2DayFM replaces Grant, Ed & Ash with ‘Music For Breakfast’ show

Assistant Editor

2DayFM Breakfast is facing another shakeup, with SCA announcing that the Grant, Ed & Ash show is no more.

In its place, 2DayFM is getting a ‘Music For Breakfast’ show, hosted by Jamie Angel.

“Our promise to Sydney is an exciting and upbeat breakfast alternative for Sydneysiders on their morning commute where they can expect us to play just music for breakfast,” announced Hit Network head of content Gemma Fordham.

Denyer and Kavalee end just over 18 months on the Breakfast show, during which time 2DayFM was unable to turn around its position in the ratings.

London spent the last six months on the show in a full-time capacity, after filling in for Em Rusciano who departed in late 2018.

The most recent ratings survey saw 2DayFM Breakfast rating 3.1% (-1.1).

“A huge thank you must go to our breakfast show team, Grant, Ed & Ash, for the past 18 months – they are absolute professionals, have been a true delight to work with and have contributed to a culture of fun, community and inclusiveness we are proud of at 2Day,” said Fordham.

Fordham revealed that all three of Kavalee, Denyer and London will remain with SCA in other capacities.

“Ash London will continue to host Ash London Live nationally from 6.30pm weeknights,” added Fordham.

“Ed Kavalee will continue to fill in for Kate Langbroek, who is enjoying the European summer with her young family, with Hughesy from 4.30pm. Grant Denyer will continue making appearances around the Network.”

Jamie Angel’s new Music For Breakfast show will kick off next Monday, August 19.

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Pete
15 Aug 2019 - 12:35 pm

They’ve given up run out of options. Tragic.

Rachel
15 Aug 2019 - 12:37 pm

Put the For Sale sign up … Its over.

Lee
15 Aug 2019 - 12:38 pm

If it works, for Smooth and their format, I can’t see why it wouldn’t work for a more contemporary format. It’s a much needed point of difference in an overcrowded format. Correct me if I’m wrong, but when ever there have been “place holder” music intensive breakfast shifts, they have performed better in some cases.

Dan
15 Aug 2019 - 12:42 pm

At some point, you’ve gotta stop firing talent and look at the programmers.

Johno
15 Aug 2019 - 12:54 pm

Right decision. The sound and the chemistry was just never there in comparison to what else is on offer in Sydney.

Liz
15 Aug 2019 - 12:57 pm

Great idea – they should have done this years ago – sick of Kyle & Jackie – too much talk, news, long conversations – Music will cut through. Go for it guys.

Carl
15 Aug 2019 - 1:01 pm

Who is the new CD of MMM Sydney?

Michael
15 Aug 2019 - 1:07 pm

Might as well try it. They haven’t got much left to lose as they’re pretty much at rock bottom now.

Kris
15 Aug 2019 - 1:10 pm

So this is how 2SM felt in the 80’s

2Day FM… soon to be Sydney’s newest easy listening AC station in 2020

Anonomous
15 Aug 2019 - 1:18 pm

Dan makes a very good point “ At some point, you’ve gotta stop firing talent and look at the programmers. And the CEO !

Paul
15 Aug 2019 - 1:22 pm

Looks like 2DAYFM is going to continue being one big mess and one big headache for Gemma and Grant Blackley.

Diana Bie
15 Aug 2019 - 1:26 pm

Gemma Fordham needs to start looking at some of the talent sitting in other markets, like Brisbane, who’d be great at that shift!!!!!!!!!!!!!!!!!!!!!!!!!!!

Anon
15 Aug 2019 - 1:28 pm

“Ed Kavalee will continue to fill in for Kate Langbroek, who is enjoying the European summer “ But they just hired her. I hear she’s not coming back hates it at SCA. So Hughesy and Ed oh dear.

Stella
15 Aug 2019 - 1:53 pm

Bigger changes happening in Newcastle and regionally that impact on Sydney too. This announcement has covered over that.

bigger picture
15 Aug 2019 - 2:00 pm

This is dangerous for the entire Australian radio industry.

We must keep investing in content and talent or else we will quickly become insignificant.

As digital and streaming continue to grow there is nothing here that you cant get even more curated and personalized on spotify and digital. And without any commercials.

Sydney is not a crowded breakfast market, just stop putting average shows together.

Disappointing from SCA- They are looking at short term gain instead of the industry health long term.

Homer
15 Aug 2019 - 2:33 pm

This is going great

Anon-e-mouse
15 Aug 2019 - 2:48 pm

Wondering who owns the Kyle & Jackie O IP from when they were the hosts… could SCA not play K&J replays against K&J???

I kid (unless its doable)… but it would be interesting.

Joey
15 Aug 2019 - 3:40 pm

I recall going way back to 1992 you had 101.1 TT FM in Melbourne employing a similar, slimmed-down approach to breakfast programming and overall sound (including quite plain imaging and very limited news bulletins).

These were tactics they employed to differentiate as required at the time it shifted audience focus from”classic hits” to what would become female-skewed adult contemporary (the influence of this shift having endured through many variations of format until current-day KIIS).

Yet by 1994-95 (when competitor Fox had its own audience shift) TT FM was no longer employing these ‘tactics’ as it had other competitive challenges by then.

So I would suggest 2Day know they can’t be more than tactical. They can’t necessarily commit to this course even if it’s successful.

So it’s acceptable they try this but history might inform us that it isn’t sustainable, whatever short-term bounce they seek.

Otherwise, history may offer no lesson if the current day is proven to be so fundamentally different. For example, should 2Day be almost no different to the ‘just music’ offerings on its DAB-only stations?

It also doesn’t help that the difference in playlist between Nova, 2Day and KIIS is wafer-thin.

