SCA ditches Hit90.9 & revives Gold Coast’s 90.9 Sea FM
From tomorrow, Hit90.9 will be no more, as Southern Cross Austereo (SCA) continues its program of reviving its legacy stations.
90.9 Sea FM first hit the airwaves in 1989, however was rebranded as part of SCA’s Hit Network overhaul in 2019.
SCA has undone parts of this decision by bringing back Brisbane’s B105 and Adelaide’s SAFM last year. It said Sea FM will be the final heritage brand to return.
The rebrand takes effect tomorrow, and SCA said there will be no changes to the talent line-up as a result of the shift.
Chief content officer, Dave Cameron, said this was the final piece of the puzzle.
“It’s exciting to once again put the much loved 90.9 Sea FM back into the Gold Coast as the final part of the Hit Network strategy of returning those big heritage brands back into our key metro markets that our audiences have such great, passionate memories of,” he said.”90.9 Sea FM has always been a legendary and hugely successful local radio brand owned by Gold Coast listeners, as it will be again.”
Radio stalwart Bianca Dye joined 90.9’s Breakfast show last year, forming Bianca, Dan & Ben, and said having the heritage brand return was a dream come true.
“Growing up on the Gold Coast, I remember listening to the Sea FM Brekky crew on my way to school at Nerang High. I would listen to Dean and Suki and that’s when I decided I wanted to do Breakfast radio,” she said.
“To see Sea FM back on the airwaves, it’s honestly like a dream come true for me. It’s almost surreal, what an honour and I’m so excited. The station we all grew up with is coming back and I can’t wait.”
The station had a new content director, Kim Czosnek, who starts tomorrow, coinciding with the rebrand.
Head of the Hit Network, Gemma Fordham, noted it was an exciting period of change for the station.
“Our new content director Kim Czosnek also joins 90.9 Sea FM tomorrow and brings her immense experience with leading teams and bringing creative and compelling ideas to life. Having started her radio career at SCA, we are so delighted that she is returning. We can’t wait for listeners to once again see the 90.9 Sea FM name on the Gold Coast and all the wonderful memories that go with it,” she said.
The Gold Coast’s second radio ratings of the year also come out tomorrow.
In May, Hit90.9 had a 9.2% share, down 0.4 points and behind market leader Hot Tomato’s 18.5% and 92.5 Triple M’s 10.2%.
Bianca, Dan & Ben, however, were in second place, climbing 2.5 points to an 11.0% share. Hot Tomato’s Galey, Emily Jade & Christo Breakfast Show fell 3.7 points but held onto the lead with 16.6%.
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