Smooth 91.5
| Company type | Commercial radio station |
|---|---|
| Industry | Radio broadcasting |
| Founded | 2005 |
| Headquarters | South Melbourne , Australia |
Area served | Melbourne, Victoria, Australia |
Key people | Cathy O'Connor (CEO) |
| Products | Radio broadcasting (easy listening music format) |
| Owner | Nova Entertainment |
| Website | www |
Smooth 91.5 (call sign: 3PTV) operates as a commercial radio station located in Melbourne, Victoria, Australia. It is part of the Nova Entertainment portfolio, sharing ownership with its sister station Nova 100. The station’s programming centers on an easy listening format, featuring music selections that range from the late 1950s and early 1960s through to contemporary tracks.
History
Originally launched in 2005 under the name Vega, the station initially offered a blend of music and talk content before transitioning to an exclusively music format in 2006. In 2010, it underwent a rebranding to 'Classic Rock 91.5', concentrating on rock music from the 1970s and 1980s. This shift targeted listeners aged 35 to 54, aiming to compete directly with stations such as Gold 104.3 and Triple M. Although audience growth was gradual at first, by 2009 the listenership had reached approximately 400,000.
Towards the end of 2009, Vega scaled back its on-air talent outside of the morning segment, opting for continuous music programming from 9am onwards. Notably, Alice Cooper joined as the evening host in March 2010.
The Vega brand was officially replaced by 'Classic Rock 91.5' on 12 March 2010, a strategic move designed to sharpen the station’s focus on the key demographic of adults aged 35–54 and position it more effectively against rival stations, as explained by CEO Cathy O'Connor.
On 21 May 2012, another rebranding took place, with the station adopting the name 'smoothfm 91.5' and shifting to an easy listening music format. Initially, Michael Bublé served as the network’s promotional ambassador; however, he was subsequently succeeded by Sam Smith in a refreshed marketing campaign.
By March 2017, smoothfm 91.5 had ascended to become the leading FM station in Melbourne, capturing a 9.4% share of the audience—a figure that rose to 10.3% by April 2018.
In January 2023, smoothfm 91.5 moved its studio facilities from Richmond to South Melbourne, occupying space previously used by Southern Cross Austereo's Triple M.