Mamamia takes on the 3pm Pickup
A month after the Today Network first launched their new one hour female focused Mamamia Today show with Em Rusciano and Dave Thornton they’ve moved it from 6pm to what SCA describes as a ‘savvy new timeslot’, 3pm, pitting it against the ARN Mix Network’s 3pm Pickup with Chrissie Swan and Jane Hall (below right).
Dave Cameron, Head of Today Network for Southern Cross Austereo tells us, “We’ve experienced an enormously positive reaction to Mamamia Today in its first few weeks. Our research – plus on air, online and social media feedback – tells us the show is resonating with both our listeners and Mamamia.com.au readers. We’re looking forward to reaching an even bigger audience.”
The new schedule takes effect on Monday 10th of September, around the nation from 3pm-4pm Monday to Thursday as a lead in to The Fifi and Jules Show and remaining at 6pm-7pm on Fridays following Hamish & Andy.
Mamamia Today is the extension of Mia Freeman’s online sensation, Mamamia.com.au, which is a favourite for females under 40 where a variety of writers discuss the latest trends, issues and what everyone’s buzzing about. On Mamamia, ‘everything is up for discussion’ and ‘just like a real conversation with women, you never know where the conversation will go’.
Mia Freedman says, “We’re thrilled at the seamless way Em and Dave have helped to translate Mamamia.com.au onto radio with Mamamia Today. They just ‘get’ the brand so instinctively. The engagement Mamamia is known for has meant the switchboard lights up with callers to the show, ready to share, discuss and debate what everyone’s talking about today. And readers have responded really well to the opportunity to interact with the Mamamia brand on another platform. Moving to 3pm is a dream. The audience is bigger and the timing is ideal whether you have kids or not. It’s the exact time of day when people’s mindset changes and the show’s content is perfectly suited to that.