KIIS FM has been a huge success in Sydney, so why not Melbourne?
Of course, there are lots of reasons, starting with the fact that it was not the name change but Kyle and Jackie O’s defection from 2Day that made the difference to the ailing Mix 106.5. But no one has ever been successful networking a Breakfast show to another city – especially from Sydney to Melbourne.
As ARN Programming Chief, Duncan Campbell told radioinfo, “There are deeper issues that need to be addressed (at Mix 101.1) that go past just Breakfast.”
While that could be taken to mean that a name and format change may be in store for Mix 101.1, even without Kyle and Jackie O, Campbell insists, “There’s been no decision made on that. Any discussions we’ve had to date have been more in relation to what we might need to do behind the scenes, strategically, to make sure the station’s better positioned next year.”
Yet, he won’t rule a rebrand out either, “Nothing’s off the table but it’s too early to start speculating about KIIS next year in Melbourne, we’re currently focused on the rest of the year for Mix and getting ready for next year.”
Is he saying that the Michael Bodey article in The Australian was pure speculation? Not exactly. He says, “The context was correct. The comments I made were on survey day in relation to the fact that we’re obviously disappointed about the Mix 101.1. People are entitled to speculate about what might happen. But we haven’t made any firm decisions about what we’re going to do in 2015.”
So, there you have it from the man himself. Mix Melbourne absolutely definitely might or might not rebrand as KIIS with or without Kyle and Jackie O.
Either way, it’s a dead set cert.
Interesting that Duncan says he's disappointed with Melbourne. 101.1 has had it's best year since previous management wrecked years of popular, relevant heritage and ditched the valuable TT FM brand in favour of mass voicetracking and networking from Sydney.
With a much smaller internal and external marketing budget than Kiis and Fox and Nova in Melbourne, 101.1 has had a great year, maintaining a competitive place in every survey this year.
Gold is the real disappointment in Melbourne, it's having a shocker of a year, well off what it has been doing in recent years.
If Duncan really wants 101.1 to perform better, perhaps he should lobby for more resources and be more giving of his efforts to Whippy and the team in Melbourne.
I don't like mix 1011 day r not playing 50ts 60ts 70ts 80ts 90ts and todays songs I like dem a long time a go
Hi,
Please don't change the name of mix 101.1 to KIIS next year as I don't like Kyle and Jackie O and don't want mix 101.1 to be associated with them as I think they're rubbish.I think the way you could get more listeners to listen to mix 101.1 is to change the format to 80s and 90s and easy listening music.Also,please get rid of the drive show and replace Rosso as he sometimes says inappropriate things.Also, please get rid of Ryan Seacrest and bring back Richard Mercer's Love Songs and Dedications Show as lots of people used to really like this and listen in.
From Jono and Ben