SCA launches Triple M Perth as Mix 94.5 joins the Hit Network
Southern Cross Austereo (SCA) has made significant changes to its Perth radiobrands, with Hit 92.9 to become a Triple M station.
In addition, heritage station Mix 94.5 is getting a makeover, with a new logo as it becomes part of the national Hit Network.
SCA is replacing Hit 92.9 with Triple M
92.9 Triple M will become the 49th station on SCA’s Triple M network, becoming the home of AFL for Perth from next season.
Launching from 1 December, the station will have a brand new breakfast offering that SCA will announce shortly.
Triple M will now be available on terrestrial radio for Perth listeners, having previously been available in various DAB+ Triple M formats, and around the state in 16 regional Western Australian markets.
Hit Perth has struggled in the radio ratings in recent years, failing to provide meaningful competition to frontrunners Nova, Mix 94.5 and more recently, a revitalised 96 FM.
In the most recent GfK ratings survey, Hit 92.9 held an 8.6% share of listening, while Mix, which has topped the ratings in the west on multiple occasions in recent times, was in third overall on a solid 12%.
92.9 Triple M Perth will feature as-yet unnamed local personalities on workdays, and also a Perth-made Rush Hour program between 6pm and 7pm focussing on the biggest local sports news of the day.
Meanwhile, national drive show Kennedy Molloy will make the jump from their current home on Mix 94.5 to the Triple M Perth.
Triple M network head Mike Fitzpatrick said the new station will fill an existing gap in Perth for listeners.
“It’s so exciting to be able to finally bring Triple M to FM in Perth. There’s a massive deficit in the city for people who enjoy rock music and no one does it better than Triple M,” he said.
“Our format, rock, sport and comedy, is unique in the world and I know listeners in Perth are going to love it. Localism is a major focus for Triple M and this radio station will be run by people who are born and bred in the west who can talk to Perth as true locals, combined with the best of our national personalities and shows.”
Mix 94.5’s refreshed branding as it joins the Hit Network
As previously mentioned, Mix 94.5 will fall under SCA’s stable of heritage stations within its Hit Network. The move follows the recent return of other heritage brands B105 Brisbane and SAFM Adelaide, to sit alongside 2Day FM Sydney and Fox FM Melbourne.
Mix 94.5’s current music format will remain, as will heritage breakfast offering Clairsy, Matt and Kymba, currently the equal second rating show in the market.
Hit Network dual-headed drive shows Carrie and Tommy, followed by Hughesy and Ed, will now be heard on Mix 94.5.
SCA chief content officer Dave Cameron said the network is “thrilled” to deliver a rock station in Perth.
“We know West Australians already love our Triple M regional stations throughout the state and we are so thrilled to be finally bringing Perth listeners a true rock station with 92.9 Triple M,” he said.
“We are also gearing up to deliver Perth an exciting new breakfast show in 2021 on 92.9 Triple M to be announced soon, delivering something fresh, fun and local at breakfast to complement rock’s greatest hits and Kennedy Molloy for the drive home. 92.9 Triple M becomes the 49th station, completing the Triple M national network.
“Mix 94.5 will take on the new Hit branding and is our Perth heritage brand, rounding out the national Hit Network. Mix 94.5 will continue to deliver its existing ‘feel great’ mainstream hit music format alongside the much loved Clairsy, Matt and Kymba breakfast show, and national drive shows Carrie and Tommy and Hughsey and Ed.”
SCA’s announcement did not address night shows across the two stations, and Mumbrella has requested confirmation on whether Ash London Live will be heard at night on Mix 94.5, and whether Danny Lakey will be heard on 92.9 Triple M nights.
SCA recently appointed Marc Eddy as its new general manager in Perth.
The changes leave SCA with several key breakfast lineups up in the air ahead of 2021, with a new 2Day FM breakfast show to be announced soon, while the replacement for Eddie McGuire’s The Hot Breakfast is yet to be revealed.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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92.9 Triple M
Dave Cameron
Hit 92.9
Hit Network
Mike Fitzpatrick
Mix 94.5
SCA
Southern Cross Austereo
triple M
