Radio network Triple M has been quick to counter Triple J’s new Dig Music digital radio format.
The ABC recently handed over the roots station Dig to Triple J programmers for an upgrade and Triple J changed Dig into a slightly older version of its existing FM station.
While Triple J is delivering its best survey figures in years, including an overall number one position in Perth this year, the network is also growing an older audience.
The Dig takeover gave Triple J the opportunity to transfer the older audience to Dig, bring the average age of Triple J back down, and make Triple J more robust against its commercial radio competition.
However, that left a huge gap in the market place. The 40+ music fans who listened to the original Dig format no longer fit the new format after they were ousted from their digital home.
Triple M plans to fill the gap with the launch of Triple M Digital Classic, to be launched at the end of November.
Triple M Classic Rock will be available in Sydney, Melbourne, Adelaide and Brisbane. The station will play the heritage artists like Neil Young, Led Zeppelin, Pink Floyd and The Who no longer heard on Dig.
“Digital Radio for SCA is all about creating new listening choices,” Southern Cross Austereo Digital Radio head Jaime Chaux said in a statement. “Classic rock is a much loved genre in Australia– endless songs and stories from an amazing era and so many of them long lost from the radio dial. We can’t wait to get it out there via our newest digital radio offering.”
Triple M Classic Rock will launch on November 25.
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