Nine revives Magic to replace Macquarie Sports Radio
Macquarie Sports Radio is officially dead and buried, with Nine Radio announcing the return of the Magic music format today.
Heritage brands 2UE 954AM in Sydney, Magic 1278AM in Melbourne and 4BH 882AM in Brisbane have officially been revived.
Macquarie Sports Perth DAB+ station will rebrand as Magic DAB+ Perth.
All four stations will play a music format featuring the best of the 70s, 80s and 90s.
“We’re very proud to be bringing back great radio brands like 2UE, Magic and 4BH with a music format that we know will resonate with audiences in each city,” said Tom Malone, Nine’s managing director – radio.
Malone was formerly a cadet at 2UE.
“Until recently Magic and 4BH were successful music stations and our research clearly shows there is a gap in the market for this music format, built around the best of the 70s, 80s and 90s,” he said.
After launching in early 2018, Macquarie Sports Radio’s talk programming was pulled in October 2019 following over a year of dismal ratings.
Since then, the four stations have continued to broadcast sports coverage from with news bulletins.
Despite the change in format, the stations will continue to honour their existing sports rights contracts with the AFL, NRL and Cricket Australia.
Macquarie Sport replaced the Talking Lifestyle format, which launched on 2UE in 2016 and was adopted across the Melbourne and Brisbane stations at the start of 2017.
“For our clients we believe this move to a music format is highly complementary to our existing talk-radio formats and gives the brands who work with us a strong audience combination in terms of what we can offer,” said Penny Kaleta, Nine’s director of sales – radio.
2UE, Magic, 4BH and Magic DAB+ will soft launch on February 2.