Change in 2DayFM breakfast aims for younger audience as SCA hints at station rebrand
Southern Cross Austereo is looking for an “immediate ratings boost” on the struggling 2DayFM network in Sydney after confirming popular duo Hamish Blake and Andy Lee in the Drive slot.
The show is not set to start until July 2015 with SCA’s executive director of metropolitan operations Guy Dobson telling Mumbrella they “decided they wanted six months off between their part time and full-time shows to sit down and clear their heads.”
However, Mumbrella understands the duo are developing a TV project with the Nine Network, but there is no specific detail on timing or the nature of the show.
According to an ASX release, approximately 3.35m shares, worth $3.08m, have been issued today by Southern Cross Austereo as part of a talent contract which according to the company “provides an out-performance incentive that aligns with the shareholder value.”
Let me get this right. 2DayFM is going after a younger audience with two 40 somethings hosting the drive show? Got it.
I think Hamish and Andy are about 32 or 33 if that’s what you’re referring to.
Correct Billy.
lol i love it.. 32 and 33. are considered young 🙂
Just because they are younger than the programmers and or execs doesnt make them young.
Bring back “Uncle” Doug Mulray
One step back to take one step forward…hmmm
wow what a bunch of experts you guys are. I don’t work for SCA, and I have no vested interest in whether they are or aren’t successful, but the younger approach clearly is in reference to an overall brand position – breakfast, music, imaging, tone – and the fact that H&A are on drive is more about the fact they’re the biggest FM radio show in history.
It makes sense. Not saying the relaunch will be successful and in fact SCA’s efforts in 2014 have shown that they have an ability to screw things up as much as any other network, but to suggest H&A on national drive is a bad move, or will get in the way of a younger brand position, is ridiculous.