Duncan Campbell on K & J’s Melbourne future: “This country is known for its great comebacks”

It’s Australian radio’s most talked about and most expensive networking gamble and – eight months in – it’s still yet to pay off.

GfK Survey 7 saw another lacklustre result in Melbourne for Kyle & Jackie O’s networked Breakfast show.

Whilst the KIIS duo remain #1 in Sydney Breakfast, they are yet to have any real impact with their Melbourne audience – dropping 0.1 to a 5.1 share – and currently sit 6th in Melbourne FM brekky.

Which begs the question: Is it time for panic stations yet at ARN?

In an interview with our sister publication RadioInfo, ARN’s Chief Content Officer Duncan Campbell says “No spin. Right? No spin here, but it’s the same story as I said last time. We have a real job to do in Melbourne now with that show.”

There was a small cume increase this book, and Campbell remains resolute in his belief they can still turn things around in Melbourne.

“I wouldn’t say it’s a major concern. We know we have a job to do there, and we’ve got to get the cume resampling.”

Campbell says that had the cume result in this survey gone down, it might be a different story.

“8000 is not a huge increase, but at least it’s in the right direction.”

“I still maintain it’s a very strong show. We just have to get those guys down to Melbourne more often next year and convince the lapsed cume to resample the show. So … that’s our focus for 2025.”

Campbell is under no illusion they’ll have their work cut out.

“Yeah, it’s a job to do. But I mean … I don’t think we should shy away from that, though. I mean … people have turned around companies, turned around shows before.”

“It’s a job that requires a lot of focus, and it’s going to take a little bit of time.”

Campbell is asked whether he thinks the wheels are falling off.

Whilst it’s been a challenging year for the company to say the least, he believes they’re adapting along the way.

“I think the wheels are far from falling off,” Campbell says.

“I mean, Kyle and Jackie are still very strong in Sydney. They’ve just ebbed back a bit this year, but they maintained #1 overall in Sydney breakfast.”

Campbell reiterates that the graphic sexual content has been removed.

“The research we’ve done has showed us that that was an issue. So, we’re glad (Kyle’s) decided to sort of peel that back.”

Campbell says in any case, the hardcore sexual content isn’t a major part of what Kyle & Jackie O are about, and removing it doesn’t detract from the overall show.

“They are excellent with interviews and celebrity sort of activities, celebrity interviews … and the give backs that they do. It does make a difference. It just takes time for the perceptions around the show to change.”

As for reports of Sandilands pushing back at moves from management to tone things down a notch, Campbell says  Kyle has always had creative control of the show.

“We aren’t proposing to change the show. All he agreed to do was to reduce the … to remove the graphic sexual content, which he’s done. That’s happened, and that’s made a difference to the show. It’s made it more palatable.”

“He’s not someone who sits there and just ignores any sort of suggestions or advice. He takes them on board and we work very closely with him.”

“Despite what others are saying, the relationship between us and Kyle and us and Jackie O is very strong, very positive.”

Campbell is at pains to point out there is much more to the show than the graphic sexual elements which have been removed.

“What we can hear now is the positive side of the show, the strong content, which is only getting better.”

“We obviously respect and abide by any ACMA rulings … and that will continue.”

Can the show return dividends on the eye watering amount of money that’s been invested in it?

“Personally, I believe we can make it pay,” says Campbell. “I think the show is a good show. It’s faltered at launch. I get that, but we’re still there.”

“This country is known for it’s great comebacks.”

“That show will come back in Melbourne. I have no doubt about that.”