2014 Radio Market – Time For A Shake Up?

What a year 2013 was for Radio. We saw clients boycotting stations, resulting in talent being governed all the more closely. This year we will see a total reshuffle in talent, starting with the change in allegiances from the King and Queen of Sydney breakfast!

As this year’s line-up get prepared for the first survey of 2014, Kyle Sandiland’s explosive Sunday interview in Sydney, where he slates 2Day will surely set the rivalry off between the two networks. A publicity stunt to promote KIIS, or a genuine comment? Either way, it makes for interesting listening. The battle for top spot will be fought between these two, Nova’s Fitzy and Wippa and 2GB’s Alan Jones.

2day Breakfast

Melbourne’s long-established radio breakfast duo Dave Hughes and Kate Langbroek were replaced by Tommy Little and Meshel Laurie after 12 years, so an interesting time for both Nova and the Melbourne market.

Australia sweetheart Kate Ritchie will be looking to make her stamp on the radio market in 2014 with her national Nova drive time ‘Kate Tim and Marty’ show which launched last year. 

Triple M’s new national drive team, Matt and Hilly (replacing Merrick and the Highway patrol) will broadcast from different states in an attempt to bridge the Sydney/Melbourne divide; an interesting strategy for a new partnership in a highly scrutinised timeslot. 

OMD Predicts that the first few surveys of 2014 will see some fluctuations, as talent settles into the year. The first survey of each year is always disrupted with non-commercial station Triple J’s Hottest 100. Nova are coming off the back of some consistent surveys so they will be focused on continuing this trend. 

There is the opinion that Kyle and Jackie were coming to the end of their reign, so Kiis creating a station around them is a risk that will need to pay off for ARN, and one I am genuinely excited to see unfold. 

Kyle and Jackie - O

Radio content will not be tamed down, or controlled, as the talent’s freedom of speech is what keeps the audience’s tuning in, and the medium relevant.  

With change at a local level, there is an opportunity for syndicated shows such as ‘Fitzy and Wippa’s Best of’ to establish their national profile in an uncertain market. 

The question on everyone’s lips is sure to be who will take the Sydney breakfast FM crown? Survey one? Our prediction is that there will be some audience that will remain loyal to Kyle and Jackie and move over to KIIS, there will be others too lazy to change the dial and remain on 2day. With this audience fragmentation, if Fitzy and Wippa can keep hold of their consistent audience, they might just sneak the top spot.

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