Grubby and Dee Dee axed from Melbourne’s Gold104.3 FM

Australian Radio Network has axed Melbourne’s longest running breakfast show, Gold 104.3fm’s Grubby and Dee Dee for Breakfast.

Peter “Grubby” Stubbs and Diane “Dee Dee” Dunleavy were given the news after coming off air this morning, after 12 years on the station. This morning’s show will be their last.

Duncan Campbell, ARN’s national content director told Mumbrella the duo were given the chance to do a farewell week next week, but they chose not to.

The duo’s departure comes as an attempt to refresh the station’s brand.

Campbell said: “Their contract had come up for renewal, and we came to the decision that this would be their last year at ARN. Brands evolve and for a business to be competitive you need to make those decisions.”

Campbell would not disclose who would take their place.

“We want today to be about Grubby and Dee Dee’s achievements over the last 25 years and especially the last 12 with ARN,” he said.

Until that announcement, Craig Huggins will broadcast a music-based breakfast show. A new Gold104.3 breakfast presenter is expected to be announced in the next week.

This has been the final week in the Australian radio industry’s 2012 ratings period, with the final ratings results out Tuesday.

In the last ratings book for Melbourne, Grubby and Dee Dee had a 5.3% share of Melbourne’s breakfast listenership, ahead of Melbourne’s other classic rock station, Melbourne’s 91.3 which held 2.3%,  and Mix101.1, which held 4.7% but well behind FoxFM (10.1%), Nova100 (8.2%) and 3MMM (7.8%).

The news comes less than a month after the cancellation of the sydnicated drivetime slot Jono and Dano Show. At the time, Campbell said ARN was “looking at a number of possibilities for drive on Classic Hits in 2012 – including the possibility of pursuing a local content strategy.”

Speaking with Mumbrella today, Campbell said ARN had no intentions of networking a breakfast show.


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