Credit: Elijah Merrell via Unsplash
Nine Radio will be rebranded Tapt Media from May 1, subject to the Laundy family's acquisition of the audio business completing on April 30.
The rebrand covers the corporate and trade identity only. Station names 2GB, 3AW, 4BC and 6PR remain unchanged.
Tom Malone, managing director of Nine Radio and incoming CEO of Tapt Media, said the name change signals a broader strategic shift.
"The transition to Tapt Media is about more than just a name change, it's a statement of intent," Malone said.
"Our talk stations are the heartbeat of their communities and they will remain the foundation of what we do. 'Tapt' perfectly captures our energy as we expand deeper into the digital space."
The Laundy family acquired Nine Radio's talk network, home to Australia's top-rating talk stations in Sydney and Melbourne, as part of a push into audio.
The rebrand signals an intent to extend the business beyond broadcast into live streaming, podcasting and data-led advertising solutions, giving agencies and brand partners new ways to buy against the network.
Nine and Laundy plan to maintain a commercial relationship post-sale, with Nine News journalists appearing on Laundy radio stations, Stan Sport promoted through Laundy venues and advertising sales collaboration between the two businesses.
Meanwhile, Nine's strategic focus shifts to outdoor, streaming, broadcast and publishing.
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