As part of a content partnership with MediaWorks, we’ve asked a few of the company’s programme directors about the performance of their brands, the state of radio and the importance of digital channels. And the newest kid on the block, Magic, has got off to a good start, attracting a good number of loaded oldies in its first few months and performing well in the regions. We talked to Ian Avery about the birth of the new brand.
Following last week’s announcement that Kiwi FM would be switching off, MediaWorks has now released a statement saying that new nationwide radio brand called Magic will launch on April 20. Targeted at 50- to 69-year-olds, the new station will be programmed by The Breeze content director Ian Avery and feature classic tracks from the likes of Elvis Presley, the Beach Boys, Roy Orbison, Dusty Springfield and Rod Stewart, among others. And this move could make commercial sense, given the high level of disposable income this group has in its pocket.