Dobson: “2Day on track”

Staff Writer


SCA's Chief Content Officer Guy Dobson has come out in defence of the 2Day FM strategy, which has been the subject of much discussion this year.

Speaking in The Australian, Dobson has said the three-year game plan for the network was on track "going exactly to plan".

“We’ve always said it was going to be tough. Everything we’re putting in place is coming to fruition."

“Look, if you were to judge a show after four surveys, you wouldn’t have Eddie McGuire still on air, Fitzy and Wippa, or even Wendy Harmer in the early days"

In the wake of Survey 4, which saw 2Day register an overall share of 4.2%, and a Breakfast show of 3.0%, there has been much discussion about the station.

Brad March wrote a piece here on the strategy of the station saying: "Whomever is calling the shots at 2Day strategically needs a rethink".

Nova's Paul Jackson came out saying; "They (2Day) should start again….they’ve lost the hit music station positioning. Nova is taking that audience and we’re not giving it back.

Dobson was dismissive of Jackson's comments suggesting he look at his own backyard, commenting on the ratings of Nova's 'Fitzy & Wippa' Breakfast show, saying:

"It (Fitzy & Wippa) should have been No 1 this year but it’s being pummelled by Triple M.”

Nova 96.9's Breakfast show is on it's lowest ratings in a year, and down 1.6% from the start of 2014. That network  has just launched a new marketing campaign centred on Fitzy & Wippa, see here.

In the meantime, whilst 2Day are setting new lows, with SCA hoping the station has bottomed out, and Nova has been shedding Breakfast listeners, with a new marketing campaign launched to address that; the new kid on the block KIIS, whilst softening, sits on top of the CHR/Hot AC tree on 8.2%.


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