It’s the biggest launch of a new station in Melbourne since vega, perhaps even Nova and maybe 3MP itself. Yet Melbourne’s new talk station MTR 1377 isn’t actually new, rather it’s a comprehensive format change for the lowly rated 3MP, whose license and frequency the new venture between it’s owners and 2GB’s will use.
In any case, MTR has the potential to change the Melbourne radio landscape forever. Even if it is mildly successful it could split the over 40’s talk audience three ways between itself, market leader 3AW and third placed ABC774. Such a split could reduce 3AW’s accustomed dominance or even pull it back into second place behind FOX FM. Or what odds the unthinkable for 3AW, that MTR is more than merely mildly successful and actually comes close or beats AW?
Such an outcome would not only have a huge impact on the Melbourne commercial market but also have implications for the Fairfax network as whole. With its Sydney station 2UE struggling against 2GB since it lost its stars, it can ill-afford to have its best performing station go down the same path.
But this time things are different. MTR weren’t able to entice any of the big names from 3AW. Even Steve Price was poached from 2UE, not having been heard in Melbourne for a decade.
Some pundits argue that the new station won’t be “Melbourne” enough. For example Karl Quinn – admittedly writing in the Fairfax press – wrote, “There are 19 unique program slots in MTR’s line-up. Of those, only five will be hosted from Melbourne, though they do include the key slots of breakfast (Steve Price), morning (Steve Vizard) and drive (A Current Affair reporter Martin King).
Here’s your chance to be an I told you so by putting your prediction to posterity. How do you think MTR will go?
As usual, you are under no obligation to stick to this topic. You may use this forum to express any view you like, provided it has something to do with radio and provides no grounds for litigation.
If you’re a paid subscriber, type your comments in the box below. If you’re a non-subscriber, or you would like to post anonymously, you can send your post in an email to [email protected].
We sorely need innovating on todays broadcasting enviroment - however the MTR 1377 program line up as published elsewhere - has a wiff of the old CBN 3AK failures of the 80's - Steve Price says the programming model was designed to "Not fall over quickly" - you can translate Melbourne presenters to Sydney and it seems to work translate Sydney presenters to Melbourne and they fail for some reason. There is a host of presenters no longer on radio in Melbourne who would be welcomed back im sure - but here we go again "A Business Model that will survive and not fall over quickly"
I think we all agree there is a Talk Market out there just waiting to try something new - the old Melbourne Sydney rivalry is going to almost ensure this new ventures failure - which is disappointing mainly for Melbourne radio listeners.
I don't think the music formate is dead....but it is in decline. There is so much music on the net, tv music channels and the ipod....that many people, especially young ones are turning away from radio in droves. And when digital radio really kicks in a few years time, there'll be evn more to choose from. Someone said a few years ago radio will become more personality driven....which is obviously happening now. I think you'll find in future breakky and drive shows everywhere will be a team talk format.....with features in between. There could be hope for music formats, but I feel they'll need a 'real personality' to drive it. There isn't too much of that now, most daytime jocks are boring liner card readers with nice voices who fit the station 'sound'. But, that will change.