COVID’s impact on SCA has been ‘severe’, but it says it’s ready to bounce back

Former Editor & Content Director

Southern Cross Austereo (SCA) has admitted to its shareholders that the most recent financial year was “difficult”, but said the company has stabilised under its new leaner operating model.

At its Annual General Meeting, SCA noted the combined effects of the COVID-19 pandemic, Government restrictions, low business and consumer confidence, and weak advertising market had taken their toll.

SCA also noted its loss of market share in the metro radio market compounded its problems. The wider market fell 20.2% across the financial year to June 30, however SCA’s decline in radio revenue was more stark – 25.3%.

Regional radio revenues for SCA were down by 13.1% on 2019’s figures.

Revenues from digital audio streaming and podcasting doubled, but still sat at just $7.1 million.

Despite the poor results, SCA said it is now well-positioned to deal with the industry’s changes and challenges.

Chairman Rob Murray said the company’s transformation had set it up for success.

“At last year’s AGM, we spoke about the strategic imperative to increase our investment in smart audio consumed through internet-enabled devices to protect and expand our audiences. Our commitment to that strategy remains and is reinforced by growing consumption of digital audio during the pandemic,” he said.

“With Australia’s largest portfolio of homegrown audio assets, including 99 FM, AM and DAB+ radio stations available on broadcast and by internet livestream as well as Australia’s leading premium commercial podcast network in PodcastOne Australia, SCA is well-positioned to lead Australia’s growing digital audio industry.”

CEO Grant Blackley also noted COVID-19’s “severe” impact on the business between March and June.

He did, however, predict that the pandemic had accelerated consumer trends “that will play to our strengths and strategy”.

Blackley: Our commitment to localism is important. 

“Consumption of audio has grown strongly during the year. This is because audio is more accessible than ever through internet-enabled devices such as mobile phones, tablets, desktop computers and smart speakers. SCA’s suite of radio stations, radio podcasts, original podcasts and smart news updates is available on all these devices,” he assured shareholders.

And despite moving its Hit Network to state-based regional Breakfast shows, rather than individual shows for individual local markets, Blackley said its “commitment to localism” was equally important to the company as “creating compelling content” that appeals to its core.

“Creating compelling content that is expertly curated will continue to be at our core – whether our audiences listen to our linear broadcast, our digital livestreams, or our digital on-demand podcasts and news updates. Equally important is our commitment to localism. Our Triple M and Hit network radio stations are strongly connected to their cities, towns, and communities. PodcastOne Australia curates and produces original podcasts that tell Australian stories,” he said.

The company also revealed it will shortly take its new 2Day FM Breakfast show in Sydney to market.

Blackley said the business was buoyed by consumer listening habits across digital audio, live streaming and smart speakers and would now convert these trends into commercial outcomes.

Financially, SCA will continue to receive the JobKeeper subsidy for eligible staff wages until January 3, 2021. Blackley said, however, that the company is unlikely to qualify beyond this date.

He predicted revenue for the quarter ending December 31, 2020 will be down 10% to 15%, “a substantial improvement compared to the previous two quarters as media markets progressively improve”.

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3 Nov 2020 - 5:07 pm

I see “ Lehmo “ is still broadcasting from Melbourne. So much for “ local “
Isn’t Adelaide a big enough market to have home grown talent ??
SCA shame on you.

Milo Savage
4 Nov 2020 - 9:53 am

A great way to bounce back is a new logo refresh. Your current one for HIT that you’ve had for months, is now too old.

5 Nov 2020 - 6:43 am

How does Grant sleep at night knowing his company made millions this financial year, all while ripping his hard working staff off? Cutting pay, making them use up their hard earned holidays while they couldn’t actually go anywhere or do anything and made even worse by sacking a heap of staff, meaning the ones left on reduced pay and reduced days work even harder to pick up the slack.

Grant you don’t even know what “localism” is! Just saying a suburb on the air 5 times in a talk break doesn’t make you a local station, just ask MMM on the Goldie, it sounds desperate. Mornings being the only “live” shift in a market where the announcer may not even be in that market is an absolute disgrace!

Using covid as an excuse to roll out the plans you’ve had all along but haven’t been allowed to because of regulation is as see through as glass.

How you broke the Fox we’ll never know, a once bullet proof station is on its way to 2dayville.

Grant and the board of SCA should be ashamed of themselves.

For the record I agree with Milo, new logo time and get some more of those annoying “this is hit” jingles. You’ve out PJ’ed PJ with those.


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