Nine replaces Macquarie Sports Radio with music format

Macquarie Sports Radio’s future has been decided with new owner Nine deciding to drop the sports-focused content and branding in favour of 70s, 80s and 90s music.

The new programming will involve the return of heritage radio brands 2UE 954AM, Magic 1278AM and 4BH 882AM, as well as the channel undergoing a rebrand in Perth to Magic DAB+ Perth.

All channels will feature live local news, sports and weather and will continue to honour their existing sports rights contracts with the AFL, NRL and Cricket Australia.

Nine’s managing director of radio, Tom Malone, said the change is a response to a gap in the market.

“We’re very proud to be bringing back great radio brands like 2UE, Magic and 4BH with a music format that we know will resonate with audiences in each city,” said Malone.

“Until recently Magic and 4BH were successful music stations and our research clearly shows there is a gap in the market for this music format, built around the best of the 70s, 80s and 90s.”

The new stations will arrive in a soft launch on February 2 and be available in digital quality via online, apps, smart speakers and DAB+.

Nine’s new director of sales for radio, Penny Kaleta, said the new programming perfectly compliments Nine Radio’s existing lineup.

“For our clients we believe this move to a music format is highly complementary to our existing talk-radio formats and gives the brands who work with us a strong audience combination in terms of what we can offer.”

Macquarie Sports Radio ‘paused’ its broadcasting in October 2019, with the content going under review. The brand continued to air its live sports coverage, but dropped its talk programs which had long suffered with stunted ratings.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.