Goodbye Talking Lifestyle; we hardly knew you
Macquarie Media is preparing to drive a stake through the heart of Talking Lifestyle – a failed format of infomercials and sponsored content that drove listeners away in Melbourne, Sydney and Brisbane.
It was launched 18 months ago following the merger of Fairfax Media and Macquarie Radio Network in 2015. But it was met with listener resistance and apathy from the start, despite it being talked up as a ‘pioneering concept’.
And now it’s about to be consigned to radio history books.
The Talking Lifestyle format will cease to exist after Saturday and will be replaced by ‘sport’ in all three cities and just in time for the Commonwealth Games on the Gold Coast.
Very few staffing announcements have been made, apart from the signing of former SEN drive pair Mark Allen and David Schwartz to 1278AM in Melbourne.
It’s led to speculation that perhaps some to the Talking Lifestyle presenters may be ‘recycled’, thus avoiding payouts before the end of the financial year and presumably before the expiration of current contracts.
We still don’t have a name for the new entity or know which sports will be broadcast into each city or whether NRL will be heard in Melbourne or AFL into Sydney and Brisbane.
How much content will be shared? Will each city have an ‘individual identity’?
All will be revealed when the flip is switched on April 1st; April Fools Day. But will the joke be on us?