Melbourne’s sports talk radio growth: is every person actually listening?

T’s 10:13 am on Tuesday and Top Theto a caller has something to say about lacking Fremantle Docker Harley Bennell’s latest ankle damage, so SEN radio host Kevin “KB” Bartlett places him to air. “Connective tissue is a little bit like a ligament strain,” the man starts of evolved. We’re no longer advised what, if any, medical qualifications the caller holds and unsure whether the analysis that follows is medically sound, however, the guy sincerely sounds certain of himself. On sports, radio self-belief counts for lots. Barlett’s co-host on this section has simply claimed he doesn’t want to percentage his thoughts on Bennell, lest he sounds racist, so the sudden look of the display’s own Dr. Nick Riviera truly counts as welcome remedy.


This is sports speak, SEN style: an odd and verbose mix of old-timey front bar understanding, sporting group therapy, crowd-sourced scientific conjecture and an ever-churning footy rumor mill. Bartlett is a master of the layout – a 403-game AFL legend who can muster an emphatic opinion on nearly any game topic thrown at him, at the identical time skilfully cutting off nonsense-spouting callers and visitors alike. An hour after the Bennell discussion he’ll wonder at period whether footballers who take their mouthguards out earlier than kicking at intention are extra accurate at taking set-pictures.



Bartlett’s display, Hungry for sport, is wedged among SEN’s better-profile breakfast and force-time line-ups – programming that frequently units the sports activities media schedule in Melbourne and helped set up the station as Melbourne’s dominant weekday sports talk vacation spot. SEN provide a never-ending, AFL-heavy flow of topical interviews, loose and often barely unhinged talkback and forthright, occasionally intentionally provocative editorial. Footy minutiae are turned over and inspected to nearly comical degrees.

March’s first radio survey discovered a disastrous Melbourne audience proportion of 2.five for SEN due to the fact that the arrival of Lyon and McLachlan, an alarming drop from three.8 the survey previous and well down from the five.0 the station is after. With its vintage line-up, SEN held a 4.6 proportion in August 2016, right as football season reached fever pitch. Remarkably, among those leapfrogging SEN inside the final survey became ABCFM – a classical tune station.

Within the Melbourne radio international, breakfast is king. Studies released by means of Roy Morgan in August 2016 suggested greater than 1/2 of all Australians listen to breakfast radio, making it the maximum popular and beneficial slot in the schedule. SEN’s new approach, and advertising rates will live or die at the scores of its morning display.

The qualifying issue in SEN’s modern problem, and now not a mere one, is that the primary survey of 2017 was conducted in the length earlier than the begin of the men’s AFL season, at which point the station tends to return into its own. Yet industry veterans who’ve spoken to Guardian Australia say that if the downward fashion keeps in the next survey, heads may roll.

The lingering question here is what enchantment that endless weekday sports activities radio yak-authors nonetheless preserve for Melburnians, in particular, outside of AFL season’s 30-week grip on the town’s attention. In a technology in which speak has never been so reasonably-priced, nor opinion-driven media content material greater ubiquitous, do sports fans need to listen to re-heated variations of the same debates they’ve possibly study hours or occasionally days previous via social media and blogs, in which each person is a self-styled shock jock? And do we really want extra from the same voices who dominate sports activities Tv?

Assessing the enchantment or in any other case of sports radio content is one component, taking stock of the waning Australian media economic system which underpins the SENs of the sector is another. Though the highest-score radio suggests retaining a certain cachet with advertisers, like any traditional mediums, radio is starting to feel what creative industries now euphemistically term “disruption”. In addition to conventional radio dials, audiences at the moment are fragmented across live streams, apps, and podcasts.


Radio has simply weathered the hurricane higher than most mediums, but listening conduct are converting more substantially now than at any factor in the last 30 years. A July 2015 file by means of the federal department of communications recognized the clean chance to conventional stations posed through the speedy adoption of streaming technology along with Spotify, Apple tune, and Pandora – a trend countered only in component by way of stay streaming services and apps created by means of a82ee8a4ee179e54beacaecce0423cb2 operators like SEN. A few within the industry claim newer technology like Fb stay and the committed, one-prevent portals for the likes of the NBA and UFC also gift demanding situations for impartial multimedia outlets.

