is a name for two Australian
commercial radio stations operated by DMG Radio Australia
, one in Sydney
, the other Melbourne
. Classic Rock was previously known as Vega, which was a sister station to DMG's other Australian radio network Nova
. Vega launched in 2005 to target the baby boomer
market of listeners in the 40 to 60 age bracket, with a mix of talk and music from the 1960s to the 2000s.
Consistently low ratings led to DMG's decision to rebrand Vega as 'Classic Rock' and relaunch it on Friday 12 March, 2010 as a competitor to similar stations Gold 104.3
, Classic Hits WSFM
and Triple M
. DMG Radio Australia
announced the change as Vega's brand as the station has struggled towards the bottom of the ratings ladder in both Sydney and Melbourne. In building these new stations DMG needed a "simple, focused music concept that would appeal to the 35-54 audience," according to CEO Cathy O'Connor.
Early survey results
During its first ACNielsen
ratings survey (No. 8, 2005, covering mid-September to November of that year), Vega's stations had failed to attract a significant audience. The Sydney station reached a 1.8 percent audience share, and the Melbourne station gained a 1.2 percent share, placing it second last (ahead only of ABC NewsRadio
) and last out of surveyed stations in each market, respectively. However, station management state that the slow take-up was to be expected, claiming the target audience will be slower than some... Read More