Content boss admits 2DayFM breakfast not expected to top ratings but is ‘a big step forward’

2Day FM’s content boss Craig Bruce has taken a jibe at former breakfast show hosts Kyle Sandilands and Jackie ‘O’ Henderson, but admitted he expects their new shows not to top the radio ratings when the first set of the year are published on Tuesday.

Bruce, who is the head of content for Southern Cross Austereo, described Sydney’s new breakfast show with Jules Lund, Merrick Watts, Sophie Monk and Mel B as “a big step forward from the previous show” in terms of client solutions.

“This is a huge advantage for us now and to be honest it’s a big step forward from the previous show. When you think about Jules and Merrick they’re both commercially savvy and incredibly creative,” he said.

“We have got a great support staff around them from sales teams to programming teams, and we can make virtually anything happen for our clients. We want to be a partner, and not just a platform, and I think for the first time, certainly in Sydney, we’ve got a breakfast show that is absolutely committed to that process.”

The Sydney FM radio market has seen the biggest shake-up of modern times with Kyle and Jackie O moving to new station Kiis106 (formerly Mix) for the breakfast show there, and a big shake up in drive time shows across all networks.

Bruce said it would be a “waste of energy” to focus on immediate audience results from the new breakfast shows, with Fox FM in Melbourne also getting new hosts with Fifi Box and Dave Thornton, as the new shows take time to build an audience.

“Next Tuesday will give us an indication, but our ears will tell us instinctively whether those shows are improving,” he said.

“When you think about FM radio and how it works, I can’t think of a single breakfast show in history in Australia that has launched and gone up in its first survey and that’s unlikely to happen next Tuesday, but we’re okay with that.”

Bruce said SCA are working closely with the new Breakfast with the Stars show to identify its strengths, seek feedback from the audience, and create content opportunities to build a “unique position in the market”.

Bruce also said he is confident in the strength of the new shows on the Triple M network, describing Matt Tilley and Joe Hildebrand on the new national drive show are “genuinely funny.”

Megan Reynolds


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.