DMG Radio Australia’s 64th station, Hot 91 Sunshine Coast launched at high noon on Monday 27 October heralding the beginning of direct competition for commercial radio on the Sunshine Coast.
Marcus Fitz-Gerald attended the launch for radioinfo and contributed this report:
Competition in the Sunshine Coast’s (Nambour) 360 000 strong market began sizzling at midday 27 October when the third commercial licence, Hot 91, began broadcasting on FM 91.1. DMG’s 64th Australian station was christened in a star studded launch, with UK pop star Craig David on hand to begin broadcasting with Hot 91’s breakfast duo, Chrissie Swan and Ron Stanton.
In the fanfare which DMG station launches have become accustomed to, Craig David arrived and departed via Hot FM’s own helicopter. A ticking clock and theme music from Star Wars counted down the time till launch, with the voice over talent ‘learning’ how to countdown to the on-air launch moment. A montage of Hot 91 music and introduction to breakfast announcers then followed.
Listeners were treated to a 30 minute interview of Craig David by the breakfast team and a 3 song live acoustic set.
Meanwhile, downstairs, the real action of the launch was well underway with DMG organising a very elaborate welcome to the airwaves for Hot 91. Carnaby Street which fronts the studios, was blocked off for the event with police and security guards present to heighten the sense of occasion. Guests entered the launch party held downstairs via a red carpet lined with Hot 91 balloons. The festive upbeat atmosphere was enjoyed by approximately 200 guests. A generous amount of food and drink was available and guests were invited to play roulette for ‘Hot dollars’ to participate in an auction for prizes at the official end of the launch party.
DMG Chief Executive Paul Thompson was at the launch, as was Managing Director Rob Gamble, Technology Director Steve Adler, IT Manager Tim English, Northern Network Manager Sean Ryan and many others.
With the Sunshine Coast being a significantly sized market, Hot 91 will offer a format designed specifically for the market. It is live and local after breakfast with local announcers also in late nights and during weekends.
Big Brother 3 runner-up Chrissie Swan begins her first full time radio job paired with ex Geelong PD Ron Stanton in breakfast. Music Director Greg Wood, ex Hot FM network drive, begins at 9am, followed by former Austereo Adelaide announcer Kiah Tucker from 1pm. The Hot 30 with Age commences at 6pm and from 10pm, Jen Crawford formerly of Nova100 Melbourne is doing late nights.
DMG has advanced its high yield ad concept to the Sunshine Coast with only 4 ads at a time.
A very upbeat Hot 91 General Manager, Darryl Watherston spoke to radioinfo about his background.
Watherston: I’ve been mainly in TV with roles such as Senior Account Executive for Channel 10 and most recently General Manager of WIN Sunshine Coast. This is my first job in radio and I’m ready and looking forward to it.
radioinfo: Could you explain the process of building your station?
Watherston: We began as small group occupying a small shop nearby and from that, I’ve gathered the staff and we’re very tight knit. We’ve done this by creating a team atmosphere in a relaxed environment and decided to adopt a smart casual, no suit approach.
radioinfo: How do you describe the station?
Watherston: It is a cross between Hot and Nova, cherry picking the most relevant attributes for a station unique to the Sunshine Coast. We have also decided on a 4 in a row ad policy to better serve our clients.
radioinfo: The Gympie market extends south to the Maroochy River, do you perceive a problem with the Caralis station similarly called The Heat?
Watherston: That’s no problem at all. We have very strong branding and a unique sound that clearly sets us apart.
Darryl Watherston spoke extensively about the Sunshine Coast market, remarking that incumbent stations, Mix/Sea FM are “good operators” and that DMG was “decisive and focused” about acquiring the licence from original auction winner onestore.com.au
Discussing the promotion and branding of the station, Watherston said DMG opted for strong branding backed by a solid promotional campaign to build awareness. This has involved 3 different TV commercials all running on the 3 local TV channels. There are also numerous mobile and fixed billboards.
In response to Hot 91’s launch, RG Capital’s Sunshine Coast PD, Mal Lewis told radioinfo that Mix/Sea FM are continuing as usual and will be building upon their own strengths. He also explained that the Sunshine Coast was a big market and that competition was no problem, saying it is good for the coast and healthy for radio in general.
DMG Technology Director Steve Adler told radioinfo about Hot 91’s technical setup: “It’s a totally digital facility, except for the transmitter of course.” IT Manager Tim English said the station “will be a dream for the staff to work in.”
Hot 91’s programming is a key focus within DMG according to the very busy Program Director Anna Willems who said she was thrilled with the launch, “but it’s still early days.”
radioinfo: How do you describe the format?
Willems : I would describe it as a rock leaning Hot AC
radioinfo: What points of difference and announcer styles are you implementing?
Willems : We’re playing a lot of music not previously heard on the Sunshine Coast and during the workday, there’s a fine line of playing lots of music and still having personality – hopefully we can walk that line.
radioinfo: How’s the relationship with the existing RG Capital/Caralis stations and are you keen to participate in ratings?
Willems : I haven’t really had anything to do with them, but the existing stations have a solid reputation. I’d like to give Hot 91 a chance to settle in first but initial reaction has been very good.
After a hot launch, healthy competition on the Sunshine Coast will heighten next week as Hot 91 commences a major workday competition against Mix/Sea FM’s current contests.