Nine are experimenting with Nine News bulletins on Adelaide’s fiveAA (5AA) and I think you’ll find there’s a purpose to that and this purpose will become more apparent.
One possibility is a music format with extended news bulletins. You could have a format with news on the half-hour and, like News Radio, vary what features with each bulletin. You could also have major bulletins at times of day such as midday and 5pm that run for 30 minutes.
Nine News would be a sensible way of leveraging the breadth of content Nine can bring to Macquarie. While it’s also true that audio clips from across the Macquarie Talk network could also feature on a new format.
But it’s just lame to package up such programming capacity as “Macquarie Radio Extra” or something of the like.
I would suggest that music is the best way to glue together such a format - the type of format that used to be known in the United States as the “full-service” format (music and talk elements tailored to a purpose)
Whatever the audience of Macquarie Sports Radio, I doubt anyone listens for long periods. We already know that ABC News Radio, like sports-talk radio, only gets small numbers staying tuned for long periods.
So the best use of Nine News would be to position a music format - such as saying “we are the music station with extended, comprehensive news bulletins”. In ten words, listeners are given a reason to differentiate that station in their mind.
You can’t differentiate concepts like “extra” or even the latest such offering - SEN+. Such services already have microscopic audience levels on DAB+