The new2uw begins broadcasting in Newcastle

The new2uw, an internet only radio station, began broadcasting in Newcastle this morning.
 
The brainchild of a number of Newcastle and Hunter businesspeople, the station has plenty of on-air experience with David Sayers on breakfast, PR and events expert Tracy McKelligott on mornings and local music guru Mark Tinson and entertainment entrepreneur Steve Pickett paired on drive.
 
radioinfo asked news editor, Michael Blaxland, about the station.
 
Can you tell me who were the driving forces behind the station and why?
“The business side of things is being looked after by a group of local businesspeople who have wanted to do something like this for some time, particularly in light of the fact that local media is increasingly Sydney or Melbourne-based with a contraction of local programming.”
 
What is the target demo?
The new2uw.com is an over-40s station playing the best of the ’60s, ’70s and ’80s with local interviews and content and an “outrageous” ethos.
 
How is the response from listeners on the first day?
“The response from our first day has been overwhelmingly positive. The presenters, both in the studio and newsroom, have decades of experience in the local media and promotions and marketing spheres so recognition has been high.”
 
“Advertisers are also being positive about the station because of its ability to be purely ‘local’ and the flexibility for recorded ads or on-air reads.”
 
As an internet only station, how do you feel your listenership will build?
“With radio being increasingly listened to through browsers or smart phones, we expect uptake to be easily achieved by the target audience and promotion through social media in association with our broadcast partners will help to increase listenership.”
 
 The station runs 24 hours a day with, at this stage, live breakfast, mornings and drive.