Hi Kerry, welcome to Media Spy.
I think it is very depressing that a failing television network is stamping its brand on everything despite promising to be “a house of brands”. Take the S off the end and you’re closer to the truth.
Southern Cross works perfectly fine as a generic name, what with most of the brand’s heritage now gone (outside of, say, Tasmania). Otherwise, pick something else… hell, Stokes Media is almost less on the nose.
SCA was Southern Cross Media Group’s trading name
It feels very much like relevance deprivation, continuing to believe that FTA Television is where it’s at. I get why they might want to distance themselves from a Southern Cross-related branding given the bit of a basket case they became, though.
Feels like they’ll be yet another media company trying to relive history while the rest of the industry moves on
I get the feeling the media owners are in for a seismic shock at some point around the value of their FTA businesses. The bleeding seems to be happening already but they seem to have their heads in the sand.
Unless you lived in the Bendigo/Central Victoria, Gippsland and Mildura regions where Southern Cross was the name of the local TV station from 1982-1994 (when SCN became Ten Victoria)
The financial value is in the toilet (even a quick reading of Southern Cross’ financial results shows that). However, they still carry significant (but arguably diminishing) non-financial value, and I suspect that’s what they’re holding on to.
That is not quite correct. Southern Cross Media Group Limited is the parent company. Underneath that they have/had radio and television ventures and so on.
Southern Cross Austereo Pty Ltd is a separate legal subsidiary with Southern Cross Media Group.
So Seven merged and they Seven was swollowed up by Southern Cross Media Limited and that parent name remained (hence looking for a name change). SCA Pty Ltd remains a separate and if the parent name changes to Seven Media Group then SCA would remain a separate legal entity.
Yes of course. I was talking about the masses. I would predict most of Australia would know 7 but a minority would know SC.
Just call it Chicken Tonight and be done with it. 
I noticed in a recent Seven media release (which has been using “SCA | 7”) that it used the South Melbourne SCA corporate address at the bottom of the document.
This might be more a legal thing, as legacy “ASX Registered Address”? Southern Cross and Austereo’s head offices were always in Melbourne, going back to their roots; SC’s in regional Victoria in Bendigo. So I agree with TelevisionAU on the heritage aspect.
Not sure this location has been that active as an executive HQ though, since the SWM merger and Lund becoming CEO. Sounds like it’s mostly now coming out of Eveleigh?
Kind of like when Seven and West merged, always kept the West’s corporate in Perth as the ASX address for some reason, but all the executive and calls, at least eventually, were always coming out of Pyrmont and Eveleigh in Sydney.
Call it SCEVEN
Mildura was Southern Cross from 1975 to 1990 when it was sold to the owners of VIC TV.
Changing of PR guard at Seven/SCA
SKMG – the Shoebridge Knowles Media Group — will no longer provide PR for Seven West Media, with the media company’s PR needs now being handled by Sound Story.
Since James Warburton returned to Seven as CEO in 2019, handling corporate trade spin was outsourced to SKMG.
They released their final Seven press release on Friday 1 October.
Since Seven became part of Southern Cross Media, the company has shared its wider media messaging between two outsourced PR outfits, SKMG and Sound Story.
SCA/Seven chief Rohan Lund has now consolidated its outsourced PR with Sound Story, who will work alongside Seven and SCA’s in-house PR teams.