2UE focus on lifestyle
2UE has been a ratings challenge for the old Fairfax Radio for many years, struggling in the shadow of the dominant two talk stations in the market – 2GB and ABC702.
Once the decision was taken to retain 2UE and offload 2CH following the merger with Macquarie, the 2UE positioning was always going to have to move to both allow 2GB a free run, and to look to have some kind of differentiation in the market.
The new position foreshadowed some time ago by Macquarie, is a ‘lifestyle format’ and it launched this weekend.
The 2UE Weekend Breakfast hosts “George & Paul” spoke to David Koch – who is also hosting a segment on the station – about the new changes below.
National Executive Producer of 2UE, Michael Thompson said:
“2UE Talking Lifestyle is a first for Australian radio. The powerhouse combination of George and Paul remains the bedrock of our weekend programming, but now they lead into a high profile line-up of experts in lifestyle content – David Koch (Your Money & Your Life), Catriona Rowntree (Journeys to Come), Sally Obermeder (SWIISH).
Weekdays still start with the wit and banter of John Stanley and Garry Linnell, before rolling into some of the biggest names in lifestyle – Linda Ross (Talking Gardens), Peter Switzer (Personal Finance) and Kim McCosker (Living Fresh).
2UE Talking Lifestyle is taking a deeper look at some of the key lifestyle topics that our listeners want to hear more about. Programs will be anchored by experienced radio professionals including Tim Webster, Ed Phillips, Luke Bona & Clinton Maynard but the emphasis is on entertaining, informative content – travel, food, finance, gardening, DIY, health, technology and more”.
The new format is heavy on client integration and long-form lifestyle content – and it appears clear that the intent is to appeal to potential advertisers on the basis of those available opportunities rather than selling a ratings performance, in the short-term at least whilst the station looks to build share.
2UE has also launched a slick new website.