Hitting the reset button | radioinfo

Hitting the reset button

Friday 06 March, 2015

It's a mouthful for announcers to get their tongues around the dual branding that still exists on B105, 2Day and Fox, since the launch of the Hit brand for SCA's Today Network.

"B105 Hit 105.3" is clumsy no matter how carefully you say it, and so is the reversal "Hit 105.3 B105."

But announcers in Brisbane may not have to worry about the dual branding too much longer.

Now that B105 has respectfully marked its 25th Birthday with a reunion and a facebook page full of memories, the network is expected to bring B105 into line as the next station to completely drop its heritage branding in favour of the new Hit livery.

With the High Court ruling this week, the 2Day brand is also likely to keep suffering negative publicity. The station has lost listeners, and the ACMA now has the right to deliver another blow, with licence breach sanctions being discussed, including a possible period off air.

2Day is likely to follow B105 as the next station to drop its heritage name and move to a total rebrand as Hit.

Renaming Fox will be more problematical for SCA, because that remains a strong brand in Melbourne, and it is not wise to throw away a big audience associated with a strong brand.

Now that the company has committed to the new Hit brand, and market tested it in two states, it makes sense that it will soon move to the next steps.

Expect changes at B105 sooner rather than later, as the old brand prepares for one last Black Thunder journey into the sunset.

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