Classic Rock rebrand repositions network again

New branding for Sydney

New branding for Melbourne

Previous branding of Classic Rock

DMG’s second mini radio network Classic Rock has quietly completed a rebrand which has seen them relabled as Sydney’s 95.3 FM  and Melbourne’s 91.5FM.

This is the second major repositioning since DMG axed Vega in March last year and relaunched it as Classic Rock. The network’s new slogan is “Classic songs. Classic rock.”

Group programme director Paul Jackson told Mumbrella that the on air repositioning began some time ago. Today’s ratings survey is the first which has seen the stations appear as Sydney’s 95.3FM and Melbourne’s 91.5FM rather than Classic Rock.  

Jackson joined the network after the launch of Classic Rock. He had extensive experience working with similar successful formats including Virgin radio and the Capital Radio group in the UK.

He told Mumbrella that the new stations are now closer to where he feels they need to be. He said: “We’re crossing that line as we speak. In my mind I can hear the final product and I can hear how it will sound. We’ve had to reset a lot of things this year.”

In today’s ratings, the Sydney station’s weekday share was up slightly from 3.3% to 3.6%, while in Melbourne it was down from 4.4% to 3.6%.



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