Vic: Shine rubs off Melbourne radio's Nova
By Charisse Ede
MELBOURNE, Aug 6 AAP - The shine has rubbed off the newest addition to Melbourne'sradio waves, Nova, which managed only fifth place in the most recent Victorian radio ratings.
The youth-oriented Nova lived up to a likeness of its namesake - a suddenly brighteningstar - by knocking established stations off their pedestals upon its debut at the beginningof the year.
But the AC Neilsen radio survey for May 5 to July 27 shows it fell from a high of 12.5per cent at its debut earlier this year to 8.4 per cent.
It was beaten by 3AW, ABC 774, Fox FM and golden-oldies station Gold FM.
3AW reaffirmed itself as Melbourne's most listened to station with a 1.2 per cent improvementin its overall audience share to 15.2 per cent.
It won all time slots except the drive and evening programs, which were taken out by Fox FM.
Melburnians also failed to embrace former Victorian premier Jeff Kennett's move intobreakfast radio, with his short-lived 3AK program losing 0.5 per cent to 2.2 per cent.
He returned to the afternoon drive time position a few weeks ago, where he made hisforay into talk-back radio.
Despite its overall demise, Nova still retains top spot in the 18-24 age bracket at24.9 per cent, slightly down on the last survey but still enough to beat Fox FM.
Noting that the station had come off an unprecedented high, general manager Fiona Cameronsaid winning the core youth demographic at the early stage of the station's life remainedan outstanding achievement.
"Challenging the radio paradigm was never going to be an easy or quick path and theradio landscape will certainly look very different within a 12-month time frame," shesaid.
AAP ce/gfr/apm/bwl
KEYWORD: RADIO VIC
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