Quote: “I’ve got to get in there, have a good look around, and work out what would complement our other stations and go from there.”
So their starting point is working out what complements 3AW, 2GB and 4BC rather than what what gap exists in the listener experience.
I get that Nova complements Smooth, Triple M complements Fox, KIIS complements Gold.
I can understand Macquarie wanting a second network that complements the first.
But complementing the other station should be the last thing on the checklist, not the first.
Nova thought that Vega complements Nova, then it thought Classic Rock complements Nova. Finally it worked out it’s Smooth the complements Nova.
But complementing the other station is not something you simply arrive at with the click of fingers- Fox and Triple M were already providing complementary programming to one another for most years before they were brought under the one roof.
But complementing the other station doesn’t always produce even results. KIIS in Sydney rates well because it got Kyle and Jackie O over from 2Day, not because of how it might complement WSFM.
In New York, iHeart runs both Z100 and KTU, both running very overlapping music formats and distinguished more by different breakfast shows than anything else. Complementary doesn’t remove all need to compete with the station down the hall.