Nova 100 Launches in Melbourne

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Monday 3 December 2001

Melbourne's media landscape changed forever today as the first new commercial radio station in 21 years went live to air. Nova 100 has brought to Melbourne a radical new formula for commercial radio, less advertisements and extreme music variety.

"This is not how commercial radio traditionally operates," Paul Thompson, Chief Executive of DMG Radio Australia, said today. "Doing what the others do was not an option for Nova 100. We need to give listeners and clients a reason to make the switch - more of the same was never going to do it. While others can purport to be new and different there is only one commercial radio station in Melbourne that guarantees no more than four minutes of advertising per hour (less than half the advertising content of other FM's) and contemporary music that straddles a range of music genres. Our music mix is a complete departure from music programming on other stations. Only on Nova 100 will you hear a mix of modern rock, alternative, pop, dance and hip hop," he said.

Best described as 'active hits' the variety position adopted by Nova 100 was born out of audience research that clearly highlighted music style and preference was not restricted to pop, rock or other similarly narrow formats. "The beauty of Nova 100 is that what is good for the audience (fewer and more creative advertisements) is also good for the client. For too long the advertiser has had no choice but to accept that their message would be squeezed into a break with another 8 to 10 messages. For the first time ever clients get the opportunity to own a solus break or in the worst case scenario be in a break of only two," Mr Thompson said. The impact for the advertiser is huge while the listener enjoys seamless and original programming. "We are certainly proud to offer Melbourne audiences a truly different approach to commercial radio," Mr Thompson said.

Inquiries to:
Melissa Wood Edelman Australia 0400 424 730
Jo Karabin Edelman Australia 0419 185 660