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Triple M Classic Rock returns from the dead

Just nine months after axing its digital radio offering Classic Rock, Southern Cross Austereo has had a change of heart and is to revive the brand.

The move comes as part of a wide rebrand of its digital offering which sees SCA rebrand all of its stations as part of either its Hit network or Triple M offerings.

 

As of today, digital radio stations including Easy Hits, Buddha Hits and Oldskool will be rebranded under Hit network while Triple M will introduce Modern, Greatest Hits and Classic Rock.

Triple M Modern will offer alternative rock and pop from the 2000s while Triple M Greatest Hits will focus on the 60s and 70s, playing artists such as Led Zepplin, Beatles, Rolling Stones, AC/DC and Skyhooks.’

SCA killed off Triple M Classic Rock in October last year.

The old Triple M Classic Rock

At the time SCA’s chief creative officer Guy Dobson said the station was “eating” into Triple M’s audience.

Easy Hits SCA’s challenger to Nova Entertainment’s dominant Smooth FM – will play feelgood favourites, while Buddha Hits will focus on being the ‘Tune In – Chill Out’ station.

Oldskool’s offering will feature hits from artists including Destiny’s Child, Pink, Justin Timberlake and Rihanna.

The new additions will boost Triple M’s network to 38 stations across Australia, while Hit’s new digital radio stations will take the network to 46 stations.

The new Triple M Classic Rock

SCA’s chief creative officer, Guy Dobson, said: ““The rebranding of our digital stations reinforces SCA’s powerful, straightforward ability to deliver unrivalled content and scale on a national level using two highly recognisable audio brands.

“Our clients will now have easier and more effective access to leading and growing digital radio audiences via SCA’s suite of Triple M and Hit radio stations.”

The new Classic Rock offering will actually be the third time a network has used the brand.

In 2010, Lachlan Murdoch’s DMG Radio – now Nova Entertainment – axed Vega and briefly launched Classic Rock in Sydney and Melbourne.

classic rock

The station tanked in the ratings and was axed a year later before being replaced with easy listening station Smooth FM.

And there is already a Melbourne Classic Rock Radio offering, being broadcast on AM as a sister station to 1116SEN. Classic Rock Radio launched late last year, replacing 3MP.

The owners of Classic Rock Radio applied for the brand as a trademark when they launched. It has yet to be granted.

Austereo also once lodged the “Classic Rock” trademark but later allowed it to lapse ion 1992. DMG Radio then did the same thing, with its protection lapsing in 2012.

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