SCA rebrands Perth stations: Hit 92.9 becomes Triple M, Mix 94.5 joins Hit Network
Southern Cross Austereo (SCA) is rounding out the year with changes across multiple metro radio markets.
The first official move comes out of Perth, with Hit 92.9 being transformed and joining the Triple M Network instead.
Mix 94.5, which currently runs some syndicated Triple M programs, will take its place and become part of the Hit Network with a “new look”.
This means the death of Mix 94.5’s previous branding, which will now align with legacy SCA brands Fox Melbourne, 2Day Sydney, B105 Brisbane, and SAFM Adelaide. .
92.9 Triple M Perth will take up the national Triple M branding. SCA said Triple M’s strong football heritage will ensure Perth’s passionate AFL footy fans will have a new place to call home in 2021.
It will soon announce a brand-new Breakfast show, with rumours swirling comedian Amos Gill could take the post.
The current Mix 94.5 Breakfast show Clairsy, Matt & Kymba will retain their slot.
Current Hit 92.9 Breakfast show Xavier, Juelz & Pete will finish up on Friday, November 27.
An SCA spokesperson told Radio Today they will have “other exciting on-air roles in the business which will be announced soon”.
The new Mix 94.5 Perth
SCA’s chief content officer Dave Cameron said the changes were exciting.
“We know West Australians already love our Triple M regional stations throughout the state and we are so thrilled to be finally bringing Perth listeners a true rock station with 92.9 Triple M. We are also gearing up to deliver Perth an exciting new breakfast show in 2021 on 92.9 Triple M to be announced soon, delivering something fresh, fun and local at breakfast to complement rock’s greatest hits and Kennedy Molloy for the drive home. 92.9 Triple M becomes the 49th station, completing the Triple M national network,” he said.
“Mix 94.5 will take on the new Hit branding and is our Perth heritage brand, rounding out the national Hit Network. Mix 94.5 will continue to deliver its existing ‘feel great’ mainstream hit music format alongside the much loved Clairsy, Matt and Kymba breakfast show, and national drive shows Carrie and Tommy and Hughsey and Ed.”
Head of the Triple M Network, Mike Fitzpatrick, said it’s so exciting to finally bring the radio brand to Perth.
“There’s a massive deficit in the city for people who enjoy rock music and no one does it better than Triple M. Our format, rock, sport and comedy, is unique in the world and I know listeners in Perth are going to love it. Localism is a major focus for Triple M and this radio station will be run by people who are born and bred in the west who can talk to Perth as true locals, combined with the best of our national personalities and shows,” he said.
The new branding and station names take effect from December 1.
In the most recent ratings survey, Mix 94.5 (soon to be part of the Hit Network) had a 12.0% share. Hit 92.9 (soon to be Triple M) had 8.7%. This put them both behind market leader 96FM (13.2%) and Nova 93.7 (12.5%).
Cameron was unavailable for interviews following the release of the most recent radio ratings, however rival Australian Radio Network (ARN) noted the then-rumoured SCA Perth changes were a “smart move”.
ARN’s chief content officer Duncan Campbell had just celebrated the return of 96FM to the #1 spot.
“I think if what I hear is going to happen then it’s probably from their point of view a smart move, but you have to back it up with the right strategy, the right on-air people and the right music et cetera,” Campbell told Radio Today.
“So we’re very confident that 96FM with the heritage it’s got as a rock format, the music we’re playing there that we researched in fine detail, and also the on-air talent there and also obviously Gary [Roberts] at the helm, it’s now, it’s a force to be reckoned with 96FM once again.
“But bring it on, I say if they change the format.”
Roberts also spoke to the Radio Today Tonight podcast about his rival’s rumoured changes.
“I’d be delighted if they made changes,” he revealed. “Whatever they do, and yes we’re hearing all the rumours and the speculation is rampant, but at the end of the day 96 is now re-established. We know what we’re doing. We’re very focused and we’ll continue to deliver.”
This is the first of what is anticipated to be many big moves by SCA before the year is out.
Imminent changes are expected at 2Day FM Breakfast, with current Drive hosts Kavalee and Hughes, alongside Nine personality Erin Molan tipped for the gig.