2DAY receives the nominal share for switching on the TX, embarrassment to staff.
They need to stop thinking of being in a three horse race, run their own race, find out what clients aren’t being catered to by Sydney radio and adjust music to suit.
Smooth successfully exploited the market gap; gaps still exist for 2DAY.
If they want to keep advertisers happy for a national buy, run a Sydney Hit (terrible name) on DAB+ and their delusionally loved Listnr, shove all the national hit clients and network dross on there.
Build a low cost talent station with 2DAY and invest in the music and sales staff/strategy/training to grab clients and make revenue.
Why do they need to get a big name for Triple M Melbourne, if you look at some of the other Triple M breakfast shows, they aren’t all mega celebrities or comedians, e.g. Roo, Dits and Loz in Adelaide, Xav & Michelle in Perth and Marto, Margaux and Dan in Brisbane. Can’t they settle for a simpler breakfast show.
The more I think about, Kate and Ed don’t really scream ‘Triple M’ to me. I wouldn’t be surprised if they go for a more left field option like Hughesy + Dale Thomas.
Enough of Ed please. He’s a proven failure. Been on multiple 2Day Breakfast shows that have failed and he’s the worst panelist on Have You Been Paying Attention?
In those three markets, to their target demo, they are well known.
Roo and Dits fmr footy, Xav fmr 929 breakfast and fmr footy, Michelle been around radio a long time, Loz less so but a clear sign they’re after her sort of market, Marto ex rugby and once a tradie, Margaux wife of Broncos player and so on.
SCA are playing a game long finished decades ago, paying big money for breakfast talent.
Yet they have no money for the staff that make a station great and a pathetic shadow of their former self for marketing.
So go for radio people who know radio audiences and how to build them.
Then keep it simple as @utaussiefan says, plug the glaring holes in the commercial market and make some proper money on what should be marquee assets yet are embarrassingly underperforming.
Stale decision making by SCA group programmer, Dave Cameron who is Melbourne based. He needs to create some space between the station and his decisions.
SCA have cut back too much and not groomed the next generation of programming talent.
Not to be too fussy, but Ditts is a former World Champion Squash player. After moving to Adelaide it took me a while to work that out, as he still bangs on about Port as much as Roo does about the Crows.
FWIW the show is decent, Roo has a lot of sway in Adelaide, and Lauren brings a healthy younger female perspective to balance the show, and they’ve been doing very well in the ratings for a while now.
I totally agree. I’d love to see a Triple M breakfast show emulate the Rebel FM breakfast duo of Ash & Jake. They’re personable, entertaining, and connected to their audience, without needing to be “big names”. Such an entertaining show for a rock audience.
Now there’s an idea. I never listen to Triple M, but if their breakfast show was hosted by “the nobodies” I would tune in to hear what the hell was happening.
I would be intrigued and not have any expectations. The billboards for the show could have their faces pixelated.
I suppose I am just a little disappointed with radio in Australia. My laptop has a refresh button. I wish my radio did as well.
2Day did with Dan and Maz, and also with a solo host in Jamie Angel, they were unknowns, neither of those worked out.
I agree unfortunately that Sydney and Melbourne listeners seem to want big name personalities in breakfast radio. And the ad spend there makes them viable eg K&JO