Adrian Brine & Dan Bradley promoted in SCA content reshuffle

Former Assistant Editor
Adrian Brine, Dan Bradley
Adrian Brine, Dan Bradley

Southern Cross Austereo has made changes to its content leadership structure, in a move that puts regional radio within a new ‘Community’ division.

SCA chief content officer Dave Cameron announced a new content leadership team, which will drive the Hit and Triple M Metro and regional stations.

The move follows SCA announcing the axing of 19 regional Breakfast shows, with statewide Breakfast shows out of major regional markets in their place.

SCA’s head of talent development, Adrian Brine, is promoted to the assistant head of Hit Network. He’ll now oversee the Hit Network Community division including the new statewide Hit breakfast shows, plus Hit Hobart.

The new, state-based content strategy for the Hit Network sees Metro assistant content directors become assistant CDs of their respective states.

Those to continue in their roles, as well as assist the programming of Hit’s Community shows are:

  • James Speed – Victoria Assistant Content Director
  • Abi Benaud – Queensland Assistant Content Director
  • Amy Collette – Western Australia Assistant Content Director
  • Jase Allen and Adrian Brine are responsible for the NSW statewide show
  • Alex Flack (SAFM Content Director) and Mathew O’Reilly (Triple M Adelaide Content Director) are responsible for South Australia’s Mount Gambier.

“This new structure will provide a strong level of expertise and experience to lead, for both on and off-air content roles,” Cameron said.

“It will also streamline our operations across the Metro and Community divisions delivering greater clarity, effectiveness and simplicity.”

“I believe that our radio networks comprising 99 stations in total have the best Content talent in the market and this new structure marks an exciting new chapter in SCA content across our Metro and Community divisions.”

Triple M Melbourne CD, Dan Bradley, is now assistant head of Triple M Network, overseeing the Triple M Community division nationally, including 38 local breakfast shows.

Bradley is set to be assisted in his role by the Triple M Group Content Director – Community division team.

They include:

  • Dan Hill – North Queensland Community (Cairns/Townsville/Mackay/Rocky/Gladstone)
  • Blair Woodcock – South Queensland Community (Toowoomba/Bundaberg/Maryborough) and 4MMM Assistant Content Director.
  • Ryan Bebbington – Queensland Community Assistant Content Director
  • Jase Allen – Newcastle/Gosford Community Group Content Director
  • Duncan Potts – NSW Community (Coffs Harbour/Port Macquarie/Orange/Griffith/Wagga Wagga/Dubbo)
  • Mal Lewis – Victoria Community (Albury/Bendigo/Shepparton/Mildura/Warragul)
  • Leroy Brown – NSW/Victoria Community Assistant Content Director
  • Dan Cole – North West Community Western Australia
  • Jarred O’Brien – South West Community Western Australia
  • Phil Bradley – Tasmania Group Content Director.

Gemma Fordham and Mike Fitzpatrick will continue in their current head of network roles, with the announcement noting they will focus closely on the Sydney, Melbourne, Brisbane, Adelaide, Perth, Newcastle and Gold Coast markets.

Last week, SCA reported a drop in financial year revenue of 18% following a June quarter largely impacted by the coronavirus pandemic.

Comment Form

Your email address will not be published.

Recent comments (17)
Post new comment
Former SCA Lackey
27 Aug 2020 - 10:06 am

Still think this is the worst decision SCA has made since canning Dan and Maz. They seem to not give a shit about the plethora of incredible upcoming talent they had, slaving away in regional areas to climb their way up the ladder of the company. Leaving that network was the best decision I ever made before all of this shit hit the fan

Brett Cameron
27 Aug 2020 - 11:39 am

May as well network all programs and be done with it. There is no local in local radio anymore just local ads. Triple M will be next. Just wont happen next year or so.

Former radio guy
27 Aug 2020 - 11:45 am

Of course SCA’S response to a crisis is to become top-heavy by culling feet on the ground in the regions and promoting more management in metro. Well done guys.

27 Aug 2020 - 12:05 pm


27 Aug 2020 - 2:07 pm

I love how the SCA-haters pile on with any story about this company, but we know they’d give their left arm if offered a job at the biggest radio business in the country.

Did you see what I called it there by the way? A business. As heartless as it might sound “Former SCA Lackey” but SCA’s first priorty is returning a profit for it’s owners. It needs to keep the cash flowing, and spending less than is coming in, otherwise the entire thing sinks.

