DMG ‘no comment’ on Smooth

Following the story that Radio Today broke on Friday afternoon regarding DMG's relaunch of 91.5 and 95.3 as 'Smooth' (here), the Fairfax press have picked up the news in The Age and the Sydney Morning Herald. You can read their article here.

A DMG spokeswoman has told Fairfax that they don't comment on "speculation in the media". 

Media analyst Steve Allen, from Fusion Strategy commented;

"The brand has to stand for something and have a personality you want to identify with and join in, it hasn't been successful enough.

They have a valuable commodity called a licence, they are not that often dished out, and they have to turn this into a profitable venture."

It has been confirmed to Radio Today, by a source within DMG, that Melbourne will be relaunched as 'Smooth 91.5', and Sydney as 'Smooth 95.3' iminently.

Survey 4 begins on Sunday 6 May, so whilst the exact timing of the relaunch is unknown, introducing and marketing the 'Smooth' brand, just prior to the start of the S4 wave, or perhaps on Monday 7 May would be a consideration.

Pictured right: Ed Phillips, announcer on the new Smooth 95.3 FM in Sydney.