Australia’s Triple J network now has a music station targeting the over-30s.
The government-funded Triple J has the enviable reputation as Australia’s key music discovery platform. And for many artists here and abroad, it’s the launch-pad into the Aussie market.
The Australian Broadcasting Corporation’s youth station targets a 18-24 year old audience. But when those listeners outgrow the station’s demographic, they’re often lost to the channel.
Now, Triple J has taken over management of the Dig Music digital station. Dig Music, which this year celebrates its 10th anniversary, will be “powered by the knowledge and know-how of triple j, as well as our incredibly rich music history and archives,” the youth network said in a statement announcement the arrangement.
Dig Music will have a “large and varied playlist, focusing on the best new music from Australia and overseas, but it will also play songs and artists that shaped the lives of its audience,” the statement adds. Triple J's main station currently playlists about 40% local content.
Dig Music is available through digital radio, through the ABC Radio App on mobile devices and online at digmusic.net.au, and on the radio-channels platform for Australian digital TV owners.
The likes of internationals Moby, Billy Bragg, Amanda Palmer, and locals Sarah Blasko, Adalita, David Bridie, Missy Higgins and Bernard Fanning will have guest programs on Dig.
Triple J is a vertically integrated media empire which, like every big enterprise, started small. The station’s first incarnation was the AM-band Sydney radio station 2JJ, established in September 1974 as a direct result of then-Prime Minister Gough Whitlam’s progressive media policies. Intended as a youth network, listeners tuned into the first broadcast at 11.00am on January 19, 1975. More than a decade would pass before the rest of Australia’s youth could get in on the action. National expansion rolled-out from 1989 and the regions started tuning in from the early 90s.
The brand now reaches its market through the main Triple J channel, while its brand extends online, and through the Unearthed digital station, via dedicated apps, branded CDs and DVD releases, live concerts, an awards ceremony, and now Dig Music.
“Over the last few years there have been many voices calling out for a station like this and the input of those voices during this initial stage is hugely valuable,” comments Dig Music’s Content Director Meagan Loader. “We are so excited to be able to evolve with our listeners and create something truly unique.”
Dig Music will officially launch in April 2014, following a six-month period of audience engagement and industry consultation.