I’ve never been fond of the “Mixx” name myself either, which is why it’s good that in 2002 they saw sense and Warrnambool got Coast FM and Gippsland 3TR FM. Of course Mixx has remained in the other Ace regions since then.
I’ve got no idea the background to “Mixx”. I’ve speculated before that it would make sense if at one stage there was an AM-FM conversion for a station called 3XX to MiXX. But unless I’m forgetting something I don’t think that is the case, Ace have never owned a “3XX” nor has a 3XX ever existed!
I’d be surprised if that was the case as in the 1990s when Mixx first appeared, ARN were only running Mix 106.5 Sydney and Mix 106.3 Canberra. It was TTFM in Melbourne and 5AD FM in Adelaide, the “Mix” name wasn’t overly in use in Victoria.
They may as well just call Edge ‘Gold’, as it’s a direct rip off from Gold 104.3 - from imaging ideas to promotions, no repeat workday, and music played, it’s all pretty similar… I know there’s “no new ideas in radio” but making a carbon copy of a metro station is a bit odd
Worse still is that they’ve been heading in that direction for a good two years before the ACE buyout. I’ve heard more shops in the Wangaratta RA1 streaming Gold Melbourne than Edge, so it certainly isn’t working
Personality I think it has a different music format to Gold, Edge plays a lot more new music with the odd 80’s and 90’s pop songs in the mix. It sounds very similar to 97.3 FM Brisbane.
Edge really needs to sound different to the SCA stations and try to sound edgier and add rock music to their playlist since Hit and Triple M play little or no rock.
Plus they need to update their playlist every so often. I swear the older songs that they play are the same songs they added 2 years ago when ACE took over.
For a second there I read that as Art Vanderlay. You know, the well known architect, marine biologist, importer-exporter, author of “Venetian Blinds”, and manufacturer of latex.
Radioinfo reports that Jon Vertigan will move from hosting ‘The Morning Rush’ to become the network’s Group Content Director in the new year. He will replace Matt Cummins, who will focus on his role as GM for TR/Gold 1242 in Gippsland.