SCA is bringing back two of its local metro brands – SAFM in Adelaide and B105 in Brisbane, along with two new breakfast shows.
The Hit Network name remains as it continues to ne the largest radio network in Australia encompassing 50 stations around the country, including its Hit DAB+ stations, with a strong focus on bringing back the big heritage FM brands of SAFM in Adelaide and B105 Brisbane. These two stations will join other metro heritage brands, 2DAY FM in Sydney and FOX FM in Melbourne, that are already part of the Hit Network.
Extending SAFM even further, Hit96.1 Mount Gambier will also rebrand to SAFM, delivering a strong, unified South Australian radio brand across the state’s two biggest cities.
The rest of the Hit-branded network stations nationally will remain as Hit and take on the network’s new look branding. In addition, Hit92.9 in Perth will remain unchanged for now – but with a further announcement to come.
New Adelaide breakfast with Lehmo
To further celebrate SAFM’s return to Adelaide, famous Adelaide-born comedian, Anthony “Lehmo” Lehmann returns to the station where he started his radio journey in 2009, and from today joins Rebecca Morse and Cosi in the rebranded Bec, Cosi & Lehmo breakfast show.
In Brisbane, Hit105 returns to B105 with the same favourite shows that listeners love.
Bianca Dye joins Hit Network
Hit on the Gold Coast remains as Hit90.9, and today brings back local radio and TV personality Bianca Dye to her hometown. Dye joins the Hit90.9 breakfast team with Dan Anstey and Ben Hannant from today, creating the Bianca, Dan & Ben breakfast show.
Dave Cameron on new music strategy
SCA chief content officer Dave Cameron said: “The Hit brand was first launched in Australia in Adelaide and we have since built the Hit Network to 50 stations nationally. However, chaotic and crazy times such as these often drive a movement back to nostalgia and comfort, and as such there has never been a better time to bring back the much-loved and trusted radio brands SAFM and B105 to Adelaide and Brisbane.
“Our audiences have great, passionate memories of these stations and they’ll be hugely excited to have them back again in their cities. More broadly, the Hit Network will also deliver a new, mood focused, ‘feel great’ pop music format nationally that listeners will love, alongside the most entertaining breakfast and drive shows around the country. The network also introduces a new, emotive positioning line ‘Get that feeling’ which will bring its new ‘feel great’ music and show philosophy to life.”
The new content and brand-led growth strategy will see the Hit Network broaden its relevancy and appeal to a bigger target audience of people aged 30-54 years, with a female skew.
SCA chief carketing & Communications officer Nikki Clarkson said: “The Hit Network now has a complementary and more sophisticated new brand with iconography and design assets consistent across all platforms and sub brands, reflecting the new content strategy. In conjunction with the new branding, the positioning line ‘Get that feeling’ reinforces what listeners can expect when they engage with the network.
“Around the country, the Hit Network will leverage its local heritage brands in metro cities and make audiences everywhere feel great with its positivity, entertainment and new music offering, all with a focus on a broader audience than ever before.”
Head of the Hit Network Gemma Fordham said: “Today is an historic day for the Hit Network and we’re excited to deliver a new look and sound to our audiences across the country to make them feel great! In addition, Bianca and Lehmo joining us are the cream on top of our already huge show and talent lineups.”