ADELAIDE: The long-awaited launch of Adelaide's Nova 91.9 is imminent, following the announcement of the station's breakfast show line-up.
"It's upon us," said DMG Radio managing director of metropolitian radio Cathy O'Connor, after the announcement of the Jody, Jules and Tony breakfast team which will also be joined by recent Big Brother contestant Ryan Fitzgerald.
O'Connor said the station, which is the first FM station to launch in the market in 20 years, is fully subscribed with a number of launch partners and has already begun to look at long-term advertising opportunities.
"There has been a fantastic interest from advertisers in what we've had to offer. We've been able to custom build launch opportunities for local and national brands," said O'Connor.
O'Connor said Nova 91.9 will target an under-40s audience and use Nova's successful "never more than two ads" format. The station will be "an intensely Adelaide radio station" featuring local personalities and showcasing local bands.
DMG Radio paid $24 million for the FM licence last October and had 12 months from that date to launch the station. In the interim Austereo repositioned its SAFM and 5MMM stations, pitting 5MMM directly against Nova 91.9 for the under-40s market.
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