Macquarie Media station 2UE has officially launched its new Talking Lifestyle format which will be heavily supported by branded content.
The station kicked off the new format with an interview featuring its top rating weekend presenters George and Paul and incoming talent, Sunrise host David Koch, who will present a weekend money show.
The new format has already come in for criticism from some listeners, as well as being slammed by Media Watch for its decision to pursue the branded content strategy which will see advertisers taking a native approach to shows.
On air on Saturday George and Paul described a lot of the speculation around the new format as “wrong”.
“There has been a lot of talk about it in the media. A lot of the talk about it has actually been wrong, it’s not one long commercial,” they said.
David Koch will host a weekend money show on 2UE
National executive producer Michael Thompson said the new format was a pioneering concept that would anchor segments around lifestyle categories rather than focusing soley on personalities.
“2UE Talking Lifestyle is a first for Australian radio,” Thompson said.
“The powerhouse combination of George and Paul remains the bedrock of our weekend programming, but now they lead into a high profile line-up of experts in lifestyle content – David Koch (Your Money & Your Life), Catriona Rowntree (Journeys to Come), Sally Obermeder (SWIISH).
“2UE Talking Lifestyle is taking a deeper look at some of the key lifestyle topics that our listeners want to hear more about. Programs will be anchored by experienced radio professionals including Tim Webster, Ed Phillips, Luke Bona and Clinton Maynard but the emphasis is on entertaining, informative content – travel, food, finance, gardening, DIY, health, technology and more.”
Last week Macquarie Radio CEO Russell Tate told Mumbrella that the station would no longer have “hosts” but “anchors” and did not shy away from the advertising driven nature of the new format.
While the breakfast team of Gary Linnell and John Stanley will anchor weekdays and George and Paul will remain in their weekend slot, the station is hoping the likes of Koch, focusing on money, and Rowntree, talking travel, will appeal to the 50+ audience.
Technology will also be a focus with occasional Nine Network commentator and founder of the website EFTM, Trevor Long, gaining an hourly weeknight slot to cover technology.
The relaunch has been supported with a new webiste and even a new phone number for listeners to call in.