Despite amazing amounts of money being invested into bringing a less than useful show from Sydney into a more sophisticated Melbourne market, the entire idea has been a complete failure.
This is yet another example of a once-popular radio format, built for the audiences of the 1990s and early 2000s, failing to find relevance in today’s very different media landscape.
The attempt to break into the Melbourne market didn’t just stumble; it flatlined. And it should not surprise.
Younger and diverse audiences today aren’t looking for manufactured banter, they’re tuning into podcasts and other mediums that offer substance, authenticity, and something worth their time.
The kind of light-hearted, performative radio that once dominated the airwaves is rapidly losing its grip. By the end of this decade, it will be hard to see how paying these hosts millions is in any way justified. –Kos Samaras
There is some truth to the above but in reality Melbourne does not warm to uneducated diatribe from Sydney.
