Radio Today

4BH's new name is......?

Late last week Brisbane's 4BH announced they were renaming the station...

"We’ve been going through a naval gazing experience. We’ve taken a real hard look at ourselves by a process of reflection and even meditation through the prism of 80 years of Entertainment in Brisbane from 1932 to 2012."

This morning Michael Price announced their new name to be.....4BHyundai.

To celebrate, they are giving away a New Generation Hyundai i30.

A press release from the station says "the station rebranding (4BHyundai) will be on-air for this week."

Hear the change over to the new name....

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or hear it here

Have your say below or vote on what you think of the new name in our poll here

Published on Published on Monday, 24 September 2012 07:21



Anonymous (10:00pm 23 Sep 2012)
Well first I double checked to make sure it wasn't April 1.

Then I realised it's just taking naming rights to an all new low by cheapening a historical and legacy callsign/brand. Sure, give away a car, promote the car's brand, but don't do it at the expense of your own station.

4BH might play 'The best songs of all time' but that's 'The worst name of all time' resulting from 'The worst sales decision of all time'.

They haven't just sold the name, they've sold their soul.

LAME.
Anonymous (10:35pm 23 Sep 2012)
Reminds of when Triple M (about six years back) announced they were changing - only to become U2 FM for a day to celebrate U2's concerts...
Anonymous (10:51pm 23 Sep 2012)
It's official. This industry has become an absolute joke.

At least the Sales department will be happy.
Anonymous (11:32pm 23 Sep 2012)
Enjoyed hearing the montage of old jingles, but does anyone have a copy of the "Top Dog Radio" jingles used by 4BH or any other station in the mid 1960s?
They were unique, but seem to have disappeared in the sands of time like most other radio memorabilia.
Andrew (11:40pm 23 Sep 2012)
also 2UE did it a while back becoming 2 U Wii for a day
Anonymous (12:31am 24 Sep 2012)
I listened this morning with a sense of (slight) anticipation to hear the new name. Underwhelming is probably the best description - along with disappointing, silly and absurd It must be a joke - not something to be taken seriously!

I think 4BeHideous is my reaction.
Anonymous (1:14am 24 Sep 2012)
This is crazy to change the branding - particularly when the product is not being changed. It will not go down well with the demographic who support 4BH.
Anonymous (1:48am 24 Sep 2012)
4BH management obviously need to have a look at themselves through a process of reflection...
I agree with all of the above comments. What a joke.
Jason McLean (2:22am 24 Sep 2012)
I'm just wondering if the name is for this week only....if so, not a bad sales/promotion campaign which would bring good revenue for the station. If it's for the long term, well I can't agree with that. It would cheapen the 4BH heritage/brand and sound a bit silly really. Then again, could it be a sign of the times with other stations in future to follow suit? I'm sure companies like Hyundai would pay a handsome sum for such naming rights. There is a precedence, especially with sports stadiums. Nobody could have imagined Lang park in Brisbane would become 'Suncorp Stadium'.
Richard (2:24am 24 Sep 2012)
Big brand COKE can use YOUR name to brand themselves. How is this different?
Grace Moore (2:25am 24 Sep 2012)
I immediately heard the new name and starting turning the dial to find another station. I absolutely hate the thought that we are getting ads every time the radio ID is announced.
Everything else is going belly up - why not my favourite station.
Anonymous (2:53am 24 Sep 2012)
Disgusting! As if it isn't bad enough to have Prius ads built into most Bones episodes, now it's 4BHyundai...what the...? Am I still in Australia or was I teleported to Korea in the night?
Ray (3:19am 24 Sep 2012)
Yet another crazy short sighted decision taken by Fairfax.
Jay (3:41am 24 Sep 2012)
The name looks cool on paper but sounds garbage on-air.. at leat 2 U Wii -sounded- like 2UE. 4 Bee Haitch doesn't sound anything like 4 Bee Hyundai.

I understand other stations have done it in the past, but its a sad day for radio when a station has to ditch it's branding - the most important thing a radio station has grasp off - and sell that branding and name to a company. Sad.
Anonymous (3:46am 24 Sep 2012)
This is what happens when you let the sales department take control of programming...one of the biggest no-nos in my book.
Anonymous (4:47am 24 Sep 2012)
I think it's a great promotion. It made me wonder over the weekend what was happening and I tuned in this morning to see what was going on. Anyone bagging this should get with the times. It's a bit of fun and obviously the promotions team have been a bit more creative rather than doing just the usual promotions that keep repeating themselves.
Well done!
Anonymous (6:57am 24 Sep 2012)
I think it's a good promotion - there is a car to give away!! It's a bit of fun & something different!
Anonymous (8:55am 24 Sep 2012)
Sounds like anonymous @ 2.47 and 4.57 work for the station, well done on backing up and writing positively about your radio station but I really think this is a bad sales integration... It doesn't even flow as a name.
Anonymous (10:32am 24 Sep 2012)
It's different and a bit of fun... I have no drama with it!
Brian (12:10pm 24 Sep 2012)
I'm disgusted.. what an absolute joke. So cheap and tacky. I for one won't be able to listen until it's over. I can't bear trying to hear the announcers struggle to even say such a dumb name.
EPIC FAIL.. such a shame that after 80 years that station is reduced to such a cheap stunt.
When will they realise the station brand is valuable.
Damien (8:39pm 24 Sep 2012)
The disappointment of this campaign, I believe, comes from the build up. It was built up as if a significant piece of radio history was being made, which of course generated great interest. So when it becomes revealed that its actually just a marketing stunt to push a clients product than naturally people will feel ripped off - it's the feeling you get from being deceived.
If you want to do some gimmicky promotion, great!! Gimmicks and promos are an essential part of commercial radio - but be honest about it. Listeners hear through fake, and nothing stinks more than a lame 'promise you this - but deliver you that' stunt.
And everybody loses - not only has my respect for 4BH dropped, but i'm not overly warmed to Hyundai either.
Anonymous (12:32pm 26 Sep 2012)
I think Damien is right. It's bad for both the station and Hyundai. I'm grating my teeth every time I hear the ridiculousness of it being spoken by the announcer.

And being force-fed a brand name every time the station is ID'd actually turns me off the brand.

Epic fail. Words can't express how much I hate it, as a listener.

I've switched to 4KQ for the week - maybe longer!

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