Live and local – but is it logical? Australian radio is at a crossroads
Australian radio is at a crossroads right now. Two networks are embarking on two vastly different paths, and we’re seeing it play out through their stars: Kyle & Jackie O, and Ray Hadley.
First to Nine Radio’s Ray Hadley, who earlier this year clocked up 150 consecutive survey wins on Sydney’s 2GB. His program has long been networked to regional stations across the country, and to Brisbane’s 4BC, which is also owned by Nine.
The industry is in its survey break this week, and so 4BC listeners would have tuned in on Monday, expecting to hear Hadley’s regular replacement host.
Instead, they heard 4BC weekend presenter and former Seven newsreader Bill McDonald, who confirmed he’d now be hosting the show. Permanently.
It was a somewhat unceremonious end to Ray Hadley’s eight years of being networked on 4BC Mornings, despite the program being the station’s highest-rated show in the most recent radio ratings.
In announcing the change, 4BC Content Manager Max Dudley declared it was part of Nine Radio’s ‘live and local’ strategy.
“I’m excited to welcome Bill McDonald as our new Mornings host, adding another program to our live and local offering on 4BC. It’s a big year ahead for Brisbane with council and state elections, not to mention the ongoing build towards the 2032 Games, and I have no doubt Bill will champion the issues that matter most to our listeners.”
Dudley acknowledged Hadley’s contribution to the station: “Eight years ago Ray added 4BC to his large list of network stations and has made a huge impact in Brisbane and across Queensland.”
‘Live and local’ has long been a principle of talk radio, and has been a significant focus of Nine Radio, including multiple references at the recent Nine Upfronts.
But removing one of the network’s biggest stars from a daily slot on the station – not long after Hadley signed a new multi-million-dollar deal to stay with Nine Radio – is an interesting contrast to what’s happening elsewhere in radio.
The industry is abuzz this week with speculation Kyle and Jackie O will be offered a record-breaking $200 million deal to stay with ARN’s KIIS FM for another ten years.
Such a deal would effectively double the salaries of the pair, who — at $5 million a year — are currently Australian radio’s highest-paid broadcasters.
But the speculated details of such a deal suggest that it goes well beyond linear radio, and would see the duo — who are a brand, as much as they are a show — appearing across multiple platforms, including video, and digital radio, right across the country.
In fact, Kyle has previously mentioned conversations he’s had with international players Spotify and Amazon, leading to speculation of a global platform for the show. Their podcasts are already available through the iHeartRadio hub.
Internationally, we’ve seen the extraordinary value that premium brands like Kyle & Jackie O can bring. Look at Joe Rogan’s deal with Spotify, or Howard Stern with Sirius XM. They have the power to earn and retain audiences – and this speaks volumes to advertisers.
In a cost-of-living crisis, it’s not just consumers who have to tighten the purse. It’s also marketing budgets that come under pressure – and they look to these bankable stars to deliver value for their brands and campaigns.
A $200 million investment would see ARN (or SCA, if they succeed in luring the duo across) go all-out to maximise the Kyle & Jackie O brand.
And that would not just be an acknowledgement that they’ve spent a lot of money.
It would be proof that good content and good entertainment has the power to connect with audiences anywhere. Including in Brisbane.
Just wish there was some diversity of opinion on Australian commercial talk back.
If you listen to UKs LBC eg, there’s a variety of opinion, left, right and centre. And the callers reflect this too. And those whose opinion differs from the “jock” ate treated with great respect.
But heh. What would I know. Australia’s shock jocks get the ratings, sadly, with little diversity of opinion.
User ID not verified.
I have listened to Ray Hadley for at least 5-6 years.
Living in Qld – 4BC is dead to me now.
Deleted the 4BC app and now will find another Pod Cast to listen to.
Ray was the highlight of the 4BC weekday.
I am not the only Queensland listener upset.
Bill McDonald is a good presenter but he aint no Ray.
User ID not verified.
Ray Hadley should take his mic down to main Beach and throw it out and retire and never Come back to Queensland
User ID not verified.
Please bring Ray Hadley back
Four days with Bill McDonald is more than enough for me
Will not be listening to 4RO – what an insult to listeners
X
User ID not verified.
How disappointing, I loved listening to Ray for years, not even respecting listeners by allowing Ray to let us know the bad news.
I am finished with 882.
User ID not verified.
I think it’s about time that radio stations go back to producing their own content. It would provide more opportunities for people who want to get into radio and if you want to listen to shows like Ray Hadley, it’s easily done via the Internet…
User ID not verified.
Bad mistake change Ray Hadley is the best at keeping those politicians barstards honest, wont be listening now. No offence to Bill McDonald
User ID not verified.
Madness they just don’t under Brisbane.
User ID not verified.
When Neil left early morning. I stopped listening. Turned radio back on for ray. Sorry to say. Radio off again.
User ID not verified.
Hope they look at the amount of advertising each hour, currently at about 25 minutes, making for terrible radio. Limit the content and increase the price may be a better way to go.
User ID not verified.
As there is no more Ray Hadley on air I won’t be listening to 4bc anymore.
User ID not verified.
Ray Hadley will be sadly missed by many listeners, he has power in his words, he has a voice that is heard by many in power & holds them accountable. Why he has been taken off 4BC completely does not make any sense, we need a very strong voice to keep the powers to be accountable for their actions.
User ID not verified.
Where is Ray? I think it stinks. Sorry don’t like
User ID not verified.
l am 75 retied truck driver & have gone from listening to John Laws to Ray Hadley, l find his show & comments made are real life experiences, l find Ray’s attitude & comments are much the same as mind, l agree with what he says most of the time & feel a connection with him, so that is the reason why l have the 2GB app, l don’t think it is a good idea to drop his show from 4BC, he has thousands of Listeners in Qld who will miss Ray’s show, l don’t think it’s a good idea but it’s done, l live in Hervey Bay Qld & know a lot of people who listen to him, Greig,
greigpullinger@hotmail.com,
User ID not verified.
Haven’t any of you heard of the internet and 2GB easy to do if you want to listen to Hadley
User ID not verified.
Unlike some of the other commenters, I can understand why Nine Radio has decided to bring a local program back to 4BC. During the most recent ratings survey, Ray Hadley was #6 in the Brisbane ratings behind several music stations, including 4BH.
As for Kyle & Jackie O, their schtick might be popular in Sydney (exactly how, I’m still yet to quite figure out) but I can’t imagine it resonating with the rest of Australia. Melbournians in particular are fiercely parochial and rather anti anything Sydney regardless of whether it makes sense or not. This observer certainly expects K&JO to be added to an already long list of short-lived brekky shows on 101.1 Melbourne.
User ID not verified.
Have your say