DMG goes 'Smooth'

The industry rumour-mill is in overdrive that DMG will be relaunching Sydney's 95.3 FM and Melbourne's 91.5 FM as 'Smooth 95.3' and "Smooth 91.5' within days.

The domain names smooth953.com.au and smooth915.com.au have both been registered by a third party, and are presently 'dark' awaiting the relaunch of the stations.

 

 

An insider at DMG has confirmed that staffing changes (here) over recent days are among the final adjustments prior to the stations being relaunched with their new identity, and that as yet there has been no official internal announcement from DMG management to staff.

This week saw the departure of a number of on-air staff from DMG in Melbourne and Sydney: announcer Anthony Maroon, and journalists Denee Savoia, Nikole Gunn, James Lake and Bree Roberts.

The new 'Smooth 95.3/91.5' format is likely to be broadly what the stations are presently airing, or in line with what the stations are currently airing on their evening 'Wind-Down' program. Either position, whilst slightly different in feel, would be best described as 'Variety AC' with a 40-54 female target.

Take your pick below, both are sample hours from 91.5 and 95.3 presently. The first hour, is the currently airing daytime format, and the second is an hour of the current evening 'Wind-Down' show. The new 'Smooth' brand appears certain to be one of these two options.

FORMAT 1    
     
SongArtistEra
     
Kiss on my list Hall & Oates 80s
All cried out Alison Moyet 80s
Wicked game Chris Isaak 90s
Come said the boy Mondo Rock 80s
Stuck with you Huey Lewis 80s
In the air tonight Phil Collins 80s
Everywhere Fleetwood Mac 80s
Love of the common people Paul Young 80s
When a man loves a woman Percy Sledge 60s
Dancing on the ceiling Lionel Richie 80s
Over you Roxy Music 70s
Don't let the sun go down on me Elton John/George Michael 90s

 

FORMAT 2    
     
SongArtistEra
     
Live to tell Madonna 80s
Year of the cat Al Stewart 70s
Against all odds Phil Collins 80s
It's different for girls Joe Jackson 80s
Best thing that ever happened to me Gladys Knight & the Pips 60s
She's gone Hall & Oates 70s
Every rose has it's thorn Poison 80s
My baby just cares for me Nina Simone 80s
Save a prayer Duran Duran 80s
Dream Weaver Gary Wright 70s
Joanna  Kool & the Gang 80s
New kid in town Eagles 70s
A different corner George Michael 80s
     

 

 

 

Published on Friday, 27 April 2012 12:00



Anonymous(12:33pm 27 Apr 2012)
the music that they play during the 'Wind down' & on sunday mornings ('sunday brunch' show) has been sounding great over the last couple of months, and I think offers a genuine point of difference to what Gold and others play so let's hope that's the direction they take ... suggest they also give Andy Grace a permanent shift.

I fear whatever way they go unless they back it up with some marketing they'll struggle.
Anonymous(14:13pm 27 Apr 2012)
In a radio landscape where audiences in all demographics are turning to radio less and less for music alone, I can't see what this format will achieve? It doesn't sound like it'll be a base for huge shows creating killer content. DMG must be content with it be staying permanently in the background. I wish they'd fight to keep radio relevant! No doubt even more 'extensive' market research has lead them here...
Richard(14:28pm 27 Apr 2012)
Some of those 'eras' are clearly wrong in "format 2"
Anonymous(14:58pm 27 Apr 2012)
I've heard very different information from a very reliable source.. I've heard they have gone to great lengths to hide their true intentions by registering multiple domains and TM's to throw people off the scent. The word is they a actually taking the Koffee format onto analogue
matt bern(18:02pm 27 Apr 2012)
koffee on fm - great idea!
Chris Rieger(18:58pm 27 Apr 2012)
Format 2 pls but needs some 90's 00's thrown in. Songs the other FM's don't play. They should get some inspiration from Easy 93.1 Miami... http://tunein.com/radio/Easy-93-931-s22100/
John G(19:16pm 27 Apr 2012)
Koffee would be an awesome daytime station. Anything has got to be better than vega and that I'll informed mistake that was Classic Rock... DMG did a really bang up job with that one!
Andy Grace(20:24pm 27 Apr 2012)
Ha! You can't be serious about Andy Grace??? That guy's a joke! :)
talmikiff(6:51am 28 Apr 2012)
I listen to Smooth70s every week to listen to the re-broadcasts of Casey Kasems AT40 and enjoy their music very much.
Anonymous(6:55am 28 Apr 2012)
Didn't Mix try something like this once?? I seem to recall IT headed the same way as every other format DMG have tried on these frequencies.

Isn't it about time someone (anyone) in upper radio management (and getting paid the big bucks) actually showed some initiative and came up with something original??
Anonymous(8:30am 28 Apr 2012)
Coffee up the stick? Why else would you keep the valuable broadcast professional Camilla?
Brian(12:09pm 28 Apr 2012)
I think it's a good idea, and certainly a format that is not served at all well in Sydney and Melbourne. They should tweak the format a bit though and perhaps copy Breeze FM (Gold Coast & regional), which plays some new easy listening mixed in with the 70s, 80s and 90s. It shoulds great.

I hope they don't go with the Koffee format.. just my opinion, but I can't stand it, even for ten minutes.. it's like a Nora Jones torture sesssion.
Robert(17:11pm 28 Apr 2012)
I tune into Koffee on the internet here in NZ and tune into 91.5fm. Would be great if they put Koffee on as it is the best selection by far. 91.5 has been sounding great over the few weeks. At long last Melbourne will have a station worth tuning into while I'm overseas.
Glenn(19:16pm 28 Apr 2012)
Please DMG don't change anything on 95.3 from what you have now. For the first time in a very long time, I can stay listening to the one radio station ALL day, without getting board or going nuts with repetition, & wanting to turn off or find another station. I'm not the only one who feels this way either I've found, from talking with others.

I can't stand Koffee either, & if I wanted to listen to it, I'd tune in on my digital radio or stream it off the web.

I think you've finally nailed that missing format for 35 - 54 year olds. Just keep it the way it is, & when you launch it, promote the hell out of it. Don't let this one die, & don't change it if it doesn't rate huge numbers in the next few surveys, give it a chance to find it's legs.
Observing(9:10am 29 Apr 2012)
I think this one word sums it up, DMG.... "fail".
Anonymous(14:15pm 29 Apr 2012)
Who is your DMG insider? You will look pretty dumb if you are wrong.
Anonymous(9:19am 06 May 2012)
If they go with that 'wind-down' format - that's it for me and radio in Melbourne. 91.5FM's daytime format is currently the only station I can put on and leave on without going stir-crazy. The only thing that would make it better would be some similar music from the past ten years (even a smattering of new stuff in this vein would be great).

Even the name... 'Smooth 91.5' makes me feel like I've turned into my parent's generation (I'm 39). The 'Koffee' brand would be SOOO much better!
Anonymous(10:10am 09 May 2012)
Bye, bye 91.5. Was great last year with good music and especially Alice but has gone downhill badly this year. I'll be going elsewhere.
Anonymous(10:50am 22 May 2012)
This station lost it a long time ago.... really crap now....
Cate(20:09pm 28 Jun 2012)
I miss the old 95.3 SO much, especially my morning fix of Maroon's bright and happy commentary. Up until the change, I could listen to the station all day; but the minute the format changed I switched off. I am back to 101.7 WSFM to get a better mix of music than 'Smooth' will ever offer. What a bad move DMG. I won't be back.
Darren(7:46am 02 Aug 2012)
Snooze.Its so fricken boring.

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