2DayFM content director Adam Williscroft departs following third consecutive ratings drop



Southern Cross Austereo (SCA) has replaced content director of troubled Sydney radio station 2DayFM Hit104.1 Adam Williscroft as it looks to rebuild its ratings.

Adelaide content director Irene Hulme has now taken on the role. The move comes after 2Day’s breakfast show Dan & Maz slipped to a new low in audience share in last week’s GfK radio ratings with just 2.4, ahead only of Sky Sports FM’s Big Sports Breakfast.

SCA refused to be drawn on whether the change was related to the station’s ongoing poor ratings performance saying only that Williscroft was taking a “well-deserved break” and will have “other opportunities with SCA”. 

In the survey 2DayFM posted a 2.7 audience share down from 3.3 on Mondays-Friday, its third consecutive drop this year, although it does have Hamish Blake and Andy Lee starting in the Drive slot from July, which bosses hope will help boost the ratings across the rest of the day.

Last week Guy Dobson, chief content officer of SCA told Mumbrella: “We are not stupid to sit here and say we got it right – every single day we are working on how to Sydneyfy the breakfast show, we are working to breakfastfy the Breakfast show.

“Coming from a Drive environment into Breakfast is challenging and it is a different mindset,” he said, referring to how Dan Debuf and Maz Compton were moved from Drive to Breakfast in the hope of reviving the station in the wake of a collapse in rating, following the defection of Kyle Sandilands and Jackie Henderson to ARN’s KiisFM.

Today SCA refused to be drawn on the reasons for the changes but said in a statement from Jeremy Simpson, general manager, SCA Sydney: “We can confirm Irene Hulme will take over the content director role at 2Day FM.

“Adam Williscroft will be taking a well-deserved break while we consider a number of other opportunities with SCA.”

Williscroft had been in the role for only seven months and prior to that had been SCA’s regional head of content.

Nic Christensen and Alex Hayes 


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