Coast FM move launched in Hawke's Bay

Coast Breakfast host Bernadine Oliver-Kerby was at Linden Estate Winery for the launch of Coast to FM in Hawke's Bay yesterday. Photo File

Two radio personalities popped into Hawke's Bay for a special event in Eskdale yesterday.

Coast Breakfast hosts Jason Reeves (a former Karamu High School head boy) and Bernadine Oliver-Kerby were at Linden Estate Winery for the launch of Coast to FM in Hawke's Bay.

More than 50 people attended the launch where they heard from the duo about the station.

Coast changed from AM to FM frequencies replacing Radio Hauraki on 99.99FM in January.

NZME Central Region general manager Glen Smith said the launch was a wonderful way for clients to meet the talent and learn about the radio station's listener profile which was more suited to the popular FM frequency.

Coast is New Zealand's biggest music station for the 40 plus listener range and the move reflected this boost, he said.

The Coast Breakfast hosts spoke about the station and how it had changed to cater for a younger 30-50 aged family audience with people having children later in life.

The new Breakfast programme's audience were often high earners and loved to hear about experiences, travel and music, which was reflected in the changes.

The hosts will be spending the rest of the weekend being filmed by NZME experiencing the region with the help of Hawke's Bay Tourism to promote the area for listeners.

Coast content director Raylene Ramsay previously said the switch to FM was a sensible move for that station.

"Coast is a music rich radio station and for many years the audience in the Bay have been asking to listen to the number one 40 plus music station in the country, on FM.

"Most of the Bay's population sit in the 40 plus age bracket, and it makes sense to provide our listeners with the optimum listening experience. Hauraki's audience are predominantly younger and embrace the iHeartRadio platform, as we've seen with the huge numbers listening to the ACC (Alternative Commentary Collective) on their devices via iHeartRadio."

Hauraki will continue to broadcast on AM, and both stations will be available in crystal clear digital sound on iHeartRadio.

NZME entertainment group director Dean Buchanan previously said the change would only affect listeners in Hawke's Bay.

"Coast as a radio station is already New Zealand's number one station for people aged 40 plus.

"It's been very popular for years across the country but ever since we introduced Coast on AM in Hawke's Bay, we have had a lot of listener demand from people wanting it on FM.

"It's a no-brainer really, it's something that's been asked for by listeners and by advertisers who are very keen to be part of the brand.

"We see great potential, we know people love the music and of course, listening on FM is better."

The change in frequencies only affected listeners in Hawke's Bay.