DMG to relaunch 91.5 and 95.3

DMG have hired radio veteran Mark Robinson as Operations Manager for 91.5 Melbourne and 95.3 Sydney.

Robinson's most recently role has been programming with Grant Broadcasters in Tasmania, and prior to that he spent some years in Ireland.

It has been confirmed by sources within DMG (not Robinson) that both stations are being prepared for a relaunch to a Soft AC/Variety format within weeks.

Both 91.5 and 95.3 have been progressively playing softer and older material in recent weeks, adding in daytime announcers, and a fortnight ago removed the Alice Cooper program from their lineup.

Below is a sample hour of (the current format) 91.5 and 95.3's music from the past week.

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des simmonds (10:39am 20 Mar 2012)

looking forward to it....a station like 2day in it's early days and mix in years gone by will be a welcome relief from in your face fm radio....i hope it's a big success.....

Scott Muller (10:53am 20 Mar 2012)

If that's all true then it's "3 thumbs up" from me

Cam (12:50pm 20 Mar 2012)

Based on that playlist.,I'm now a listener

Chris Rieger (2:11pm 20 Mar 2012)

I've been saying to radio peeps for the past 4 years there's a gap in the Syd & Melb markets for a soft AC station... so glad someone else has finally realised it.
If they do it right they could be on a winner. The fact both frequencies have had more formats on them than you can poke a stick at won't help.

I just hope they throw in some current stuff like Ed Sheeran - Lego House etc.. everyone has this strange thought that people reach the age of 40 or 50 and suddenly don't want to hear new music.

gavin (2:47pm 20 Mar 2012)

I guess I'm in a minority of one in thinking it sounds like a bit of a dirge-fest then :-) I was holding out for them switching to the Jack format - that might have woken some listeners up.

Peter Holden (11:30am 21 Mar 2012)

It's really a strange sense of timing that they are doing this.

This soft AC format (at least in Melbourne) should have been done almost two years ago. They could of then pinched most of the ex-3MP listeners (when MTR was created).

Now they are moving to soft AC when Melbourne's true Easy Listening station 3MP has reappeared. As I said... strange sense of timing.

I've always wondered... why has DMG never put the popular Koffee digital station format on 91.5/95.3 FM?

strawny (12:27pm 21 Mar 2012)

I agree with Peter Holden, Koffee and Dig are without a doubt the best offerings on digital. It deserves to be heard by a wider audience. Selfishly, I like it as it is - wall-to-wall music. Though it would give DMG space to experiment with another format.

jason (4:21pm 26 Mar 2012)

When does the new format start?

gavin (9:15am 27 Mar 2012)

Yesterday, according to this http://www.radiotoday.com.au/news/whats-new/280-dmg-retool-915-a-953.html

trevor sinclair (1:37pm 27 Mar 2012)

This will be a very interesting change to monitor.

Have peoples' perceptions of previous formats in both cities tarnished the frequencies themselves in Sydney and Melbourne? Will the audience give them another chance or will they still think of vega and Classic Rock? Will the new name be enough to rebrand previous failures?

Sydney, and I suspect the same for Melbourne, has been missing a correctly presented Soft A/C format for more than a decade, it's not just about the music - it's about the bond you build with your listener, a reason for them to belong to you and make you their prime radio station.

jason (4:10pm 27 Mar 2012)

When does Ty Frost start on air he was suppose to start on monday ,ive heard kate mac is on air still!

Anonymous (3:49pm 04 Jun 2012)

Have been listening since the launch date .Very disappointed it sounds like 2ws radio.To safe.Get out of your comfort zone.Sack the music programer.And don`t treat the listener`s as fool`s.

Anonymous (12:19pm 11 Jun 2012)

I like the new format. Music from the 60's, 70's, 80's, 90's, 00's and new music is the way to go.
There is still so much more music to cover with this format so there is no need to be repeatative as this will cause all day listeners to swap around. We find the smooth..... smooth..... jingle drives us mad when we hear it 1000 times in one day. Sarah smile is another add annoying us as well.

Anonymous (5:26pm 17 Jun 2012)

I'm really enjoying Smooth FM EXCEPT for the relentless promoting of 'Sarah Smile'. I can't stand the song...but even if I did like it, I'd be hating it by now - WHY do you have to play it (and the annoying promo ad) so much???? There is a lot of repetition of songs - you must have 1000'
s to choose from - so lay off 'Sarah Smile' and stop repeating other songs and you have a winner!

Jim Graham (2:42pm 18 Jun 2012)

Hear, hear, loving smoothfm 91.5 but don't like Rumer or the many repeats of older songs. I understand the format calls for the repetition of the newer songs but there so many older songs you could play. How about some older "easy listening" Kinks, e.g. Waterloo Sunset and some "smooth" Beach Boys etc. There are hundreds to choose from, not all these repeats please.

Anonymous (6:35pm 02 Jul 2012)

Dear Smooth FM. Don't you have something else to play besides 'The Ghetto' song by Elvis? Seriously...are we in 1950 ???? FIND SOMETHING ELSE MORE CURRENT. The repeats of this song are RIDICULOUS.

Anonymous (7:33pm 14 Aug 2012)

For Christ's sake listen to the critics !!!! If you keep the repetition up you wil certainly go the way of 106.5. That's repetition of MUSIC & BLOODY STATION ID CRAP. You have already surpassed 2CH for this endless, mindless, annoying crud !! The idea of "SMOOTH" IS GREAT - GET SOMEONE WITH A BRAIN TO SHOW YOU HOW TO DO IT RIGHT !! I started listening as soon as you started the ads but now I'm listening to BLOODY COMMUNITY radio as much as to you - what does that say about your wonderful content?