Episode Details

About the Guest(s):

Amanda Lee is the Head of Metro Content for the Hit Network.

Episode Summary:

In this episode of "The Quarter Hour," host Wade Kingsley delves deep into the changes happening at Sydney's 2DAY FM, focusing on its evolving music strategy. The episode features a lively conversation with Amanda, as she explains the shifts in 2DAY FM’s music programming, the rationale behind these changes, and how audience insights guide their radio format decisions.

Listeners will gain insight into the strategic rebranding of 2DAY FM's music content, where Amanda shares the iprocess of transitioning from a "hits before they hit" format to the current "Better Music and More of It". With a focus on appealing to the under-40 demographic, Amanda reveals how audience feedback, market analysis, and changes in breakfast shows have created new opportunities for positioning in the network.

Key Takeaways:

• Evolving Music Strategy: 2DAY FM has shifted from a newer music focus to a varied music playlist resonating with the under-40 demographic, fuelled by audience research and market analysis.
• Integration with Breakfast Shows: The strategic changes align with the evolving landscape of breakfast programming, ensuring content supports and enhances the overall radio experience.
• Nostalgia and Variety: The current music programming includes a mix of 90s and 2000s hits, alongside popular artists like Rihanna and Justin Bieber, aimed at creating an energising and familiar atmosphere.
• Support for New Artists: While mainstream hits dominate the playlist, Amanda says 2DAY FM continues to support new and Australian music in suitable dayparts and through specialty shows.
• Collaboration with Seven Network: The partnership with the Seven Network presents new promotional opportunities, broadening the reach of both entertainment and sports content.

Notable Quotes:

1. "It's months in doing audience insights and research and getting their feedback."
2. "We want music they can sing along to…that energises them."
3. "The audience is telling us we want variety, we want familiarity."
4. "We've got to think about our listeners and go, what do you want?"