AUSTEREO’s All New 92.9 has brought on a new program director to push the station back to the number one position in Perth.
Brad McNally’s first day at the All New 92.9 coincided with the release of the first ratings survey results which showed the All New 92.9 lost 5.3 per cent in the breakfast time slot.
The radio ratings survey results confirmed the importance of the breakfast program for commercial radio stations but also suggested Perth listeners don’t like change.
Austereo’s revamped PMFM The All New 92.9 was unable to retain their audience share with the new line-up of Zara Grose, Bernie Brittain and Troy Swindells.
“I’m the first to admit we’ve got a tough job, you don’t change people’s habits in breakfast radio easily,” Mr McNally said.
“Bernie is the most experienced in our breakfast team, both Zara and Troy are new to radio they both come from a stand-up comedy background.
The success of Gary Shannon and Jane Marwick at 96fm suggests listeners are more loyal to a personality than to a station.
“Gary Shannon has a great heritage in radio, but I think Perth needs a fresh approach, some new blood,” Mr McNally said.
Mix 94.5 and The All New 92.9 managing director Gary Roberts said the reinvented PMFM offered the Perth audience a more competitive and more relevant product.
“PMFM has been reinvented with a new line-up and a fresh approach and exciting new promotions,” Mr Roberts said
Mr McNally has been working as the group program director for SBS radio in Scandinavia (no relation to SBS in Australia.)
From 1994-1995 he worked as the program director for PMFM and he was the musical director for 96fm in 1980 when it first went to air.
