What do you do if you start a new digital radio station and it gets really popular? Shut it down, of course. Well, that’s what Triple M has done to its sister station Triple M Classic Rock, because it had too many listeners. Triple M is shutting down the digital station because it is eating into the listenership of its main station, which would compromise the main FM station’s value to advertisers. The station gave this statement to radio insider website RadioInfo:

“Our big brother Triple M-FM is now playing much more classic rock than it was when Classic Rock Digital was created.

“Now, Triple M is playing the best classics, and is about to launch the ‘Classic Rock Summer’.

“We ask that you check it out. You can turn to Triple M on FM, DAB+, online at http://www.triplem.com.au, or via RadioApp for your smart phone.”

This doesn’t sound like a recipe for ratings success.

Peter Fray

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