Southern Cross Broadcasting has the only national talk radio network
covering Australia’s major capital cities. Most of the network’s on-air
presenters are the dominant personalities in their markets and its news
team ensures that every major event, local, national and global, is
covered. The company’s sales teams are among the most highly trained
in commercial radio in the country and are equipped with the latest computerised sales management tools and systems to ensure an effective
service for clients and to efficiently provide data and information
to management. The network benefits from the sharing of ideas for promotions,
advertising and marketing. Members of the Talk Radio Network generate
hourly news services everyday, which are delivered by Southern Cross
Syndication to 161 radio stations across every State of Australia, making
Southern Cross Network News the most widely heard commercial radio news
service in the Nation. With the increasing fragmentation of the FM music
market brought about by new entrants, the opportunity for talk radio
to grow audience share in the younger adult demographics, and consequently
increase the network’s attractiveness to advertisers, has never been
greater. The strength of its personalities and the best commercial radio
news infrastructure and resources in Australia make the Southern Cross
Talk Radio Network attractive to listeners in all adult demographic
groups. This positions the network for further market share and revenue
growth.
2UE
broadcasts to Sydney, the nation’s largest radio market, containing
almost 3.7 million people, with total radio advertising revenue
valued at around $190 million. 2UE operates under the banner of
‘Talking Sydney’.2UE has been under constant pressure in recent times from its major competitor. While the competitive nature of the market is unlikely to change in the foreseeable future, 2UE will undergo extensive adjustments to improve its ratings and profitability. The current challenge for the station is to drive revenue and ratings growth by optimising its solid programming mix of news, talk, sport, information and entertainment.
2UE is an opinion leader in Australia’s most important radio market and its line up includes some of the Nation’s most influential and controversial personalities. The station also has the biggest commercial radio newsroom in Australia. John Laws continues to be Australia’s most listened to talk personality and is heard across Australia on 62 radio stations.
Melbourne’s
3AW is the most listened to talk radio station in Australia,
according to ACNielsen audience ratings data. The Melbourne market
represents almost 3.4 million people with radio market advertising
valued at around $122 million.3AW provides a constant stream of news, sport, current affairs, talkback and entertainment under the banner of ‘Talking Melbourne’. The station is the dominant talk radio player in Melbourne, particularly with listeners aged over 40 and has no other significant commercial radio talk competitor.
3AW’s comprehensive coverage of the AFL football scene is unsurpassed on commercial radio. With the biggest personalities and most experienced coverage team, the station provides the best live calls of all the big games combined with daily discussion of all AFL news. 3AW has consistently been the number one rating station in Melbourne.
4BC
is Brisbane’s only commercial talk radio station in what is one of
Australia’s fastest growing markets with over 1.5 million people and
radio advertising revenue of $62 million.
Under the banner of ‘Talking Brisbane’ with a mix of news, talk,
information and sport, 4BC has reaped the benefits of rebuilding and
program reinvestment in the prior year and now has the right on-air
combination of talent to build a solid audience in the medium to
long term. 4BC is the only commercial radio station that broadcasts
National Rugby League games in Brisbane. 4BC’s ratings position is
expected to grow during the coming year.
Perth’s
6PR has maintained its position as the leading talk radio station in
the market. The Perth radio market has a total audience of more than
1.3 million people and total advertising revenue of $46 million.
The station presents an entertaining mix of news, current affairs,
sport and information, along with its exclusive commercial radio
coverage of AFL football in the West.
On the back of the station’s strengthened line-up and its football
coverage, 6PR’s position in strengthening with growth in audience
and revenue market share.
Adult
music station Magic 1278 continues to fill a niche in the Melbourne
radio market and makes a solid contribution to the company’s
results. As a sister station to 3AW, Magic 1278 benefits from the
sharing of facilities and personnel. Magic 1278 performs strongly in
its targeted demographics of 40-50 and 50 plus years of age.
In
March 2003, Southern Cross Broadcasting acquired 4BH. 4BH broadcasts
an easy listening format on the AM band to metropolitan Brisbane.
This acquisition significantly strengthens the group’s position in
the Brisbane market. Now combined with 4BC, 4BH will realise the
benefits of sharing personnel and facilities with its sister
station.
96FM
has been a consistent performer in the Perth radio market,
especially with the younger audiences.
In the second half of fiscal year 2003, 96FM’s trading was adversely
affected by a new FM competitor. However, the format of 96FM
programming was changed to target a more mature and desirable
audience. The change in format to attract the lucrative 25–39
demographic has met with immediate success where the station is now
ranked number two in its market.