Radio 2UE confirms plan to replace News Talk with lifestyle and branded content

The chairman and executive director of Macquarie Radio Network has confirmed Radio 2UE will ditch its news radio roots and move to a new show format, with paid-for lifestyle content set to feature as the struggling station looks to increase revenue.

screen-shot-2016-09-08-at-4-06-29-pmRussell Tate told Mumbrella that some segments will contain branded content, with sponsors earning the right to be on air and answering listeners’ questions.

But he rejected suggestions that such a move would cause the station in some way to lose its integrity, and dismissed ABC’s Media Watch – which took a critical look at 2UE’s advertorial content earlier this week – as a “crappy show” which churns out “drivel”.

“I didn’t see what was on Media Watch and I don’t care,” Tate said. “I’ve got too much to do without watching that drivel.”

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