Dave Cameron on why The Morning Crew on 2DayFM will reset the station’s fortunes
As 2020 draws to a close, Southern Cross Austereo’s (SCA) chief content officer, Dave Cameron, has opened up about the new era for the Hit Network, in particular the revitalised Breakfast offering for 2DayFM in Sydney.
The new Breakfast show will feature Dave ‘Hughesy’ Hughes and Ed Kavalee – who this year helmed the national Drive show – alongside new recruit, Nine personality, Erin Molan.
The Sydney market is already stacked with strong shows, in particular 2Day’s former breakfast hosts Kyle Sandilands and Jackie ‘O’ Henderson, now over on Australian Radio Network’s (ARN) KIIS 106.5.
And realistically, for years, with various lineups and attempts to taking on the K&J juggernaut, 2Day’s Breakfast offering has not been a real contender.
So what makes this time any different?
Cameron said he has every confidence in the new The Morning Crew show because, well, he’s basically already heard it on the air all year, in the form of Hughesy & Ed.
“We know the show,” he told Radio Today following the release of Survey 8 results, in which 2Day had a 4.2% share in Breakdfast. “I mean, it’s already on the air, and it’s awesome, and it’s got great chemistry and it’s a lot of fun and it’s hilarious, and we’re not going into something we don’t know.
“We feel like we’ve got a really strong product that starts on day one, versus other times where we’ve taken a different approach, which was to develop shows on the run and on the go, and start with something fresh.”
This time around, he said, the team knows what it’s delivering to market and how strong the players are.
And Molan, he said will be the “secret sauce”, which “feels really exciting for us”.
It is, he said, the best opportunity for 2Day to reboot.
Chief content officer, and the man ultimately in charge of The Kyle & Jackie O Show at KIIS, ARN’s chief content officer Duncan Campbell, said the network runs its own race, but he will keep a close eye on how the new SCA offerings unfold.
“I mean obviously we don’t dismiss them, and we look at what they’re doing. I think you always have to run your own race unless you’re forced to run another one, but we’ve been very consistent with our approach to these stations, and as a result we’ve had some very consistent survey results over several years. And we have a lot of confidence on our strategy,” he told Radio Today.
In the most recent results, KIIS Sydney had a 11.3% share in Breakfast.
His Sydney station is strong, he said, but he won’t get too cocky.
“To sit here and say I don’t see them as any threat would be a bit naive, and a bit immature of me to do that, but we take every move the other networks make seriously, and we assess them, and if we need to counter-program against that, we do. And that’s always ongoing with how we operate.”