2UE boss Brennan: Under our previous management, the fish stank from the head

Tim Burrowes

February 4, 2011 1:57

Sydney talk radio station 2UE aims to lift its audience share to 8.5% by the end of the year, a launch event to reveal its “next generation” programming lineup heard last night.

The same event saw program director Peter Brennan blame the station’s ratings woes on the previous management, telling Mumbrella: ‘The fish stinks from the head. I think it’s suffered from poor management.”

https://www.youtube.com/watch?v=_M-2zGys7kM

Brennan left rival talk station 2GB in 2009 and joined Fairfax Media’s 2UE last year.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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3 COMMENTS

nickatnights 4 Feb 11

Here are some memories from the once mighty 2UE 95FOUR:

https://www.youtube.com/watch?v=bF0PtUgrdc4&feature=player_embedded

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Kate 4 Feb 11

(Edited under Mumbrella’s comment moderation policy) While I’m happy radio bosses are finally adding some new voices into the very shallow talk radio talent pool, I feel for (edited under Mumbrella’s comment moderation policy).

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David (aka nickatnights) 5 Feb 11

Between 1980 and 1985 in Sydney many 15 – 25 year olds found the “band” button on their radios and flicked the switch from AM to FM.
For 2UE to grow they need to educate these same people (who are now in their 40s) to flick the switch back to AM.
Many of my friends don’t even have AM stations tuned in on their car radios. Yet they complain that FM radio is losing its appeal (fake laughs, simplistic news services, non funny comedians, limited playlists).
One of 2GBs weaknesses is that all of its announcers toe the Jones / Hadley line on border control, climate change and every other issue. It seems that there may be some difference of opinion on 2UE – compare David Oldfield / Jason Morrison with Paul Murray. This would be unlike 2GBs programming philosophy of “24 hours a day – 7 days a week – 1 opinion”.
Another weakness of 2GB is that this single opinion position means that it is seen by much of Sydney (especially ABC listeners) as radio for the great unwashed.
So three opportunities:
– grow with an FM to AM switch.
– grow with a point of difference to 2GB (different opinions).
– grow with a younger, polished sound.
Good luck!