Melbourne’s 1116SEN launches new digital radio station Classic Rock

Melbourne sports radio station 1116 SEN is diving into the Classic Rock space with the launch of a new digital radio station just a month after a similar station was shuttered by Southern Cross Austereo.


Last month SCA decided to scrap its DAB Classic Rock station, saying its audience was eating into the audience of its TripleM stations. The station was one of the most listened to DAB networks in Australia.

Speaking to Mumbrella, Cathy Thomas, general manager of broadcasting for SEN’s parent company Pacific Star Network, said the new station was not connected with SCA’s decision to ditch its similar station, saying the idea has been in the works for “the past couple of months”.

“For men 40+ classic rock is a very popular genre and we wanted to provide a station for the men we have where they can listen to that,” Thomas said.

“With SEN our listeners currently get 24/7 sports coverage and we wanted to offer them a music alternative, so for those times when they want music let’s give it to them. Lets provide men 40+ with that opportunity.”

Thomas said they hope the audience will grow but there is no plan to target a new market.

“I would hope we would certainly grow but we’re not trying to broaden, we are men 35+ and this is probably aimed at men 40+, and there’s men out there that don’t listen to sport but love classic rock,” she said.

The new Classic Rock Radio station, which will stream on DAB+ and on the 1377AM Band, will replace 3MP which was 1116 SEN’s previous classic hits and oldies format.


Cathy Thomas: “We will be playing classic rock from dawn till dusk with minimal interruptions”

However, some fans of SCA’s Classic Rock will be disappointed, with Thomas saying it currently has no plans to pick up popular networked programs such as Nights with Alice Cooper.

“At this stage, no, we will just be playing classic rock from dawn till dusk with minimal interruptions. We’ll have news and traffic updates,” Thomas said.

For advertisers there will be traditional commercial inventory and opportunities to sponsor breakfast, news and traffic updates.

Thomas said the new Classic Rock Radio is commercially aligned with 1116 SEN.

“We wanted to ensure, from a sales perspective, that there was a synergy between the two stations. It means when we’re talking to a client both our stations are targeting males, they’re both environments that males want to listen to,” she said.

“It’s pretty exciting that we’re changing to a station that is aligned from a sales perspective and we’re delivering something for males in sport and in music.”

Listeners will also be able to tune in via a website with a streaming app due to launch in the near future.


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