DMG Radio will start overhauling its troubled Vega stations in Sydney and Melbourne in the next two weeks.

Neil Shoebridge in today’s AFR reports Chief Executive Paul Thompson as saying that Vega’s new program director, Jeff O’Brien, would start rejigging Vega’s music and talk format later this month. “Jeff has pretty much settled on where Vega should be heading.”

Thompson indicated that Vega would continue to chase people aged over 40. “The changes won’t turn the radio world upside down, we’ve done enough of that. The changes will be less surprising and revolutionary than Vega was initially.”

The AFR reports the chief executive of the media agency Total Advertising & Communications, Barry O’Brien as saying: “DMG has a tough road ahead of it. Minimal ratings normally means limited revenue and that won’t change much until the audience increases. The aggressive deals Vega’s rivals are offering because of the soft market is making it difficult for Vega to be added to advertising schedules. Until Vega attracts a bigger audience, all DMG can do is approach as many advertisers as possible and convince them to at least try the station.”

Vega’s ad revenue is an estimated $200,000 a month across both cities.