Traffic reports on Nine Radio now in-house after ATN split
After ending a 25-year partnership with Australian Traffic Network last month, all traffic updates are now in-house on Nine Radio stations.
The changeover began on Saturday (July 11) after the network hired local reporters to compile and present traffic bulletins in almost all cities.
In Melbourne, the reports will be filed by staff from the Department of Transport.
In a memo to staff on Friday night, content boss Greg Byrnes said the number and scheduling of reports will be consistent right across its talk and music networks.
“The increased frequency of reports means traffic will be a key programming ingredient and we’re confident the team will set a new standard in daily coverage and breaking news,” he said.
“From Monday, you’ll also hear a slight change in the top of hour structure around News, Sport, Traffic and Weather. This will again be consistent across the Talk and Music networks and creates premium and exclusive sponsorship opportunities.”
Byrnes confirmed that the changes will allow for “greater control” of ” commercial inventory”.
He also thanked staffers Ricardo Bardon, Anthony Smyth, Karelle Healy, Jackie Lucas, Jackie Whittaker and Brachen Lorger for their role in the traffic shake-up.
The network has revealed a new commercial offering for its news, sport, weather and traffic coverage in June, with exclusive sponsorship opportunities across all bulletins.
“Over the past six months we have been examining all parts of our business to best serve the needs of our listeners and our advertisers,” Tom Malone said, Nine Radio’s managing director.
“We’ll be doing more live traffic and more local traffic, with dedicated reporters in each market, so the reports are faster and more accurate than anywhere else.
“And the advertisers will be getting a better experience too, each report will be preceded by a 5-second brand credit, and then the client gets 30-second solus adjacency reinforcing the marketing message. We’re creating a premium environment to deliver cut through.
“Commercially, it also means the only place advertisers can buy slots on one of our four talk radio stations, or three music stations, is through the Nine sales team.
“We’ve built premium sponsorship packages across the day, and around the network, aligned with our key verticals of news, sport, weather and traffic.”