Southern Cross Austreo has re-badged SAFM as "hit107", the opening gambit in a move which could see Sydney's 2Day FM similarly re-branded.
The Adelaide station made the announcement today that it was re-branding to hit107, announcing a new breakfast along with the new name.
Antos Gill and Dani Pola will be the breakfast team, replacing Michael Beveridge and Hayley Pearson.
“It’s been really exciting to build a new station from the ground up. Everything from our music features, our breakfast contests, our approach to news and information, the tone of the and feel of our production and more,” head of content at Southern Cross Austereo Craig Bruce said.
In a release this morning, the said it station would be geared toward women under 40.
Rumours have been flying that a re-brand was in the works for SAFM, and SCA would be watching to see how the station performed before making a decision on whether or not to do something similar with Sydney's 2Day FM.
The station has been falling consistently in the ratings since the departure of top-rating presenters Kyle and Jackie-O to rivals Kiis FM.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.