Media buyers welcome KiisFM rebranding but want clarity over target audience

December 10, 2013 1:14

Senior media buyers have welcomed the rebranding of Sydney radio station MixFM to KiisFM arguing it will deliver bigger audiences in 2014, but some have questions over the format and the jettisoning of a lucrative older female demographic.

On Sunday the Australian Radio Network (ARN) confirmed widespread industry speculation they would rebrand the Sydney radio station as KiisFM, stating an aim to “truly dominate” a younger 25 to 54 demographic.

However, management are keeping the music format under wraps until the new station launches on January 20, with ARN’s national content director Duncan Campbell telling Mumbrella today he did not think the decision would hurt them with advertisers.

“I don’t think it’s a risky strategy, we have to keep things close to our chest at the moment for competitive advantage,” he said. “But we won’t be straying off to classic hits or play country music.”

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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