Granting that a sort of existential disaster does certainly loom for sports radio stations, within the closing six months SEN’s income-making discern agency, Pacific Famous person, have elected to throw cash at the trouble. remaining year their board appointed FM radio veteran Cathy Thomas as fashionable supervisor of broadcasting, giving her a mandate for the change whose most apparent image is the excessive-profile breakfast display and its cast of big names. Lengthy known as “Morning Glory”, it now goes by the FM-flavoured “Garry, Tim and Hamish”.

Additionally symptomatic of that Triple M-ratification of the station was the current replacement of former Fitzroy and Adelaide teach Robert Shaw – a wise soccer analyst and decade-Lengthy co-host of SEN’s Sunday morning display – with currently-retired Brownlow medallist Adam Cooney. But mockingly, it’s miles FM radio wherein we see the clearest signs and symptoms of radio listeners certainly leaving behind non-stop chatter: “Much less talk, extra incredible music”, they promise.

What’s clear is that SEN’s one-off splurge on large-name skills for a single blockbuster display has heightened the stakes dramatically, wearing great risk, and it’s an approach whose success or in any other case incorporates broader implications for sports media in Melbourne. Failure may even propose that complete-time, committed weekday Melbourne sports activities radio chat in its traditional shape is an early-2000s relic whose days are numbered.

As SEN tries its high-wire act, salient lessons regarding the brutal market conditions for sports radio ventures aren’t tough to find in the quick records of EON sports activities radio, the Melbourne-based startup community launched through entrepreneur John Wall and debatable businessman and track industry veteran Glenn Wheatley in July 2016. Named after Wheatley’s Nineteen Eighties FM radio station, EON changed into first of all billed as-as Australia’s first 24-hour virtual most effective countrywide sports activities radio station – a specific Australian radio domestic for English Optimal League pronounces, with generalist Australian sports activities talk applications and neighborhood A-League and NBL recreation coverage thrown in.

No such success. Wall informed Mum or dad Australian that inside months of release it has become apparent EON’s advertising sales could go nowhere near overlaying his heavy funding within the time frame he’d was hoping; advertising groups adopting a “be patient” technique on the new station wasn’t right now bought on its genuine audience. in the first six months of launch Wall was seeking out a new owner for the ardour undertaking, and by the time he’d sold to a management group along with EON trendy supervisor and SEN founder Danny Staffieri in March 2017, Wall had burnt through in excess of $1.5m of his own money, and was paying Some full-time workforce out of his personal pocket.

“It becomes plenty of cash,” Wall says. “It’s a piece of a bird and egg state of affairs. You’ve were given to get your listeners up so you can cope with agencies, but agencies have a duty to their clients now not to invest with their advertising cash, in order that they watch for the rankings to come out.” In addition, EON’s in-house advert income team couldn’t attract enough backers to cover the shortfall. The early listenership conflict may additionally be defined with the aid of EON’s initial carrot of stay EPL announces, which seemed amiss: what Australian fan is lying in bed being attentive to video games but not watching them?


“We suppose we’ve were given something quite particular,” Staffieri says. “We’re very buoyant about the destiny of the commercial enterprise. This stuff takes time. You want to invest and construct your target market, then the advertisers come.” the first survey of 2017 showed EON’s target audience has climbed to an accrued total of 44,000 listeners in line with week, at the back of digital market leaders like the “BUDDHA” chill-out channel, and the in-save radio stations piped via to clients of major shops Coles and Chemist Warehouse.

Amanda R. Dubose

Spent high school summers getting to know dogmas in Minneapolis, MN. Spent several years merchandising walnuts worldwide. My current pet project is researching Slinkies in Jacksonville, FL. Spoke at an international conference about testing the market for action figures in Hanford, CA. Spent the better part of the 90's lecturing about cellos in Orlando, FL. Spent 2001-2007 building sausage in Naples, FL. Tv fanatic. Internetaholic. Travel expert. Incurable zombie nerd. Coffee advocate. Hardcore web trailblazer. Gamer.