Lastly, the thing about incredible talent “Former SCA Lackey” is that it doesnt slave away in regional areas. Real talent shines brightly and moves up the ranks easily, because it’s also in the businesses best interest to put the best people front and centre.

27 Aug 2020 - 3:44 pm

@Brett Cameron – nah not gonna happen to Triple M as they rely/focus on local based content far more than HIT did. There’s also laws set around a minimum amount of local content. Cheer up mate 😀

27 Aug 2020 - 3:46 pm

so basically… they should have just kept the regional content team headed up by Mickey & co 18-24months ago.. .

imagine the amazing things they could have achieved if they were encouraged and supported post Ricks departure.

SCA is the Donald Trump of Aus Radio – Shameful

Former SCA Lackey
27 Aug 2020 - 7:03 pm

@Matt. Mate I know how it works. Went from Provincial to Regional to Provincial to Cap City all within 7 years. There were rumours SCA was going to do this to regional breakfast shows not even 2 years into my full time career. I’m surprised it took them so long to get it over the line.
It doesn’t matter how good you are and what big things you do for the company, if you’re not part of their inner circle, you’re nothing to them.
The talent pipeline was a lie, they invested more time and money into 15 minute fame hungry reality tv stars than keen and eager radio junkies. It may be a business, but there’s a reason why 2day failed in Sydney post K&J and it just started crumbling from there.

27 Aug 2020 - 8:38 pm

And the ACRA for cluster f@#k of the year goes to………

Tony F
27 Aug 2020 - 10:35 pm

So Matt, Surely you don’t really believe that? I find it very hard to believe that either Andrew ‘Jars’ Jarman Or Bernie Vince was more of a natural Shining Talent Than Dale ‘Louie’ Lewis on Triple M, Triple M Footy?
Highly likely that you get the flick if management don’t like you at SCA?

Former SCA Employee
27 Aug 2020 - 11:10 pm


I gave 5 years of my life to SCA.
Incredibly long hours, shitty pay and treated like crap every day, even after winning them several ACRAS + NYF awards.

I was once told to “get in” to work when I was sick. I worked a 16 hour day, then went to the hospital.
On the way there my boss text me saying “don’t you ever leave without telling me, this is an official warning”

Although I didn’t give my “left arm….to the biggest radio business in the country”, I gave them my sanity, creativity & happiness until there was nothing left.

You call them ‘SCA haters’
I call them former SCA employees

28 Aug 2020 - 8:17 am

Trust SCA to turn regional radio into “ community “ radio, sounds about right.
Congrats AB and Dan. Goon radio men.

28 Aug 2020 - 9:27 am

Did I read correctly Southern Cross Radio have turned regional radio into community radio ? Too good, expect they will get community radio budgets, community radio talent, community radio ratings and community radio content.

28 Aug 2020 - 2:09 pm

Take it from someone who left of their own accord. Your left arm is not good enough to work there. You must submit, you must give everything you have and it will still not be good enough.

SCA aren’t a radio company, they are an acquisition company. I say that, because the only thing the SC portion of SCA have ever done well is buy for stuff.

While the number of roles are currently in short supply, there are a couple of media outlets that still value talent, dedication and allow you to spend time with your family before your children are fast asleep in bed.

28 Aug 2020 - 2:10 pm

Maybe they are now calling themselves community radio so they can run on air fundraisers to cover their operational costs just like the actual community stations do.

Curren SCA staffer
29 Aug 2020 - 8:12 pm

@former lackey- What a stupid string of comments. How can you blanket a whole company like that with one bad experience with one bad boss? Maybe time to start pointing the finger at yourself pal? I’ve worked with SCA on three seperate occasions across three states and have been nothing but supported at all times. I’ve been in radio 9 years across the world now and they’re easily the best company I’ve worked for. There’s a reason most of their staff pick and stick, there’s room for growth and if you’re good enough you’re shown love.

3 Sep 2020 - 9:55 am

@Former SCA Lackey Lol you care about ACRAS, mate have you ever been to the Crapras? You get a prize, they get a prize, you get a prize, they get a prize……

At best its a chicken raffle down at the local pub, you were obviously fixated on the wrong things.

I work at SCA, I get paid a truck load… yeah the work is hard but you pull up your socks and get on with it.


See all