I don’t think the talent is the problem - after all, they’ve been number 1 with the exact same lineup in the past.
The problem lies in the music. It sounds just like all the other stations now. Back when they were at their best in Melbourne (I think 2015-2017) they played a genuine easy listening playlist that was unlike any other station, especially on FM. There’s also no doubt that they took on a lot of disgruntled Magic/3MP listeners back then.
Magic & 3MP are back on the air now, and their product is miles ahead of smooth for that audience. If smooth still sounded like they did back then, I don’t think smooth’s now rusted-on listeners would’ve had much incentive to switch back. But now that they’re just Nova lite I think the genuine soft-AC audience will be looking around for other options.
I agree the music on Smooth is becoming the problem. It may not be showing up in the Sydney ratings yet but I believe it will. There’s little point of difference now whereas Smooth used to sound so fresh and different.
I’ve been a Smooth listener the last two years since moving to Melbs but the music, the same artist and same songs over and over started to get on my nerves. Even though it’s all my type of artists and songs I like.
Recently i’ve switched to Gold 104.3 and really enjoying their tunes.
I tend to listen to the radio for a few weeks, then take a break for a few weeks or well over a month. It helps break up the repetitiveness. Smooth needs to play more of the older stuff they used to play.
Yes I have noticed that too. But when I drive and want no ads (here in Perth on DAB+ only) it is comfort and soothing.
As some may know they are replanning FM here in Perth and maybe there will be a new commercial FM license. I would think Smooth FM would be a front-runner. Was at Farmer Jack’s yesterday, they were actually playing Smooth FM.
Don’t know if there are any other ads in this campaign, but the one I saw tonight was a 15 Seconder with a bloke preparing a gourmet meal for his dog while Smooth was playing “September” by Earth, Wind & Fire.
Overall I’d say it’s better than 2DayFM’s current campaign (can’t imagine those “Another Morning Crew Moment” spots resonating with many), but not quite as good as WSFM’s “Jonesy & Amanda Doll” ads which are probably the best we’ve seen from any Sydney radio station in several years. But of course, that’s just my personal opinion. Only time will tell what advertising resonates best with the wider population!
I just heard a traffic update for Canberra on SmoothFM Sydney. I thought they didn’t use the Australian Traffic Network for their traffic reports. Given that Nova doesn’t have any Canberra stations it was weird that it got through.
I listen to Smooth Perth (from Melbs) for this very reason. No news, traffic or weather together. Barely any announcer commentary - just tunes. And the odd couple of localised ads thrown in.
