4BH transitions to Brisbane’s new home of Classic Hits
The foundations have been laid to give disenchanted 4KQ listeners a new place to find their favourite music, with 4BH repositioning itself as Brisbane’s New Home of Classic Hits.
With the 4KQ music format soon to be no more, ACE Radio CEO Mark Taylor today confirmed that 4BH has transitioned to a Classic Hits station.
The branding has changed, and the outdoor ads are already up around Brisbane.
Taylor tells Radio Today “There was a clear and obvious hole in the market. We could have waited, but just thought – let’s get going.”
“All the stuff that 4KQ listeners are going to miss, we’ll be able to deliver.”
Taylor also addressed any concern that the 4BH frequency may not pack the same punch as that of 4KQ in terms of coverage.
“We have identical coverage and a well maintained transmission site. We’re very happy with the coverage.
Taylor says “We are very big on DAB. So there are three ways to listen: the traditional way, via the app or on DAB.”
He adds that as yet, he has no word on when ACMA approval for SEN may be forthcoming.
Radio Today readers had already picked up on some subtle clues about the transition, with Jayme Doran commenting on our earlier article “4BH is now running its own Classic Hits log and is no longer log sharing with 2UE (has been since Tuesday). It appears they are getting ready now for when 4KQ switches to sport.”
“According to its website, 4BH will introduce its own versions of Sunday Morning 60s and Jukebox Saturday Night (long time staples of 4KQ).”
Gavin Miller also shared on social media the news his Classic Hits Countdown would be airing on 4BH.
Jayme says he, for one, won’t be giving the new sports format a chance on 693:
“Many will be turning off 693 once they switch to sport. I will be switching to 4BH as well as Magic 1278 from Melbourne (via Streaming) for music.”
“Hopefully ACE Radio can get some or most of the 4KQ team to come across to 4BH.”
Other Radio Today readers believe the sport format will struggle:
“It hasn’t worked in Sydney and Melbourne, and it won’t work in Brisbane.”
One likens the demise of 4KQ to a death in the family:
“Many, many listeners to 4KQ will not be interested in the least to this new format. You have torn the heart out of Brisbane radio for the older demographic.”
Another observed “The void 4KQ leaves behind is too big for ACE not to afford 4BH much greater investment in talent and much format leverage.”
“A few subtle changes are already underway at 4BH but do they meet the objective of becoming the ‘default option’ for listeners once 4KQ closes?”
“Alternatively listeners will disperse all over the place (in particular will be interesting to see whether ARN paint River 94.9 in capital city colours or keep if strictly local) or, worse for radio, some listeners will switch off altogether.”
One reader offered this advice:
“Note to 4BH & ACE Radio Broadcasters – if you want to take maximum advantage of the ‘exodus’ from 4KQ when 693 becomes 24/7 sport talk, do the following: Geet a local DJ/presenter or two, a Brisbane ‘name.’ – Play songs of Brisbane bands from the classic hits era (e.g. Railroad Gin, Carol Lloyd, Moscos & Stone, Moonlight). Have themed weekends like 70s, 80s, one-hit wonders, double-shots, etc. Consider a big Easter/Christmas countdown, similar to the 4KQ Easter Countdown of 1000 Hits.”
“If you manage to implement some or all of these, loyal 4KQ listeners are going to be more likely to make the switch to 4BH.”