MediaWorks creates new radio station for baby boomers, Kiwi FM closes down

MediaWorks will launch a new nationwide radio station next month that will target 50-69 year-olds.

'Magic' will launch on April 20 and has secured radio veterans Mark Leishman, Bob Gentil and Mark Smith.

Kiwi FM closes down
Meanwhile, the private broadcaster announced last week that it would close Kiwi FM after 10 years of operation.

In a release MediaWorks said the station originally launched only playing Kiwi music but that has changed in recent years.

"The station has 28,000 listeners tuning in each week and is responsible for approximately 1% of the home grown music played on New Zealand radio stations."

MediaWorks Radio group account director Leon Wratt says there are now more options to discover and listen to local music "and it is time for us to focus on... George FM and Mai FM's nationwide reach."

Kiwi FM will close on March 31.

RAW DATA: MEDIAWORKS’ NEWEST RADIO BRAND ‘MAGIC’ TO LAUNCH APRIL 20

MediaWorks today unveiled a new nationwide radio brand Magic, which will launch on April 20.

Magic is programmed by Ian Avery, also Content Director for The Breeze, who has secured a trio of popular broadcasters for the station.  Mark Leishman will host the 6am-10am breakfast show Magic in the Morning, Bob Gentil will host the Magic Work Day (10am-2pm), and Mark Smith hosts Magic Drive from 2pm-7pm. 

Magic is aimed at 50-69 year-olds who have a youthful, active approach to life, and will feature the music and culture that shaped their formative years; from Elvis to the Beach Boys, Roy Orbison to Dusty Springfield, and long-time rockers like Rod Stewart.

Breakfast host Mark Leishman says: “Magic is the radio station a lot of Kiwis have been missing.  Fantastic music and a feel good attitude will be at the heart of everything we do.  I can’t wait to get started!”
  
MediaWorks Radio CEO, Wendy Palmer says Magic will further strengthen the company’s reach.

“With the success of The Sound and The Breeze we have a very strong position at the top end of the 25-54 demographic.  Our research shows Magic will complement these brands and fill a significant gap in the market with an attitude and playlist that is currently missing from New Zealand radio.”

MediaWorks is the leading radio network for 25-54 year-olds with a 56.6% share of that demographic, compared to competitor NZME’s 31.9%.* 

Group Content Director for Music Radio, Leon Wratt says:  “It's been fantastic collaborating on this brand with Ian, working up the imagery and the playlist, and knowing how much the audience will love hearing their favourite feel-good hits back on the airwaves.  We really are ‘bringing back the magic’.”

Content Director for Magic and The Breeze, Ian Avery says: “We are bringing back fantastic music not often heard on radio today, hosted by an enviable suite of announcers who tap directly into the format and audience.  Authenticity is at the heart of the brand, and will create a Magic experience for consumers and customers.”

Magic will broadcast on a network of frequencies acquired by MediaWorks in last year’s Radio Spectrum auction.  It will launch on April 20 in Auckland, Wellington, and Christchurch and be available nationwide via www.magic.co.nz plus mobile and tablet Apps.  Magic will extend into 12 other centres in the following months.

Magic line-up

Mark Leishman – Magic in the Morning (6am-10am)
With a career that stretches more than 30 years and includes presenting, writing, producing and directing, Mark Leishman is as at home in front of the micophone or camera, as he is behind it – he’s done it all.

Bob Gentil – Magic Work Day
Bob’s radio career started in the early days of then pirate station Radio Hauraki, and he has three decades experience hosting some of New Zealand’s top-rated radio shows.

Mark Smith – Magic Drive (2pm-7pm)
From humble beginnings in Palmerston North at 2XS, Mark Smith has worked on some of the most listened to radio stations in New Zealand in a broadcasting career that spans 26 years.
 

RAW DATA: KIWI FM TO CLOSE ON MARCH 31

MediaWorks announced today radio station Kiwi FM will close on March 31.

Kiwi FM has been broadcasting since Waitangi Day 2005.  It launched as a station playing 100% NZ music station, and in recent years has broadcast a mix of 70% NZ artists and 30% international artists. 

The station has 28,000 listeners tuning in each week* and is responsible for approximately 1% of the home grown music played on New Zealand radio stations.

Leon Wratt, Group Content Director for MediaWorks Music Radio says: 

“Kiwi FM has had a great nine years, and we’re proud of what we’ve achieved.  

“There are now more options than ever to discover and listen to home grown music, and it is time for us to focus on other priorities, including extending George FM and Mai FM’s nationwide reach.

“I want to thank the Kiwi FM staff, past and present, the musicians and record labels that have supported the station, and most importantly, the listeners.”

Kiwi FM has been broadcasting on reserved Crown frequencies in Auckland, Wellington and Christchurch.  After March 31, these return to the Crown.