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.

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Recent comments (18)
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Gary From Peppermint Grove
18 Nov 2020 - 1:38 pm

Finally Perth has a Rock station rather than the watered down ed Sheeran they are play on 96FM. Will be an interesting market to watch

Nick
18 Nov 2020 - 2:14 pm

Baz for 92.9 Triple M Hot Breakfast?

Down Down Down
18 Nov 2020 - 2:15 pm

SCA was once a great radio network… fallen off a cliff. Bit like the Hit logo (downward trend).

White Flag
18 Nov 2020 - 2:43 pm

Hit just gave up here huh?

Alex
18 Nov 2020 - 2:44 pm

Triple M a real rock station?

Well unless they’re playing sport or endless talkback and “comedy” shows.

Triple M is barely a music station.

Dan
18 Nov 2020 - 3:16 pm

Sweet! Now, can someone please find out what will be happening in Canberra? I know they are subject to a joint venture with ARN, but the stations are in a similar situation to Perth with a Hit station and a Mix station. Will Hit 104.7 become Triple M (the 50th)? Leaving Mix 106.3 to realign with the Hit Network?

Ben Nephews
18 Nov 2020 - 3:29 pm

Good Lord. No wonder Duncan thinks this is a good move – he couldn’t have asked for a better xmas gift for ARN. Let me understand this – MMM is unsuccessful everywhere, so SCA puts it into Perth to go head to head with the market leader, a 40 year old brand that has a heritage breakfast show. On top of that they hire an Adelaide comedian with zero name recognition to host the new breakfast show….what could possibly go wrong?
SCA playing strategic 4D chess.

Hkn
18 Nov 2020 - 3:52 pm

No no no…. who da hell is making those decisions….
So after takeover 96fm , ARN wanted to make 96fm more like Mix (who was the king of the West )playing pop songs like Weekend, Katy Perry… It didn’t worked. 96 lately went back to the roots with ‘real music’ rock/classic rock/outback style and it started working (look at last survey)
Now SCA with Triple M wants to be like 96fm …oh irony…
We really need Smooth there to shake this up more lol.
I hope they are not going to make ‘new Hit’ with 2DayFm playlist….

Hkn
18 Nov 2020 - 7:16 pm

So only Nova left in Perth targeting young listeners…. Will be #1 then…

PJC
19 Nov 2020 - 12:39 am

Surely the industry’s worst kept secret for 2020? SCA basically announced this when they didn’t redesign 92.9’s logo and relaunch along with the rest of the Hit Network.

Maybe it’ll work, but SCA are probably about 12-24 months too late on this one. They should’ve made the switch when ARN announced Gary Roberts returning to 96FM.

@Dan – things would only change if SCA buy out ARN, or are happy to ditch their Hit Network content from Canberra and turn 104.7 into a Triple M instead (as they’ve done in other regional markets). Whilst Mix 106.3 carries SCA networked content, they’re still ‘aligned’ to ARN’s KIIS Network.

Brett Cameron
19 Nov 2020 - 6:57 am

Talk about confusing the listener. As i have said many times having a station name the same as the frequency position does not give a radion station personality. At least 92.9 gets a personality. HIT as a brand name is a bit silly as every station plays hits or has hits in their logo/slogan. ARN need to rebrand 96FM and Brisbane 97.3FM for the same reasons.

AJ
19 Nov 2020 - 10:15 am

@Brett I completely disagree.

Stations like 96FM and the old FM104 in Brisbane had more personality than any “named” station in the country ever has. People instantly knew what FM104 was and stood for.

I agree about 97.3 though – it’s never gained any profile, but that’s not because it lacks a name, it’s because they never put any effort in to distinguish it. The horrible music playlist doesn’t help. SMOOTH 97.3 would dominate Brisbane if only they had a clue.

Big Al
19 Nov 2020 - 2:05 pm

Perth radio is like time got stuck about 20 years ago . Send someone to Auckland they have more FM stations and music variety than the whole of Australia. Bring back some ideas. 96 is like the golden oldies station that thinks playing ACDC gives it street cred. Your base will probably be dead in the next 5 years.

Al Gore's Rhythm
19 Nov 2020 - 3:02 pm

Gary, what the bajesus are you talking about? Watered down Ed Sheeren? That’s the homeopathy of music mate.

Hkn
19 Nov 2020 - 3:51 pm

@Big Al…its true about 96 but clearly is working for them in Perth. Its bit a ‘bogan radio’ in my opinion lol. It would be nice to see KIIS brand there… only Nova left there playing CHR/AC…

LB Perth
19 Nov 2020 - 5:39 pm

Any ideas where Xavier, Jules and Pete will end up?

Joey
20 Nov 2020 - 5:12 am

I recall in 1998, 96FM was closer to the CHR station HIT 92.9 are today. While PMFM 92.9 was closer to a rock station and MIX 94.5 (which started the 90s as 6KY on the AM band) was a female skewed AC station.

Will MIX 94.5 now further evolve into a FOX or 2DAY, including the night-time, younger-skewed syndication?

Maybe not, but don’t be surprised if it does. All these capital city Hit stations have indicated upon their rebrand in 2020 that they are targeting a broader demographic than previously.

It was clear enough they were either going to reintroduce the long-gone PMFM, just as they brought back the names SAFM and B105, or opt for MIX 94.5 to take the place of Hit 92.9 instead.

A pure Triple M (which MIX 94.5 never was) may provoke ARN to evemtially remake 96FM in the mould of Adelaide’s MIX 102.3

Hkn
20 Nov 2020 - 9:34 am

@Joe . Good points! Clearly Triple M will take some share from 96….question is how much 96 will drop. Personally I think 96 should go towards 96 Gold than ‘sort of Mix Adelaide’ . Big question is what kind of new Mix will look like…

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