b105 no more?

Following last weekend’s 25th Anniversary of b105, rumours are rife Southern Cross Austereo are set to re-brand the station as hit105.

Insiders say the launch of the new hit105 brand will happen tomorrow at 6am.

In recent times b105 has rated in third place behind ARN's 97.3 and Nova Entertainments Nova 106.9, and just ahead of Triple M and triplej.

The apparent move to re-brand b105 follows the rebrand of iconic Adelaide station SAFM to hit107 and 92.9 Perth rebranding as hit929.

The domain hit105.com.au is owned by SCA, and is currently inactive and not available online.

Other stations in the Today Hit Network are co-branded with a hybrid – hit104.1 2Day FM and hit101.9 Fox FM.

Is this a precursor for the rest of SCA's Today Hit stations to follow suit soon?

For Brisbane, it may prove to be a strategic dilemma for Nova 106.9, whose current positioning is "Fresh Hits". So in effect Nova's positioning will now be its competitor’s brand name, as is the case in Perth and Adelaide.

So which station will end up owning the word hit?