Jake Challenor
Publisher & Editor

ARN throws right hook in new 97.3 breakfast promo

It certainly sounds like the gloves are off in Brisbane with 97.3 FM airing a new on-air promo for its breakfast show, choosing to open old wounds instead of break new ground.

Also surprising, is that the new campaign – which you can hear below – includes no audio from the very show it’s promoting.

The promo features a “confused” listener from Redland Bay, making comments like, “When I first heard about the show changing I was angry” and, “Bianca came along, and she totally changed my thoughts on the breakfast team”.

She concludes the 50-second spot by saying, “It’s all about the three of them now, it’s not just one person.”

The revamped breakfast lineup of Bianca, TerryBob began in January after ARN removed long-running co-host Robin Bailey, replacing her with Bianca Dye.

It will be interesting to hear if Bailey’s new home – Triple M Brisbane – will counterpunch ARN’s latest campaign. Radio Today is willing to place a bet they are already on it.

In survey #1 of 2017, Triple M’s Marto, Ed & Robin recorded a 2.9% gain, while 97.3 FM’s Bianca Terry & Bob dropped 2% – losing its #1 position in the breakfast slot, but the station did maintain its title as the market’s #1 station.

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Recent comments (22)
ross wilton
9 Apr 2017 - 8:05 pm

I cant believe that Bianca or Terry would even like this promo.It admits they live in the very big shadow of Robin who is kicking their butt. no winners for 97.3 in this one.

Tom
9 Apr 2017 - 9:16 pm

I doubt Triple M would come back with anything… One would assume they rather focus their time and resources on creating cracking content over writing and producing pathetic rubbish like this.

Keep it ‘Fun, Real and Number 3’ 973

Bull tish
10 Apr 2017 - 3:18 am

If this was a phoner, I’d believe it more, but the fact it’s recorded in house…

Peter
10 Apr 2017 - 7:20 am

Axing Robin was like sacking Carrie from The Project. Big mistake.

Kristian
10 Apr 2017 - 8:11 am

Triple M social media would suggest that people are still angry at Robin joining…. might be hard to find a genuine testimonial like this.

shelly
10 Apr 2017 - 8:37 am

This just seems really shabby and desperate. Didn’t 97.3 learn from the listener backlash when they sacked robin? Move on. Let it go . You didnt want her.

Ray Dio
10 Apr 2017 - 9:18 am

Be interesting to know if the caller was legit… either way, a low blow. You think ARN would be able to come up with something better than this cheap shot!

Kristian
10 Apr 2017 - 9:39 am

Let’s not forget Robin is the one who’s been out in the media seemingly every week rubbishing ARN. Up until now they’re kept pretty quiet but if she persists then they have a right to respond.

Shelly
10 Apr 2017 - 9:56 am

@Kristian- like when have you seen or heard robin say one single thing about ARN in the last 3 months?

Sandy
10 Apr 2017 - 11:19 am

Woah I didn’t think ARN would stoop this low. Terrible promo anyway.

Val
10 Apr 2017 - 11:39 am

97fm are promoting a dead duck but they have to do something. The new show is defunct it has no chance of success now.

Prayem Gartridge
10 Apr 2017 - 2:04 pm

‘Yeah, i think um they play the songs me and all my family can agree on, you know? Variety across my 9 to 5 workday! ‘ remarked, Joan Smyth at a local sporting event. Honestly, I mean honestly. Can you old programmers and old radio nurds go as quick as you can before the rest turn to Spotify. Don’t you understand, that the only people who wear this sort of radio anymore are people born before 1950 and I don’t even think they believed it in the 80s, they just never had a choice. ‘Some OTHER radio stations say they play more music’ – wow, let me flick and see. SINKING

Joey
10 Apr 2017 - 4:03 pm

Has anyone noticed it sounds remarkably similar to the Talking Lifestyle network promos where ex-Magic 882 listeners say how they didn’t think they’d like the change of format, but now they really love it. They’ve been running it for the past two months. Just sayin’.

belinda gavin
10 Apr 2017 - 6:43 pm

I am from Brisbane and everyone I know loves the show. Bianca adds so much to the morning. there is no way the team would let a promo run unless it was legit!! The show does not need any promo to get back to number one #1 🙂

Radio Guy
10 Apr 2017 - 6:47 pm

It’s about time someone shook up Brisbane radio. The new 97.3 show is actually really good. Bianca is a breath of fresh air and Terry and Bob sound like they are finally loving coming to work. There’s a reason they make promos like that. The audience likes what it hears and is just being vocally honest and obviously so does management which is why they are happy to let people know things have now changed for the better

Ima Fan
10 Apr 2017 - 6:55 pm

Those promos are just a light hearted shot across the bow. 973 seem pretty serious about giving Brisbane a show they’ve been hanging out for. From what I hear the show is fun, engaging and internally I hear is loved by the entire staff. They showed they were serious when they let a host and the entire producing team go and bought in fresh talent, experienced producers who have proven track records and understand what Brissy was missing from a breaky show. It’s finally a fun market to be a listener in. Looks like it’s game on moles. I for one won’t be missing a show.

Suspect Device
10 Apr 2017 - 8:38 pm

I’ve heard this promo a couple of times now and each time it just becomes more laughable. How gullible do you take your remaining listeners to be, 97.3?

Lucas
10 Apr 2017 - 8:44 pm

I remember Bianca from when she did breakfast with Marty on 2WIN/i98. She’ll probably do well with a female skew in Brisvegas, and I wouldn’t write off the ARN breakfast show just yet…

Gary Radio
11 Apr 2017 - 9:51 am

Hahaha, this is the funniest (and dumbest) promo I’ve heard on radio. Up there with Kendall’s Pepsi ad. Well done ARN. Didn’t realise you do cringe-worthy comedy so well.

Golden Rule broken
11 Apr 2017 - 1:18 pm

I’m not sure where they are going with this type of promo.
I can’t believe a seasoned veteran like Bob would think this was a good idea.
Why even acknowledge the ex member?
Every punter in Brisvegas knows what went down.
The new lineup is a good product and has the potential to be number 1.
Just get on with it.

Adam
11 Apr 2017 - 11:24 pm

Another great idea out of the “Duncan Short Stories of Programming Success” book.
Quick read too.

S Rhall
2 May 2017 - 4:30 pm

I think this post is sad, below the belt, and I wouldn’t publish this as a positive for the show, because it shows how spiteful some advertisers will stoop

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