2CH rebrands just like Magic

There is nothing like starting the working week fresh, and it appears 2CH has done just that by changing its call sign and logo. 
2CH seems to have been rebranded to Magic in line with the rest of the Magic easy listening stations around the country.

After the Macquarie/Fairfax merger, the new business ended up owning three radio stations in Sydney, which is against the current media ownership laws.

Macquarie Media has about one month left to sell the station by the end of March as required by the ACMA, unless something changes with the media laws before that.
The name change brings Sydney in line with the company’s Melbourne and Brisbane stations, which are also named Magic.
It is not known what negotiations are taking place behind the scenes for the sale of 2CH.

Whether Macquarie Media sells all three Magic east cost stations as a package to someone, or whether it only intends to offload 2CH, as required by the ACMA is unknown.

If Macquarie Media retains Magic Melbourne and Brisbane, it could perhaps hire back its programming and sales services to the new owners so that 2CH remained as a ‘network buy’? If all the stations were sold as a network, then the new owner would have a viable low-cost product targeting older listeners to offer to advertisers up and down the east coast.


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