I hear what you’re saying @my_names_mr_burns @Rod_Van_Alphen
Here’s my thoughts on what NZME should have done in 2014.
When NZME merged and reshaped its radio portfolio, there was an opportunity to create a true life-stage strategy.
Instead:
- Coast drifted younger
- The Hits launched in a crowded adult contemporary space
- ZM was already aging with its audience (Polly and Grant)
The result was several brands chasing similar listeners.
Coast: The Greatest Hits of the 60s & 70s
Coast could have become New Zealand’s definitive home of 60s and 70s music, serving the baby boomer generation as they entered retirement. Rather than gradually moving younger, Coast would have fully embraced artists such as The Beatles, Fleetwood Mac, Elton John, The Eagles and the Bee Gees.
Note: Magic didn’t launch until 2015 and was started because there was a gap in the market when Coast got younger.
The Hits: The Home of the 80s
The Hits could have been rebranded from Classic Hits and positioned as New Zealand’s 80s station. Artists such as Michael Jackson, Madonna, Prince, Whitney Houston and Bon Jovi would have created a clear identity and differentiated the brand from competitors. By owning the decade, The Hits would have built a passionate audience rather than becoming another broad adult contemporary station.
Eventually, The Hits brand could’ve expanded in the 2020s to include The Hits Dance (similar to Heart UK), Country Hits (instead of iHeartCountry), etc.
ZM: 90s Till Now
Rather than continually trying to stay young, ZM could have evolved with its audience. Positioned as “90s Till Now”, the station would have targeted adults aged 25–44 who grew up with Britney Spears, Backstreet Boys, Destiny’s Child and P!nk. Keeping Polly & Grant on the breakfast show, this would have created a powerful Hot AC brand with strong commercial appeal and broad audience reach.
Launch a New CHR Brand
The most significant missed opportunity was the lack of a dedicated youth-focused CHR brand. As ZM matured, NZME could have launched a new network focused entirely on today’s biggest hits, emerging artists, social trends and youth culture. This station would target 15–29 year olds and act as the entry point into the wider NZME audio ecosystem, with listeners naturally graduating into ZM as they age.
The move of Fletch, Vaughan and Megan would’ve naturally brought an audience to the new station.
Flava Becomes Kiwi FM
Flava could have been transformed into a modern version of Kiwi FM, dedicated to New Zealand music and culture - getting out of its RNB niche and the war with Mai in Auckland. Beyond simply playing local artists, the station could champion emerging talent, festivals, podcasts, interviews and cultural storytelling. It would have been a clear point of difference within the market while strengthening NZME’s role in supporting the local music industry - and could’ve been primarily funded by NZ On Air.
The Long-Term Evolution of Coast
As audience behaviours changed, Coast could eventually transition from a pure nostalgia brand into a lifestyle-focused easy listening network. Coast would evolve toward relaxing, feel good music and mood-based listening rather than decade-based programming.
With artists such as:
- Michael Bublé
- Norah Jones
- Jack Johnson
- Coldplay
- Adele
- Fleetwood Mac
- Acoustic favourites
The Outcome
Listeners would move naturally through the portfolio as they age, advertisers would have distinct audience segments to target, and each station would own a unique position in the market. Rather than competing against one another, the brands would work together as a connected ecosystem.
Keen for other people’s thoughts on this ha.
) and indeed I was at high school in the 90s. Also I take your point about trying to prevent overlap. However I don’t really want to listen to Coast as I can’t personally can’t stand Toni Street; I think Jason Reeves is quite good though.
