Mix 106.3’s Nigel Johnson has been given his own DAB+ called Nige!, where he can play what he likes with a promise of no commercials or James Reyne. AmplifyCBR have reassured listeners that this move doesn’t mean he’s leaving the breakfast show he hosts with Kristen Henry, it’s just more Nige, more often.

Further details of the station:

• IF YOU DON’T LIKE THE MUSIC NIGE PLAYS, THEN PLEASE LISTEN TO ONE OF THE MANY OTHER GREAT STATIONS OUT THERE THAT PLAY THE SAME 300 SONGS OVER-AND-OVER AGAIN.
• NIGE DOES NOT TAKE REQUESTS; HE PLAYS THE MUSIC HE WANTS TO HEAR.
• YOU CAN’T CALL NIGE, YOU CAN ONLY EMAIL HIM, AND EVEN THEN, HE PROBABLY WON’T EVEN READ THE EMAIL SO DON’T BOTHER.
• NIGE DOESN’T TARGET A SPECIFIC DEMOGRAPHIC OR SOCIOGRAPHIC – IN FACT, HE DOESN’T EVEN KNOW WHAT THOSE THINGS ARE. HE JUST PLAYS BLOODY GOOD MUSIC.

It’s an interesting play from the network as DAB+ listenership isn’t yet measured by the GfK survey of Canberra, and will be a significant extra time commitment by Johnson. In terms of a highly specialised new music station to an undefined demographic or genre, it plays against any traditional model.