The Big Brand Flip Completed
December 15 will go down in Australian radio history – as the day SCA launched new branding to its 68 regional stations.
Each has fallen into line with either the Hit Network or Triple M Network across the country.
Mickey Maher Head of Content for Regional Radio told Radio Today:
“Today is a very proud moment for all of us at SCA. We made Australia Media history when we pressed go on the biggest rebrand ever undertaken introducing the Hit & Triple M radio brands to regional Australia.
“It has been years in the making , hundreds of people collaborating across all business functions to make it possible to every one of you thank you. Today we open up even more opportunities for our listeners and clients.
“I couldn’t be more excited or proud of this moment and appreciative every single person who has been involved. Today at SCA we are part of Australian radio history!!!!! “
For the Hit Network side, it sees 43 stations across the country, with Sea Gold Coast and Sea Central Coast sticking with their heritage name for the moment. On the metro side, it only leaves 2Day and Fox FM who are stand alones – not using the standard Hit brand name.
For Triple M, there are now 29 pure Triple M stations, including Metro. While there are 34 stations in the Triple M Network in total, some select markets have kept their heritage names. Gold FM Gold Coast, KO FM Newcastle, 4TO FM Townsville and 2GO FM Central Coast.
SCA will transition the remaining heritage brand names for twelve to eighteen months “to introduce consumers to the change more softly.”
The re-branding means there is now one portal for the Hit Network to link into the local markets under hit.com.au, along with a single app. And a similar story for Triple M under Triplem.com.au and one app. But those five markets being the Gold Coast, Newcastle, Townsville and the Central Coast keep their own versions until they jump.
On the Re-Brand Chief Content Officer Guy Dobson added: “ A big job and huge effort from so many people to launch Australia’s first truly national commercial radio networks! “