Youth may rule in American broadcasting, but in Australia, the most coveted demographic seems to be listeners deep in middle age. That’s right, the baby boomers are ruling the airwaves, and a whole new radio station is being launched in Melbourne to attract them. Of course, the new Vega FM will be competing with Melbourne’s three (yes, three) other boomer-focused stations, but no one in the business seems to think market saturation will be a problem. The overriding philosophy behind going after an older generation of listeners may sound odd to Americans, but the business strategy makes a lot of sense: young people are fickle and hard to please, whereas middle-aged folks generally know what they like and enjoy a steady, predictable diet of whatever that is.