60 regional radio stations to become Triple M or Hit Network
Goodbye Hobart Heart FM. Goodbye Mildura Sun FM. Farewell Shepparton Star FM. Welcome Hobart Triple M, Mildura Triple M and Shepparton Hit Network.
Radio conglomerate Southern Cross Austereo announced on Monday it will re brand nearly 80 radio stations across Australia as either Triple M or Hit Network by December 15. The move is designed to simplify the network for advertisers with nation wide promotions.
The move will deliver “better content to our regional audiences” and make it easier for advertisers as the network will be streamlined into two strong brands, Southern Cross’ head of regional media, Rick Lenarcic, said in a statement.
“For the first time, our audiences and advertisers will identify and engage with brands that are both local to their region and national,” he said.
Hit Network will become the largest in Australia with 43 stations, swallowing up regional names like Hot FM in regional Western Australia and Queensland, Star FM in New South Wales and Victoria.pandora bracelets Sea FM in Bundaberg and Maryborough will be re named, but Gold Coast Sea FM and Central Coast Sea FM will keep their names but take on Hit branding and “overtly becoming part of the hit music group of stations”, according to the press release.
The Triple M name and branding will replace small town names like Albury The River, Mt Gambier 5SE AM, Orange 2GZ, Katanning RadioWest and Cairns Sea FM. But six stations will keep their names, including Perth mix94.5 and Canberra Mix FM, while adopting the Triple M branding.
“Four heritage stations; Townville’s 4TO, Gosford’s 2GO, Newcastle’s KOFM, and the Gold Coast’s Gold FM all which operate in highly competitive markets will retain their original station name but more to the iconic Triple M colour pallette,” the company confirmed.
However, there will be no job losses and local DJs will remain in place with local content and play lists.
“The localism in the regional stations will stay the same regardless of the re brand,” Southern Cross’ head of communications, Creina Chapman, told BusinessDay.
After the re brand Triple M will cover 29 stations across the country.
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