This Monday will be an important day in the history of 3AW, when the station moves to a better frequency. AM Radio frequencies have better range and coverage in the lower end of the band, and with Melbourne being one of Australia’s worst cities for AM radio interference, due to its tramlines and other electrical noise, the move will give the station a better signal, especially in the CBD.

It will also give talk station 3AW much closer proximity on the dial to rival ABC local station 774.

On Monday morning , May 1st, at 7.15a.m, 3AW’s frequency will change from its current position on AM 1278 to 693, the position of Southern Cross’ other Melbourne station Magic, which will now become Magic 1278. The frequency changes was requested by Southern Cross and approved by ACMA after a period of public comment.

General Manager Shane Healy, who will move on to a corporate role with Southern Cross after the frequency change, has told radioinfo:

“The change will overcome ongoing reception concerns and ensure a strong and clear signal for 3AW. We are confident that the change will benefit the station and therefore all of our highly valued clients. So don’t forget to switch to 693 on Monday morning and be part of 3AW’s new era after 75 years as a Melbourne icon.”

Magic 693 began its life in 1994 after several name and identity changes of the once great AM rock station 3XY, which also changed frequency from its original position at 1422.

3AW was named after Allans and J.C. Williamsons and was started as a tool to promote their music publishing and theatre businesses in 1932. Its original frequency was 1425.

There is already a strong marketing campaign on air, which will continue until Monday, designed to alert listeners to the frequency change. This will be supported by television and print advertising from this weekend.