Wait. So they went from no HIT branding in their DAB+ stations, to having HIT branding, to having localised branding, and are now back to no HIT branding for some of their DAB+ stations.
Who’s keeping up? Probably just the SCA Production team.
7 Likes
Yeah, as far as I can tell there’s absolutely no logic in the branding (and to some extent, programming - been quite a few defunct formats from them over the years IIRC) strategy of SCA’s DAB+ stations!
4 Likes
If it’s “Easy 80s” it will probably be different to the ARN 80s digital station as the name implies there won’t be any rock music on it eg. INXS, Oils, AC/DC.
3 Likes
Happy?, yes, all they need now is a 00’s only station.
2 Likes
Hit Dance is basically 00, nothing new on the playlist.
3 Likes
00s Dance is surely up next. Though I don’t know whether SCA would be particularly happy about calling it “Noughties Dance” on air.
1 Like
Noughties Buddha? 
4 Likes
Hit Naughties may get them into a bit of hot water too. Just like Hit The Fox a few years ago.
2 Likes
They could save themselves a lot of issues if the just called themselves Hit FM instead of Hit, because then it would be:
Hit FM: Dance
Hit FM: Naughties
and so on.
5 Likes
You never know… I feel it’s a lost opportunity not to name it Lite & Easy 104.1…
But realistically speaking, yes, I’d be expecting it to be rather soft and dreary. A smooth classics if you will.
As for Buddha… Bali Buddha anyone?
3 Likes
SCA only have themselves to blame that new music isn’t working. They haven’t put up much of a fight against Spotify and instead retreated to a safe playlist.
With so many so called experienced people working at the networks, they still continue to get it wrong but it’s the little guys (the on air talent) that suffer the post.
3 Likes
Isn’t that a brand from last century.
3 Likes
That hasn’t stopped other broadcasters from reverting to heritage brands.
2 Likes
Some are worth reviving but that is a terrible brand.
3 Likes
I don’t think it’s that bad - and I’ve certainly heard worse… some American ones are really bad.
3 Likes
I think there’s a certain other company that might have something to say about a “Lite & Easy” brand in Australia. Plus it’s an awful name for a radio station.
4 Likes
KIIS is much older.
Lite FM works for New York and Chicago.
4 Likes
R.I.P.
April 1988 - September 1989.
6 Likes
It’s not really about age for me - KIIS was originally a callsign and also has aged really well (I still don’t like that it’s been used by ARN) but Lite & Easy just sounds rubbish to me. Sounds more like a slogan or positioner than a name. Lite FM sounds a lot better.
“Lite & Easy, Lite FM” would sound good on-air too.
3 Likes
Funny that, when I Google for images of Lite N Easy 1269, all I see are pictures of food and happy people who look like they’ve lost a stack of weight.
No 2SM logos at all!
7 Likes