Rod Brice on the relaunch of Sydney’s 2CH

 

On the eve of the first radio survey of the year, change has come to the Sydney AM market with today’s relaunch of 2CH.

It’s a fresh start for the station after more than 18-months of uncertainty that culminated in ACMA intervention and its sale to the Glenn Wheatley-fronted ’EON Broadcasting at the end of last year.

EON Group CD Rod Brice talks relaunch and localism to Radio Today.

“This is a radio station with a very loyal listenership. You would have seen the lift in survey eight last year and the TSL for this radio station is strong and particularly strong in 55+.

“Our view was that it would be foolish too ‘blow up’ that market.  We just wanted to fine tune it a little bit and bring it back to being a “Sydney” radio station again. That will be the defining difference. We will be Sydney 24 hours a day, seven days a week.”

The new look “Easy Classics” 2CH aims to better tap into the baby boomer market that doesn’t consider itself ‘old and over the hill’.

“One of the things the audience has told us is that they’re ‘not dead yet’.  They actually resent being called elderly and some resent being called seniors.  These people are alive and well and living life to the fullest and they just happen to like a certain type of music.

“Why do people listen?  They listen primarily for the music and the personalities that we have on air understand the music and can relate to it.  And also, we wanted people with a sense of humour and a sense of fun.”

The on-air line up sees Gareth McCray at the helm in Breakfast, the venerable Bob Rogers in Mornings, Kel Richards hosting Afternoons, Ian ‘Danno’ Rogerson in Drive, while Johnny Young takes on Nights.

“They are all living examples of people, who are moving into a 50+ age group and are still working.  They’re doing it because they love it.  And there are a lot of people out there like that.”

While unwilling to making ratings predictions about the future, Brice is confident the new 2CH will resonate with the audience and will build on gains made under the Magic Brand.

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