Farewell KOFM, hello Triple M Newcastle

Assistant Editor

Southern Cross Austereo‘s Triple M Regional Network grows to 45 stations today, with KOFM officially becoming Triple M Newcastle today.

It follows the recent relaunch of 4TO as Triple M Townsville in September.

Triple M Newcastle will continue to produce local shows and content, including Tanya and Steve on Breakfast, JR on Weekdays and Arvos with Little A, as well as the widest variety of music, sport and comedy and Kennedy Molloy on Drive.

“We’re so excited to be part of the evolution from KOFM to Newcastle’s Triple M it’s a win-win!” said Tanya and Steve.

“We’re still everything Newcastle but now we have more access to bigger national and international music acts, sport events as well as more resources at our fingertips to keep in touch with what’s happening in our backyard and around the world.”

“Of course, we’ll still be here each morning to wake up Newcastle… So long as our alarms keep working!”

“The transition to Triple M is immensely exciting!” added SCA GM for Newcastle Ash Myatt.

“KOFM will always hold a place in our hearts and the history of our city, we have been there through some of the best and the most challenging times and promise to remain devoted to our listeners and the people of Newcastle and the Hunter.

“Triple M will open up a world of opportunity, inside access to the Newcastle 500 Supercars, access to bigger stars and artists and more entertainment than ever before.”

On the day of the launch, Triple M Newcastle played a nostalgia-evoking memories package going back through the history of KOFM.

Since 2016 SCA has rebranded almost 45 of its regional assets under the Triple M banner, with only 2GO Gosford, mix94.5 Perth and 92.5 GOLD FM Gold Coast the only stations holding their old branding.

Speaking with Radio Today in August, SCA’s head of media & marketing Nikki Clarkson and head of regional content Mickey Maher said that the rebrand of KOFM will strengthen the Triple M brand significantly.

“With all our rebrands, our aim is to deliver a great listening experience with the best local and national content possible,” said Clarkson and Maher.

As for the future of 2GM, Mix94.5 and GoldFM, SCA have said there are “no imminent plans at this stage to rebrand.”

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The Novos
9 Nov 2018 - 9:15 am

Can some please explain how changing the name to Triple M will give KOFM “more access to bigger international acts, sporting events and more resources at our fingertips”? And also how it will “open up a world of opportunity with the Supercars”? What extra content will they now have acress to that they don’t? Cut the BS! You’ll have exactly the same opportunity you’ve always had being apart of SCA. Apart from cost cutting on generic branded mmm stickers and t shirts and the person who records artist id’s the listener and Newcastle benefit is zero. Steve and Kim have played a very smart game here with their support of this. They are the only bit of heritage this radio station has, hope they kick down the door for a black thunder load of cash come contract time. I’m mean, they’d have extra cash now the station is Triple M, which if you believe the hype are better connected to everything than ever before. Eye roll!

James
9 Nov 2018 - 10:42 am

Regardless of the name change there is a wonderful team driving that station with a huge focus on strong local content and that breakfast show couldn’t be more Newcastle! Makes sense to line up all of these stations with the MMM brand, makes life easier for production sharing, PR opportunities and in reality these stations have re branded many times the past 50/60 years… was 2KO back in the day. You can always retain or rebuild… whatever you need to do.

Leigh
9 Nov 2018 - 11:57 am

Congrats guys great execution. Fantastic production piece for the launch.

Gary
9 Nov 2018 - 12:03 pm

@The Novos – PLEASE try understand the benefits of a national brand and the local stations leveraging that.

Relax Frankie
9 Nov 2018 - 4:49 pm

It doesn’t matter what your terrestrial signal is called.
Even the name “Manangatang Thirds FM” will get listeners if you have relevant and local content for your audience.
It’s 2018/9….get in the boat.

Sydney is the best
10 Nov 2018 - 6:52 am

Remember when Newcastle was not part of Sydney? In the old days it had its own radio stations. It had its own soul. It’s own identity. It’s own people. It’s own brands.

At least now the big music acts will tour Newcastle. In an interview the other week I heard The Eagles comment that they would not tour Newcastle whilst 2KO was broadcasting.

The Novos
10 Nov 2018 - 9:43 am

@gary I’d love you to explain exactly what benefits they will now receive as mmm that they wouldn’t have as KO? And what leverage? They were and still are apart of the country’s biggest network, apart from the production guy carting generic imaging from sydney there is zero!

Dan
10 Nov 2018 - 1:43 pm

What about Mix in Canberra? So many Triple M references. Change them over too, cos Mix doesn’t mean anything.

Marketing Sherpa
12 Nov 2018 - 8:49 am

Here’s an opinion piece I wrote about this 18 months ago which got some traction and Radio Today kindly re-published on this site. http://radiotoday.com.au/austereo-fails-triple-m-re-badge/. To me, nothing has changed. This re-badge remains a Sydney-centric idea implemented for major advertisers and to save money on maintaining 50 different ‘style guides’. No obvious or tangible benefits for locals.

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