Newly merged radio groups Southern Cross Media and Austereo have announced a new company name – Southern Cross Austereo.
The $700m deal took place earlier this year with Southern Cross CEO Rhys Holleran taking the helm of the new group.
Previously Southern Cross was more of a regional player, with Austereo bigger in metro markets.
Holleran told Mumbrella: “We are trying to position this in the market as one company, with one offering.”
Austereo’s Today Network radio shows such as Fifi & Jules, Hamish & Andy and Kyle & Jackie O‟s Hour of Power have already been syndicated to the regional Hit Music Network.
As well as the radio operation, the group owns Southern Cross Television and Southern Cross Ten.
The TV stations will still contribute about a third of the group’s revenue. Holleran said that there would be brand crossovers including digital radio brand Radar being turned into a television show.
Asked whether in time the brand name would be shortened to Southern Cross, Holleran said: “I doubt it.”
He added: “This is not going to be a five minute journey. This is a five year plan.”
The rebranding was led by Southern Cross Austereo’s head of marketing and communications Nikki Clarkson. She said: “We’ve taken the best of both brands and united them as one, creating a new logo that is familiar yet progressive.”
According to the company: “Each of the colours that appear in the logo represent a sub-brand of the business; Radio, Television, Digital, an Entertainment unit, Research and Sales.”