ACE Radio (3MP)

[Rob_Melb_AU]

@NDY

Anyway I can’t see Ace putting in the dollars for a talkback format - my money is on the same format heard on the AM network, with Sean & Kate for breakfast & Damo on mid-dawns. They will probably have announcers outside of this time, but it wouldn’t surprised me if it was voice tracked, maybe even by existing talent at the regionals.

IMHO, @NDY is hitting the reality curve, as I suspect ACE will be running this on the bare bones initially. Further up in this thread there are a whole heap of comments about the letting go of announcers in response to COVID-19s impact on advertising revenue. Can’t imagine this has changed heaps, so they are unlikely to suddenly have a heap of cash to sink into 3MP. My gut feel is the following:

1. All the heritage stations in the ACE network are traditional call-signs except Gold1242. If there wasn’t a Gold104.3, Gold1377 would be a shoe-in. However, that ain’t going to happen. Of all the brand names used over the last decade or so - 3MP, MyMP, MTR, Classic Rock Radio, I reckon 3MP will have the greatest recall…and when you’re on a budget, it’s probably the go-to. There won’t be a significant difference in the 3MP format to the rest of the AM Network. Whilst Classic Rock Radio would be great, it will be Greatest Hits…that’s one playlist for the entire AM network.

2. I expect the logo will be same as the rest of the network…along the lines of:
   

   
   .
   Hardly inspirational, but still better than Magic1278!

3. Gold1242 has the least networked content from 3AW, so I expect it will probably provide the most networking (along with the Morning Rush from 3YB). In contrast to @thesub1 I can’t see Melbourne being used as a significant hub initially. As I understand the local content rules don’t apply to Melbourne, hence it makes more sense to network shows into Melbourne if you are trying to be more than an automated playlist and you don’t want to put more people out of work in the regions. Expect a bit of voicetracking from ACE regional announcers - this will keep the costs down.

4. ACE have a small presence down St Kilda Road. I wouldn’t be surprised if this has a small studio (possibly using equipment from when it operated the Radio Training Institute) that could be used for providing the Melbourne 3MP presence, but most programming will use existing ACE regional studios. Not hugely different to SEN’s purchase of 2CH…

@Journo

Nope, they only need the frequency and the stick, for networked programming.

5. As much as I’d like to see the return of either Koool or Aussie, the initial DAB offering will be what is cheap and easy. Therefore I expect a piped-down the link version of Mixx. With no stations using this name in Melbourne, it is the most generic of ACE’s CHR brands.

6. I wouldn’t be surprised if 3MP remains outside the ratings at least for another year, as part of a keep the costs low approach.

Possibly, not the most optimistic station change over predictions, but when the economy is in a tough space, cash will not be fast flowing…