Nine Radio rebrands as Tapt Media

Nine Radio will become Tapt Media when the sale of the talkback radio network to the Laundy Family completes at the end of April.

The shift in corporate identity will leave the consumer-facing brands — 2GB in Sydney, 3AW in Melbourne, 4BC in Brisbane and 6PR in Perth — unchanged, according to a press release issued from Nine.

Tom Malone, who is currently managing director of Nine Radio and will become CEO of Tapt, said the name was a “statement of intent”.

“‘Tapt’ perfectly captures our energy as we expand deeper into the digital space. It’s about being connected, being in the know, and providing a platform that is as vibrant and agile as the audiences we serve,” he was quoted as saying in a press release.

In an email to Nine staff, Malone reassured staff that “your roles, your passion, and your dedication to our listeners do not change.”

“While our national look and name are changing, our DNA remains the same. Our Stations: 2GB, 3AW, 4BC, and 6PR keep their strong brands and names and remain the bedrock of our business.

“Our Strategy: We are doubling down on our digital agenda—investing in streaming, podcasting, and the technology that defines modern distribution and commercialisation.”

The four talkback brands are radio call signs with long histories — in 2GB’s case, stretching back almost 100 years to its launch in August 1926 (and named in honor of 16th-century cleric Giordano Bruno). The number identifies the state (2 for NSW, 3 for Victoria, 4 for Queensland and 6 for WA) and the two letters in general reflect the identity of the founders.

Nine agreed to sell the radio network to the Laundy Family Office for $56m in January, with the sale expected to complete on 30 April. The Laundy family, headed by Arthur Laundy, runs a hospitality network of more than 40 venues across Australia.

NOTE: This article was corrected to place Giordano Bruno in the correct century.