Adrian Brine resigns from the Hit Network and SCA
Adrian Brine, the recently promoted assistant head of Southern Cross Austereo’s (SCA) Hit Network, has decided to leave the business, Radio Today can reveal.
Brine has been with SCA for 14 years, joining Adelaide’s SA FM back in 2007. Since then, he’s amassed numerous senior titles including content director of Melbourne’s Fox FM and Brisbane’s Hit105, and head of talent development.
Alongside his head of talent development role, which he assumed in March last year, he also became assistant head of the Hit Network in August, reporting to the head of the Hit Network, Gemma Fordham.
According to SCA, Brine is now thinking about his next steps, and had made the “tough decision” to take a break from radio.
Just over two months into his new gig as her “right hand person”, Fordham is sad to be saying goodbye to “AB”, she said.
“For the past 14 years, we have been incredibly lucky to have AB as part of the business,” she said. “His passion and creativity is phenomenal and anyone who has worked closely with him will agree he is a radio master and all-round exceptional person.”
She added: “He has been an invaluable asset to our Hit team and we wish him nothing but the best for his future endeavours. I’d personally like to thank AB for being my right hand person, for always approaching any challenge with creative thinking, and for all the wisdom he’s shared with the network.”
She also praised Brine for doing an incredible job leading the Hit Network’s regional strategy.
Recently, SCA cut 19 Breakfast shows in favour of state-based regional programs, and also revived SA FM in Adelaide and B105 in Brisbane, instead of the umbrella ‘Hit’ brand.
Chief content officer, Dave Cameron, said Brine’s move was a loss for radio.
“AB’s been a partner in crime for a long time, and his creativity, humility, desire to push others to fly high, a restless mind and brutal honesty is radio’s loss,” he said.
In a recent interview with Fox FM’s current content director, Amanda Lee, Brine noted the recent culture shifts at SCA and the wider industry.
“It seems a bit extreme, doesn’t it?” he said in relation to radio’s ‘rate or die’ culture.
“Because there’s lots of other ways that brands can interact with your radio shows and your talent. And there’s lots of other upticks that can happen from building a great brand now. It may not potentially be the greatest rating show of all time, but it’s a really great brand, that might now transition even better into on-demand, and we’ve built that, and we can now move it across into an on-demand space that is actually going to give us measurable things that we can put advertisers up against.
“I do think that it would have been a tricky environment for me to be in back then, I think, when it was all about rate or die, because my perspective is just too broad.”
Brine finishes up at the end of the year. SCA said a replacement will be announced in coming weeks.