Mumbrella editor Vivienne Kelly has revealed some interesting conversation she overheard during an OB of Carrie and Tommy.
https://www.radioinfo.com.au/news/loose-lips-sink-ships-mumbrella-editor-overhears-something-she-shouldnt
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I think most of us would agree with him.
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Yep. All aspects of 2DayFM need to be completely relaunched, including the station name.
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Just call it Hit 104.1 and be done with it IMO. They wonât get anywhere near the top at breakfast for a while so they might as well invest in some other slots and poach some under-utilized talents from other networks.
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I agree. Either keep 2Day and return to CHR or rebrand to Hit104.1 and still return to CHR. Make hit music the hero.
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Hit has flopped and theyâve reverted to 2Day, so why do people keep suggesting that they need to rent and as Hit again?
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Just for the record, I personally think 104.1 Sydney needs a new name that isnât Hit remembering the failed dual branding experiement which lasted all of about 6-7 months in 2015.
After being associated with multiple scandals over the course of a decade or more, Iâm yet to hear a compelling reason why the 2DayFM brand should remain.
That is something I think we can all agree with. Bring in underutilised talent from Nova or KIIS for some timeslots, and promote some up and coming talent from Hit stations in smaller metro or larger regional markets for other timeslots.
Not really sure what should be done about 2DayFM breakfast given the amount of high profile talent which has failed to gain any significant ratings traction in recent years. Perhaps theyâll just have to hang onto the current music-centric format until Kyle & Jackie O (who I canât see going off air anytime soon - if anything, Iâm actually expecting to hear K&JO on WSFM whenever ARN inevitably decides itâs time to move on from Jonesy & Amanda) or Fitzy & Wippa call it a career.
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Just for the record, you donât need to mention it 50 million times in the thread. 
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Personally, I think they need to rebrand as Hit 104 and drop the 2day fm brand all together.
The dual brand approach at the beginning was half assed and was going to fail.
Go back to CHR and adopt the regional hit playlist, there is enough difference in this log between Nova and Kiis. Get someone like Dan and Maz, not expensive to do breakfast, and just go with it.
It wonât beat Kiis or Nova in the ratings but just let it build over time. Take the BOG approach donât care about the ratings.
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I think⌠for as long as FOX retains that brand in Melbourne, the same will occur will in Sydney with 2DAYâŚ
It would look odd if only either Sydney or Melbourne was the only station on the network that didnât use the HIT brand as itâs main brand.
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The difference is the Fox brand is strong in Melbourne whereas the 2day fm brand in Sydney is Shit, thanks to past scandals, constant changes in format, and breakfast personnel over the past few years.
It is the station that needs to be blown up and relaunched as Hit.
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Given the move away from âhitâ music for the majority of the network, I wonder what name SCA wouldâve gone with for all its regional rebranding had they had their time again?
Star? Hot? Fox?
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I think Iâve said it here before but when youâre #3 in a 3 horse race for an audience, if youâre going to stick it out you need to double-down and become risk-averse.
I would do this:
1 - emphasise the TODAY in 2Day by tightening the playlist to Top 40 and a handful of recurrents.
2 - Brand "104 POINT 1 2DayFM⌠Continuous Hit Music - and get rid of the US VOs. Run simple, concise sweepers. A simple â2DayFM⌠New Music Firstâ is suffice.
3 - only stopdown twice in an hour, three times if needed to get credits or competitions away.
4 - keep the âWall of soundâ going by tightening all segues and keeping jocksâ breaks tight and focused solely on TSL by super-selling top hits still to come and creative hooking
5 - running a different music log during live network programming. It can be done
6 - Drop RnB Fridays - itâs run its race
When you have the structure in place and your cume is increasing, you can slowly throw âwowâ songs into the mix (nothing pre-2000)
Let Nova and KIIS run their race and ignore them. If youâre going to stay in the battle, run your own race first.
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They may not be new/fresh hits, but they are still all hits. Hit is still a perfectly suitable name.
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Portmacman, I couldnât have summed it up better myself.
If 2Day went down that path Iâd definitely choose them over Nova and KIIS.
In fact, a move like that from 2Day might make Nova knee-jerk and become more edgy overnight (as they used to be).
As mentioned elsewhere, I am loving the new 2UE sound. If only there was a CHR/Top 40 station doing the same.
More music doesnât necessarily have to mean more variety.
2Dayâs strength is that they donât have to worry about their talent (and listeners) getting old (unlike Fitzy & Wippa and K&J). They can keep their music hot and fresh for years to come.
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If they really went hard into newer music, they could get a DJ like Ash London or someone like Jason Dundas etc to do breakfast with celebrity interviews and new music, kinda like early days of On Air with Ryan Seacrest.
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They did do that.
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Just listen to KIIS 1065.
No point wasting time waiting for 2Day FM to come to their senses.
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Totally agree. You donât need big names to pull in listeners, just talent that can tell a story and be relatable to an audience.
Perfect opportunity to rebrand to hit1041 and promote within.
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Smartass attempt, but you well know they didnât, she was part of a zoo format.
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