Melbourne’s easy-listening station makes history

They were topped only by 3AW, who came away with a 15.2 per cent share overall, up 0.8 percentage points from the last survey, while their breakfast program, hosted by Ross Stevenson and John Burns, easily won its slot with a 19.5 per cent audience share.

Jennifer Hansen with her Smooth FM co-host Mike Perso.

Jennifer Hansen with her Smooth FM co-host Mike Perso.

Jackson said he was delighted by Tuesday’s numbers. «In particular, the results in breakfast are outstanding with Mike Perso and Jennifer Hansen the number one FM team for the first time in an incredibly competitive market,» he said.

«We are so proud of the passion and hard work of everyone associated with the station since it launched in May 2012.»

The results, said Jackson, were outstanding given the station started seven years ago at the bottom of the marketplace.


«We’ve always done well in breakfast in Melbourne, but to be at 9.5 [per cent] share and significantly ahead of other [FM] competitors… it’s a sensational result,» he said. «And Mike Perso’s been in radio for 40 years so it’s a great result all round.

«We started with an audience of 250,000 and a share of three. It was a slow and steady rise. We tried to become people’s weekend station of choice. After two, two-and-a-half years we had enough listeners to take us to the number one position [overall].»

Jackson said Smooth’s appeal was that, unlike other stations, it hasn’t played musical chairs with presenters over the years.

«We’ve consistently kept Mike and Jen in Melbourne and had a very different approach to breakfast,» he said.

«It definitely feels listener first, making their day better and not just talking nonsense. We don’t talk about ourselves. It’s a strategy we’ve kept to over the years. It’s been a slow, steady climb.»

Broede Carmody is an entertainment reporter at The Age and The Sydney Morning Herald

Genevieve Rota is the PM Digital Editor for Entertainment at The Sydney Morning Herald and The Age.

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