Southern Cross Austereo (SCA) has confirmed suspicions that it will build a national network around its new “hit” branding trialled in Adelaide, but has opted to retain its “Today” name as well.
As of January, SCA's stations will be called “Today's Hit Network”, following on from its rebrand in Adelaide which saw the station renamed as hit107 in October.
It means its Sydney, Melbourne and Brisbane stations will keep both the original and new branding, being renamed 2Day hit104.1, Fox hit 101.9 and B105 hit105.3 respectively. All stations will additionally take on the 'hit' logo.
In an internal memo, SCA executive director of metropolitan operations Guy Dobson said keeping the original station names was a deliberate decision.
“If you're wondering why we kept the Fox, B105 and 2Day names I'll tell you,” Dobson said.
“There's life in the brands. Even through 2Day FM's darkest years, it's still reigned supreme. As Thomas Edison once said, 'our greatest weakness lies in giving up' and I for one am not prepared to give up on these brands. You shouldn't either.”
SCA isn't the only station to look at a national strategy going into a competitive 2015 radio landscape. The news comes off the back of Australian Radio Network (ARN) announcing its Melbourne Mix101.1 station would be rebranded under the Kiis name, with its Brisbane and Adelaide stations falling under the logo too.
At the time, ARN content director Duncan Campbell said to pulling its stations together under the one brand would allow it to deliver a streamlined proposition to advertisers.
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