Why 2DayFM’s curse is impossible to solve
IT’S another blow for the 2Day FM breakfast team after yet another slide in the radio ratings. And if the likes of Mel B and Sophie Monk can’t make the show rate, what hope does the station actually have?
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THERE were no Christmas miracles in store for ailing breakfast show 2DayFM this year, suffering a further decline in audience to an all-time low of just 2.8 per cent share.
For those wondering ‘how low can 2DayFM go?’ the dismal result means that surely, the only way is up for the network when new hosts Grant Denyer and Ed Kavalee join Em Rusciano in a revamped line up next year.
Kavalee and Denyer were brought on after the show was rendered to be on life support, following former host Harley Breen who jumped from the sinking ship in November.
MORE: The winners and losers of radio after radio ratings release
It won’t be easy to bring the show back from the brink, even for someone as widely popular and recognisable as Denyer.
Kavalee too has a following thanks to his charm and charisma on Have You Been Paying Attention?
But the trio have a serious challenge ahead of them, getting audiences to pay attention in the already overcrowded and notoriously tricky breakfast market isn’t easy.
Most listeners are loyal, getting them to switch is almost impossible.
You only have to look at the revolving door of hosts that have been ushered in and out of the building every year since Kyle and Jackie O defected to rival KIIS FM in November 2013 to see the challenge that’s ahead.
If names like Rove McManus, a post-Bachelorette Sam Frost, Sophie Monk and Spice Girl Mel B can’t make it work, what chance does Denyer, Kavalee and a tired Rusciano have?
A TIMELINE OF TROUBLED 2DAY FM:
November 2013 — Kyle Sandilands and Jackie O announce their departure from the station and the network, defecting to KIIS FM
January 2014 — Merrick Watts, Jules Lund and Sophie Monk take over breakfast, with Mel B as a contributor
August 2014 — Mel B leaves the breakfast team
January 2015 — Dan and Maz take over the breakfast slot
January 2016 — Rove and Sam’s arrive into the 2 Day FM breakfast market, Dan and Maz moved to weekend breakfast
January 2017 — Rove and Sam moved from the breakfast show to a national nightly program on the Hit Network due to poor ratings. Em Rusciano and Harley Breen
June 2017 — Rove and Sam’s 7-8pm national show axed
November 2017 — Harley Breen announces he is leaving and will be replaced by Ed Kavalee.
December 201 7 — Grant Denyer announced to join Em Rusciano and Ed Kavalee from