Around the country all the major capital city networks have begun the year with some big spending on TV campaigns.

Australian Radio Network’s MIX101.1 Melbourne has just launched a series of TV commercials to kick off the new year, featuring its breakfast team Loz, Michelle & Des.

The ads follow “an honest informal style” featuring the breakfast team talking about their on air partners and the day-to-day realities of the breakfast slot, such as who makes the toast.

Designed in-house, the series of 30-second spots will run for three weeks on all Melbourne commercial TV networks.

ARN Melbourne General Manager, Steve Smith told radioinfo that with breakfast radio in Melbourne going through many changes, Loz, Michelle & Des are well placed to capitalise on their successful first year on air.

“We think 2004 will be a great year for Loz, Michelle & Des. They will be focusing on further consolidating their position in the market with their 25-44 year old listeners.

“Loz, Michelle & Des are topical, engaging and funny. It seems some stations have forgotten that at breakfast, listeners want to be entertained not ‘grossed out.’

“This time of the year is extremely important for MIX101.1’s listeners who are generally mums and dads dealing with big issues, including children heading off to school for the first time.”

Throughout the series of ads, Loz states that he is the reason listeners tune into the show. Des tries to convince his co-stars of the benefits of Yoga and Michelle, true to her self appointed role as the boss, tries to keep the guys in line while showing off her very questionable dancing abilities.

This latest round of ads follows MIX101.1’s successful advertising campaign, which ran in the last half of 2003 featuring real life MIX101.1 listeners.