SCA looking forward to a ‘strong and successful year’ in the regions

Southern Cross Austereo (SCA) has issued a press release celebrating the resilience and recovery of its regional operations, and its “unrivalled scale” in reaching regional audiences.

Its notable achievements in the region include growing both the Hit and Triple M networks to 99 stations across Australia, and acquiring Red Wave Media and Canarvon Communications which added 10 stations to its stable in northern Western Australia. The stations were subsequently rebranded to Triple M and Hit.

Its radio network now reaches 2.437 million regional Australians, according to data from regional Survey 1. It said it had the highest reach of any regional media, with 77% reach of the commercial radio audience in SCA markets across Australia.

SCA said it prides itself on its local engagement with communities, and 2020 demonstrated just how important that community connection is.

“During the devastating bushfires at the start of the year, Triple M and Hit played a vital role in keeping locals informed, working around the clock with important updates,” the press release reflected. “Many stations rallied for donations to towns hardest hit and SCA launched the national ‘Shop Local’ campaign, its biggest ever, to give local businesses a shout out and leg up.”

SCA’s CEO Grant Blackley – who just last week painted a “dire” picture of regional media’s future should the Government not intervene and level the playing field – said the organisation was looking forward to a “strong and successful year for SCA in regional Australia”.

“SCA brings connectivity and an economic stimulus to regional Australia through its extensive radio and TV business. We bring communities together – not only listeners and TV viewers but small and large businesses and government. We recognise that 33% of Australia’s GDP and 40% of the population is employed in regional Australia. Whether you’re in Canberra, Bunbury or the Gold Coast, those regions have different connections with each other. To make regional communities stronger, fitter, informed and educated is a daily commitment we make. We take great pride in bringing local stories to these markets,” he said.

“This year, more than any other, the performance of our regional radio and TV stations in continuing to provide that community connection has been nothing short of outstanding. We are immensely proud of our people and their resilience, which is paying off as the regions bounce back with increased tourism and migration from the cities to Boomtown.”

Boomtown is a joint initiative by Southern Cross Austereo, WIN, Prime Media Group, Australian Community Media, Imparja and Grant Broadcasters. The media organisations came together to showcase the power, importance and scale of regional Australia to advertisers and media buyers, noting 36% of Australians live in the regions, but their media outlets only attract 10% of agency budgets.

It is chaired by SCA’s chief sales officer Brian Gallagher who recently spoke about how SCA had survived a “monstrous” 2020 by working with advertisers in the regions.