ABC launch new Triple J station for 30+ audience

ABC digital radio station Dig Music was relaunched this afternoon under the triple j banner, with the aim of cracking the 30+ market that previously (or currently) listened to triple j.

Rather than a simple rebranding, this will in essence be the launch of a new station that operates under the same ethos that made triple j a cultural institution – coupled with access to archives stretching back to when the station began broadcasting in 1975, under the Whitlam government.

Of course, the real boon here is the fact that triple j will be able to scoop up that 30+ market that grew up with triple j as a vital part of their lives but may have become disillusioned with the station in recent years.

Numerous Australians feel a deep affinity with triple j, often wearing the station’s name and its drum logo (figuratively and literally) as a badge of honour – a way to define themselves as someone who listens more deeply, who follows music and culture more discerningly, who operates outside the commercial imperatives that define the content on commercial stations.

Many of these same longtime listeners have complained of late that the essence of the station has shifted over the years, to become something quite unlike what they first fell in line with. Of course, it is these listeners that have shifted: out of the target market, and out of the circles and situations that result in an up-to-date knowledge and love of current musical trends. While these listeners may no longer relate to the music being created in hip hubs around the world, they still subscribe to the triple j way of operating, which is why rebranding and relaunching Dig Music as a triple j station to appeal to this relatively new – but by no means niche – market is a masterstroke, and will both extend the reach of triple j, and stop those who were flirting with the dreaded crossover to commercial stations more in line with their current tastes.

The station will operate under what is basically a test phase for the next six months, during which time triple j will be consulting with the industry, and listeners, to fine tune the station into something that best suits the needs of the listener – before an official launch in April 2014.

This will open up numerous doors in the music industry: acts that are too niche for commercial radio, and too ’heritage’ for the national youth broadcast, will suddenly find the perfect home for their music, while a listenership still interested in fresh music while at the same time being firmly entrenched in nostalgia for “their” triple j will be delighted by the mix of old and new.

There are also plans for “guest programs” from artists such as Sarah Blasko, Tex Perkins, Bernard Fanning, Missy Higgins, Billy Bragg, Moby, Eskimo Joe, Kevin Mitchell (he is only ’Bob Evans’ to the younger guard, you see), and Amanda Palmer. These will be warmly familiar to a generation who grew up with that other evergreen ABC music source – RAGE, with its relentless march of guest programmers, and the odd, amazing music they have introduced music fans to over the years.

The only possible hurdle in reaching the station’s desired demographic might be the nature of delivery. Digital radio is in its infancy, and, as with all technology, the 30+ market is slower to adopt than the 18-30 market. However, digital radios being installed as standard in all newly manufactured vehicles is just around the bend, and with the majority of people tied to smart-phones, computers and the like, there will be plenty of listening opportunities. Especially considering the institution that is triple j will drive a lot of listeners who have so far avoided the world of digital radio.

In short, triple j never changed, their old listeners just did. Like all change, they probably didn’t realise it happening. The good thing is, now that triple j have launched a station aimed at the 30+ market, the listener and station can change together, and triple j can continue soundtracking those lives that left it behind momentarily.

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We asked Dig Content Director Megan Loader a bit more about the station and its aims.

So, what prompted the shift towards branding DIG as a triple j station?

DIG has been running for almost ten years and we are ready to take it to the next level, providing a service with high credibility and imaginative programming for a large demographic currently underserved by the market. Looking at the network, it made sense for triple j to take Dig Music under its wing, because Dig Music talks to people who are just as passionate about music as triple j listeners.

How will the current programming be affected?

Listeners can expect an emphasis on new music and Australian artists, coupled with the iconic tracks that they grew up with. The station will bring you the best new music from here and overseas, plus celebrate the rich history of songs and artists that have influenced you.

How long has this plan been in the works?

We’ve been working towards it solidly for the last twelve months.

What sort of roll out plan is there for the station?

Over the next 6 months, we’re focused on getting feedback from our audience about what kind of station they want – the music, the presenters, the shows – with the aim of relaunching it around April, 2014. The station is geared towards 30+ year old discerning music lovers.

Was this due to feedback from that target audience?

We’ve heard from listeners and the music industry, over many years, of the need for a service such as this. We expect listeners to come from triple j and from out of wood work really – those music lovers who haven’t had a music station they’ve identified with recently who are keen to engage with new music, thoughtful programming and a unique playlist proposition.

Are there any plans at all to go analogue with this station?

Not at the moment, there’s already plenty of ways to easily access the station – on your mobile, online, on digital radio and on your tv.

Are you worried that the target market might not be receptive to digital radio as a format?

Digital radio take-up continues to grow across the demographics, as does mobile and online listening and listening via the radio channels of every digital TV nationally.

Will there be any crossover in regards to programming, and hosts?

The overlap between Dig Music and triple j will be roughly 10% of the playlist. It’s a bit early to talk about hosts. We’re waiting to hear back from the audience about who they want to wake up to on Dig Music.

Will any of the current staff at triple j be moving across to DiG?

There’s already people across triple j taking on work for Dig – from the promo team, to the Marketing team, programming and music. triple j is really throwing all our programming nous and music expertise behind this station, working with the Dig team to make it great.