SCA has today unveiled the Heart Network, a new national music brand launching on DAB+ and LiSTNR.
Debuting with two stations – Heart and Heart Hits – SCA says the new network is backed by a clear roadmap for further expansion across genres and formats.
The Heart brand is designed to help listeners relax and escape. Heart and Heart Hits are adult contemporary formats, each with a distinct music position, to reflect the growing diversity in music tastes and unlock new listeners in the 25-54 age group, regularly spruiked by SCA as the ‘audience that matters’.
Heart is crafted for a female audience, offering a mood based format with a diverse range of songs spanning the 70s and 80s to now, featuring artists like Whitney Houston, Jennifer Lopez, Taylor Swift, Ronan Keating, Crowded House and ABBA.
Heart Hits caters for a nostalgia driven audience with school hits from the 70s, 80s and 90s, and artists including Madonna, Lionel Richie, Elton John, Queen and U2.
The Heart brand is designed to resonate with listeners who are increasingly looking for more personalised, relevant content in the digital audio space.
Matthew O’Reilly, SCA Head of Broadcast Content said “Heart strengthens SCA’s already diverse music portfolio and marks our entry into the world’s most popular format — adult contemporary. It’s the leading format in New York, Los Angeles and London, and now SCA has a powerful adult contemporary brand of its own. Heart is built for listeners seeking a more personal and mood-based experience, while expanding our reach as the Number 1 network on DAB+. With Heart, SCA continues to lead the evolution of digital audio in Australia.”
From a commercial perspective, SCA says Heart offers a scalable platform for advertisers to connect with audiences in a premium, brand-safe environment.