Whereas precisely 1993, TT FM would play Janet Jackson the same moment Fox was playing Led Zeppelin.

Leigh
15 Aug 2019 - 6:17 pm

“Grant Denyer will continue making appearances around the Network “
Why oh why ?

Flashback
15 Aug 2019 - 6:22 pm

Gemma Fordham, Head of the Hit Network said, “We are so thrilled Ash has agreed to join our 2DayFM breakfast team full-time next year. She is the real deal, connects authentically with audiences and brings a fun, fresh and frank take on the day. The chemistry she has with Grant and Ed will only continue to flourish and we are excited about what is ahead for them!

Scott Thomson
15 Aug 2019 - 6:30 pm

SCA are clearly missing Guy Dobson. I bet he could come up with an idea for a great new breakfast show

Anon
15 Aug 2019 - 7:27 pm

This is cruel dumping poor Grant Denyer months of illness.

Oscar
15 Aug 2019 - 7:35 pm

Big Mistake……The Novelty will wear off after a few months. Ash London needs (and deserves) to be on Sydney Breakfast, give her a nice co-host and a few years to grow and establish and you would have a solid show.

Roger
15 Aug 2019 - 7:36 pm

White flag

Greg
16 Aug 2019 - 4:19 am

well done that PD who has finally figured out what a point of difference is. (mind you its probably a stop gap till they hire another 2 guys and a girl breakfast show)

Amie Jangel
16 Aug 2019 - 8:31 am

Jamie is gonna sound super young compared to the private investigator from this morning way to go out with a bang – That was the first time I listened and yeah now I get it play the hits

AJ
16 Aug 2019 - 11:10 am

Wish they’d do the same in the other cities. Music is what’s missing in breakfast radio and it works a treat for Smooth. People often comment how much they love it when the regular breakfast shows go on holidays and they play music instead. All the chatter and banal “humour” is what’s driving people away from FM radio.

PM
16 Aug 2019 - 11:13 am

2Day Breakfast “More Music, Less Ads ” is probably because no-one will buy ads on 2dayfm.
Clients want to buy a talent environment not wall to wall music. This will impact SCArevenue results even further. RIP 2day. A sad ending to another bloody chapter.

Ben
16 Aug 2019 - 11:49 am

A sad state of affairs and the SCA Share price has tanked this week. Not having much luck at the moment. The SCA staff must be feeling it right now.

Ben
16 Aug 2019 - 2:14 pm

Perhaps a good time to get the music back on track now too? Get some mature programmers in there who know the demo and can make it sing! There’s only a handful of programmers in Australia who know the format they are attempting and unfortunate only 1 of them is with SCA.

Varnson
16 Aug 2019 - 2:18 pm

A jock with a sense of humour , decent songs ( not the same 20 every day )and interesting news bits , its not rocket science , (well for some it is )

Listeners are easily pleased , don’t over think it …………

Radio Recptionist
16 Aug 2019 - 3:32 pm

Merrick Watts, Jules Lund, Sophie Monk,Mel B,Dan, Mazz,Sam Frost ,Rove McManus,
Em Rusciano,Harley Breen,Grant, Ed and Ash.
Hand the licence back.
Epic fail.

You know it’s true
16 Aug 2019 - 4:27 pm

I love reading the comments section on RT…. it’s evident some people work in radio and others… well let’s just say there’s a reason they don’t work in radio.

GREG MARKS
16 Aug 2019 - 4:48 pm

Now I know why Denyer calls himself “TV’s Grant Denyer”. He must have known this was coming. Still, think is a good move for 2Day. Now they just need to loose the hit format and return to AC format that won them listeners in the ’80s. Let Nova and Kiss battle with the hit formats.

David
16 Aug 2019 - 4:59 pm

More headaches for SCA. Kate Lambroek not returning in 2020.

James
16 Aug 2019 - 7:09 pm

Good for them, wish more radio stations just played music instead of the crappy breakfast shows and drive home shows, if i wanted to listen to talk back radio i’d listen to AM or a podcast.

Sam
17 Aug 2019 - 6:31 am

So their best idea is an offering that is just terrible Spotify? Good luck to their sales department.

Anonomous
17 Aug 2019 - 6:34 am

Just play repeats of the old K&J show.
It would be hilarious to have them up against themselves.

Greg
17 Aug 2019 - 6:36 am

SCA Share price drop of nearly 20% not a good sign of things to come.

Kevin
17 Aug 2019 - 9:29 am

Simple cost cutting from an underperforming network that’s all. Budget cuts were behind their decision to give Grant, Ed and Ash the axe. Otherwise they would have given it more time.

Greg
17 Aug 2019 - 9:33 am

Best of luck monetising a music breakfast show. The SCA Sydney Sales guys must be looking for new jobs by now. I suspect this is just another stop gap measure, another holding pattern until they can poach some good talent.

Deb
17 Aug 2019 - 10:13 am

There is no point whinging about the cost of other show, the 2DAYFM breakfast show was a multi million dollar show that had many millions of dollars worth of TV advertising and Billboards thrown behind it. And 2DAYFM has not one but two very expensive multi million dollar drive shows. They throw around shareholder money like it’s Christmas.

Anon
17 Aug 2019 - 10:38 am

I’m not so convinced, however, that 2Day FM is genuinely planning to never have a breakfast show again, as they seem to be claiming this week.

DB
17 Aug 2019 - 10:52 am

Ignore the spin new show will be launched in 2020. Mark my words.

Dave Smith
20 Aug 2019 - 1:39 am

Tragic.
How did management let this once great station that dominated Sydney get to this?
A total mess.
It’s got to the stage where they should just run wall to wall music.
What a sad joke.

Rebecca
20 Aug 2019 - 8:59 pm

Mistake

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