Southern Cross reverses Hit Network rebrand for SAFM and B105

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 27 July 2020

Southern Cross Austereo (SCA) is reversing its decision to rename two radio stations under the Hit Network umbrella, bringing back popular local brands SAFM in Adelaide and B105 in Brisbane.

As part of the backflip, Hit96.1 Mount Gambier will also rebrand to SAFM to unify the South Australian radios.

SCA is also unveiling a new look for the Hit Network, which began rolling out nationally in 2016 along with the Triple M network brand.

The redesign introduces a new positioning, Get that feeling, to focus on “feel great” music and aims to attract a larger target audience of people aged 30 to 54 years old with a female skew.

Since 2016, 50 stations have been rebranded under the Hit Network umbrella which at the time SCA said was designed to create a stronger national presence by “enhancing the value of its brand assets”.

“However, chaotic and crazy times such as these often drive a movement back to nostalgia and comfort, and as such there has never been a better time to bring back the much-loved and trusted radio brands SAFM and B105 to Adelaide and Brisbane,” says Dave Cameron, SCA chief content officer.

“Our audiences have great, passionate memories of these stations and they’ll be hugely excited to have them back again in their cities. More broadly, the Hit Network will also deliver a new, mood focused, ‘feel great’ pop music format nationally that listeners will love, alongside the most entertaining breakfast and drive shows around the country.”

As part of the shake-up, Adelaide-born comedian Anthony “Lehmo” Lehmann returns to SAFM to join Rebecca Morse and Cosi on the Bec, Cosi & Lehmo breakfast show, while B105 returns with the same shows.

Meanwhile, TV personality Bianca Dye returns to Hit90.9 in the Gold Coast to join Dan Anstey and Ben Hannant on the Bianca, Dan & Ben breakfast show.

“The Hit Network now has a complementary and more sophisticated new brand with iconography and design assets consistent across all platforms and sub brands, reflecting the new content strategy,” says Nikki Clarkson, SCA chief marketing and communications officer.

“In conjunction with the new branding, the positioning line ‘Get that feeling’ reinforces what listeners can expect when they engage with the network.

“Around the country, the Hit Network will leverage its local heritage brands in metro cities and make audiences everywhere feel great with its positivity, entertainment and new music offering, all with a focus on a broader audience than ever before.”

SCA will also announce changes to Hit92.9 in Perth over the coming months.

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