In recent years Adelaide has been the market that has most confounded the SCA content team – which is strange given that the head of that team Craig Bruce is, himself, an Adelaide boy.

Given, also, that Adelaide is SCA’s ancestral home, the company has put a lot of effort into finding out what it is that Adelaide wants. Or more specifically what Adelaide’s 25-54 year old males want from Triple M.

Craig Bruce told radioinfo, “As an Adelaide boy I can say this, Adelaide is a bit special. We’ve done an extensive market research study to find out exactly where the opportunity lies for 5mmm and this new format is the result of those findings.”
 
The new format is wall to wall Classic Rock, “It’s all the killer songs from those catalogue artists that our audience love. Lots of Queen, Led Zepp, Fleetwood Mac, the Eagles, AC/DC, the Beatles, the Stones etc,” says Bruce.
 
Unlike the other M’s on the eastern seaboard, there will be no room for what many consider to be modern rock acts such as Bastille, Mumford and Sons, Monsters and Men and Imagine Dragons. “I’m sure you can still hear them occasionally on SA-FM though,” says Bruce and then adds, “We know that Duncan and the ARN boys have far too many 40-54 males listening to Kylie and the Bee Gees on Mix (102.3) and Petula Clarke on Cruise so we’re keen to offer them an alternative.”
 
Along with the change in the music, the station will launch its brand new breakfast show, Roo and Ditts, starting Tuesday June 3. 
 
“It’s going to be a cracker,” says Craig Bruce.