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Less talk, more music – MediaWorks' new station for the Kiwi bloke

Less talk, more music – MediaWorks' new station for the Kiwi bloke
The not-so-Solid Gold is making way for a new radio station, The Sound.

MediaWorks Radio is replacing Solid Gold with a new nationwide broadcast station called The Sound come January 1.

The Sound will target 35 – 59 year old men with a timeless rock playlist from The Beatles to The Rolling Stones, Fleetwood Mac to Queen, The Eagles to David Bowie and U2 – all the music from the audience's most formative years, according to Andrew Szusterman, group programming director MediaWorks Radio.

He said The Sound would incorporate less talk and more of the best music of a generation.

“While The Sound is a completely new radio station – from the music to the presentation, style and content – we will deliver a better product than we did with Solid Gold for this demographic.

"The music format of The Sound fills a gap in the market which appeared when both Hauraki and Classic Hits changed their formats to include a substantial amount of new and current music. The listeners who want primarily older music are no longer being catered for, with Classic Hits more interested in Lady Gaga than Radio Gaga and Hauraki playing more Creed than Creedence.”

The music has been hand-picked and placed, including album tracks lifted from the vinyl of some of the biggest classic albums including Fleetwood Mac’s Rumours, Elton John’s Goodbye Yellow Brick Road and Hotel California from The Eagles.

The Sound breakfast show will be hosted by Mark McCarron and Geoff Bryan, both huge fans of the music. The show will be music-focused with news and information every 20 minutes.

Paul Hancox, director of national sales for MediaWorks Radio, said: “With the addition of The Sound to our strong stable of music brands, including The Rock, MORE FM and The Breeze, we will be able to deliver an even stronger 25+ year old audience combo for our clients. With a portfolio that now stands shoulder-to-shoulder, we can offer a one-stop-shop solution for our clients wanting to reach an influential target audience.”

The Sound will offer clients the opportunity to have commercials played in any of 24 local markets or nationwide and can extend campaigns further with integrated sponsorships, website activity and promotions.