SCA has unveiled the Heart Network, a new national music brand launching on DAB+ and LiSTNR. Debuting with two stations, Heart and Heart Hits, it is backed by a roadmap for further expansion across genres and formats.
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 ‘audience that matters’.
Heart is crafted for a female audience, offering a mood-based format with a diverse range of songs spanning the 70s, 80s, to now, featuring artists like Whitney Houston, Jennifer Lopez, Taylor Swift, Ronan Keating, Crowded House, and ABBA.
Heart Hits caters to a nostalgia-driven audience with school hits from the 70s, 80s, and 90s, with iconic hits from artists including Madonna, Lionel Richie, Elton John, Queen, and U2.
Heart represents an opportunity to engage new and diverse audiences through a digital-first music experience. With its initial focus on mood and genre-based formats, the brand is designed to resonate with listeners who are increasingly looking for more personalised, relevant content in the digital audio space. By catering to specific music preferences and listening occasions, Heart strengthens SCA’s ability to serve evolving audience needs across the day.
“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,” Matthew O’Reilly, SCA head of broadcast content, said.
From a commercial perspective, Heart offers a scalable platform for advertisers to connect with audiences in a premium, brand-safe environment. As the brand grows to include more stations and formats, it will unlock a range of partnership opportunities built around clearly defined audiences and listening moments.
The Heart portfolio brand and new stations will enhance the audience’s music experience with a diverse range of tailored content that connects listeners to the sounds they love, as well as unlocking new commercial opportunities for partners and brands.
