Mike Perso to host Classic Rock Melbourne breakfast show
Perso
Classic Rock has replaced its Melbourne breakfast presenter for the second time in nine months after the departure of Joe Bovalino to ARN’s Mix 101.1.
The DMG-owned station has drafted in Mike Perso, who returns to the microphone after a series of program director roles to host the More Music Breakfast Show.
Classic Rock axed the Dicko & Dave breakfast show in July last year, a few weeks after DMG ditched its Vega radio network and relaunched as Classic Rock. The network has since failed to make a major impact on listening figures.
According to Perso’s LinkedIn profile, he specialises in rescue missions.
Describing a stint at Austereo’s Triple M Brisbane, Perso said: “After a failed experiment with Triple J style national networking through 1995, FM104 – Triple M Brisbane had slumped to a record low market share of 6% in February 1996. My assignment was to rebuild this iconic Brisbane brand and deliver ratings that would gain the station much needed revenue. Through a series of uniquely Queensland promotions… we managed to get FM104 – Triple M back on the public radar.”
Perso was also assistant program director at Vega. He said: “After what was widely acknowledged as one of the most disastrous brand launches in the history of Australian Radio, my job was to pick up the pieces, develop and implement a new strategy for the Melbourne market. Working with talent like Shaun Micallef, Dave O’Neill and later Ian “Dicko” Dickson as a part of the programming and promotions team we grew Vega 91.5’s weekly audience from 0 in September 2005 to 420,000 in August 2009.” He left DMG in last 2009.
Earlier in his career, Perso also spent a stint as promotions and marketing director at Nova Sydney.
Meanwhile, DMG has appointed Kate Mason as music director for Classic Rock in Sydney and Melbourne.
Paul Jackson, DMG’s group program director, said, “We are delighted to have someone of Kate’s quality and expertise crafting the music on Classic Rock. Our More Music Breakfast show is a unique proposition which I am sure our listeners will love.”
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