Is it Magic Monday?
Is Happy Days 2CH to get a lick of paint, a new logo and join Brisbane and Melbourne in the Magic Network – repositioning as Magic 2CH?
Last year when the then Fairfax music stations moved to the Magic brand, heritage names like 4BH Brisbane disappeared permanently. It appears that for Sydney, they will possibly transition slowly rather than shock and awe the older demos.
The domain magic2ch.com was secured by MMN in 2015 and while some “Magic” words have crept into the 2CH website; they are possibly more related to networked programming talent than anything.
Strategically a move to Magic 2CH, would create a stronger uniformed sales presence for Macquarie Media on the Eastern Seaboard – a united Magic Network. That is only while they still own 2CH.
In April 2015 industry regulator ACMA approved a temporary breach for then MRN to offload both Sydney’s 2CH and some regional stations. The regionals were sold late last year but interestingly the required sale of 2CH seems fairly quiet since all the noise on the governments proposed media reforms have gained momentum. If those reforms get the green light, it means Macquarie Media could then own all three AM services in Sydney.
If the move to Magic 2CH goes ahead, does it also mean that Sydney can also then be networked from Melbourne like the majority of Magic 882 Brisbane? While way too early to tell, Macquarie Media Executive Chairman Russell Tate made it clear last week as their first full results were released, that the network needs to realise cost synergies. While 2CH has a number of long term heritage presenters like the legendary Bob Rogers and in recent years Johnny Young, when push comes to shove there is already a track record of making cuts when needed.
Appears to transition is in play, Sunday afternoon the station website moved to the new Magic 2CH 1170 logo. It also saw Brisbane based talent Donna Lynch also added to the stable. Donna covers nights on currently on Magic 882 and Magic 693 Melbourne.