Smooth 95.3
| Broadcast area | Sydney, New South Wales, Australia |
|---|---|
| Branding | smoothfm 95.3 |
| Slogan | Sydney's easy place to relax |
| Frequency | 95.3 MHz |
| First air date | 1 August 2005 (as Vega 95.3) 12 March 2010 (as Classic Rock 95.3) 21 March 2011 (as Sydney's 95.3FM) 21 May 2012 (as Smooth 95.3) |
| Format | Easy listening |
| Language(s) | English |
| ERP | 150 kW |
| Callsign meaning | 2-New South Wales PTV- |
| Affiliations | Smooth |
| Owner | NOVA Entertainment |
| Sister stations | Nova 96.9 |
| Website | www |
Smooth 95.3 (call sign: 2PTV) is a commercial radio station based in Sydney, New South Wales, Australia.
The station is owned by NOVA Entertainment along with sister station, Nova 96.9, and currently plays easy listening songs from the late-1950s/early-1960s to the present with a 55+ year span.
In contrast to NOVA Entertainment's other Australian radio brand, the pop/rock Nova network, Smooth 95.3 (originally named Vega and Classic Rock) was originally positioned to target the baby boomer market of listeners in the 40 to 60 age bracket, with a mix of talk and music from the 1960s to the 2000s. This changed in 2006 when it moved to a music position, scrapping the talk content. Smooth 95.3's major rivals in the Sydney market are 101.7 WSFM, KIIS 106.5 and 104.9 Triple M.
During its first AC Nielsen ratings survey (No. 8, 2005, covering mid-September to November of that year), Vega 95.3 had failed to attract a significant audience, with a 1.8 percent audience share. However, station management stated that the slow take-up was to be expected, claiming the target audience would be slower than some audience groups to try a new station.
In June 2006 [1] the station dropped its "40 years of music" slogan and moved drive-time hosts Rebecca Wilson and Tony Squires to share the breakfast slot with Angela Catterns. The changes were slow in growing market share, with the audience falling to 1.7% (No. 6, 2006).
By the end of 2006, Vega 95.3 had reached their ratings peak to that time, reaching a 2.8% share.
In January 2007, Vega 95.3 expanded its "Vega Variety" positioner to include "the 70s, 80s and the best new songs", and also put out advertisements in the form of billboards and on the side of buses, based around that expanded positioner. It was hoped that it would get more listeners to sample the station.
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