4BC announces summer cricket line up
Macquarie Radio Network’s 4BC has announced its summer cricket coverage.
The release:
4BC’s Summer of Cricket launches this week with the first ball thrown in Brisbane on Thursday, 5 November.
4BC is Australia’s only commercial radio station to take all games across the season, providing full live coverage.
Metro talk station, the only commercial one in a market of 8 commercial stations (racing incl).
It should generate enough profit to sustain 16 hrs of local radio/day at a minimum.
Instead, there are 32 local hours of radio out of 168 hrs.
That’s an embarrassing 19%.
Talk stations more than any other format rely on fitting the hallmarks of radio, live, local, immediate, interactive. 4BC fails all of this.
Now all the local content on their other Brisbane station, the one known for 80 yrs as 882 4BH but now starting from zero for brand recognition as Magic 882 will be wiped as of Monday.
32 local hours on air out of 336 hours a week.
Regional stations face onerous reporting and minimum requirements as part of local content licence conditions. Metro stations have escaped this.
If ‘Switch to Mitch’ the new Comms Min is as passionate about radio, he needs to mandate at least 12 hours of local, original, exclusive content for metro radio licences.
Brisbane is in the laughable position where the Tatts Group Limited owned racing station is the biggest producer of local content from 5am through to 1/2am, their Albion studios are staffed.