Melbourne radio wars: What listeners can expect in 2025
2024 proved to be a drama-filled year on Melbourne’s airwaves, but with fresh new line-ups and the return of some controversial names, experts have revealed what local audiences can expect in 2025.
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It’s been a tumultuous past year for Melbourne’s radio stars.
There was drama aplenty when Kyle and Jackie O finally syndicated to Melbourne, as longtime listeners of KIIS FM threatened to boycott the station, late-term switch-ups of hosts when Marty Sheargold took an unexpected sabbatical, and of course, the ongoing battle to claim the almighty top spot in the explosive radio ratings war.
But as a new year begins, so too does a slew of revamped line-ups, along with the return of some old favourites.
So what exactly does 2025 have in store for listeners?
ABC’s shake-up
There’s been a changing of the guard at the public broadcaster to round out 2024 after long-time breakfast host Sammy J hung up his boots after five years.
In the comedian’s place comes one “unlikely couple” in former Western Bulldogs captain Bob Murphy and respected former Channel 7 journalist Sharnelle Vella.
Radio industry consultant and co-host of the Game Changers Melbourne Radio Wars’ podcast Craig Bruce told the Herald Sun audiences could very well have some divided opinions over the newcomer breakfast hosts.
“Time will tell as to whether these changes are a net good for the ABC, but their audiences are loyal — and while there’s pushback from some listeners, I’m sure that will settle once they get comfortable with the new line-up,” Mr Bruce explained.
“I’m a huge fan of Bob Murphy, I think he’s every chance of being an inspired choice for breakfast — he’s clever, he’s funny, he’s got a wonderful turn of phrase and he’s incredibly likeable. I actually think he’s the perfect fit for this role.
“I’m not as familiar with Sharnelle’s work, but I would be confident in them building a strong following over time.”
Fate of Kyle & Jackie O
It’s been a pretty sluggish start on Melbourne’s airwaves for KIIS FM’s $200m duo Kyle and Jackie O as many listeners followed the ousted Jase Hawkins and Lauren Phillips.
Their ratings staggered in the months since, repeatedly failing to win over local audiences with their, at times, X-rated content since syndicating from Sydney in April.
Granted it‘s not even been twelve months so they should be allowed a grace period to help them find their fee but, with regular rants and toilet humour, the pair seems like a lost cause.
So the question remains: Should radio bosses, who axed Nova’s now hugely successful Jase & Lauren to make way for the high-profile pair, cut their losses?
“I think there’s close to zero chance of them turning this around, certainly not in the next 12 to 24 months,” Mr Bruce said, labelling the launch down south as “one of the worst” in recent history.
“They have managed to put almost everyone offside in Melbourne and I’m not sure there’s anything they can do right now to turn it around.
“It would take a mea culpa from both of them and a complete change of attitude towards genuinely making an effort to understand Melbourne listeners before we see any positive ratings results.”
Things seemingly went from bad to worse in December after the pair was dethroned from the No.1 spot in Sydney as part of the final ratings survey for 2024.
Breakfast Radio Wars
It’s been a tight race throughout the past year as some of Melbourne’s favourite radio talents battled it out to claim the coveted breakfast slot.
Fox FM’s Fifi, Fev & Nick — often celebrated for their feelgood, family-friendly content — once again proved popular with the local listeners and often took out top spot.
Gold FM’s Christian O’Connell and 3AW’s Ross and Russ have each cultivated a steady base of listeners in their time on Melbourne airwaves, too.
But radio expert Mr Bruce predicts there will be plenty more things to come for hilarious trio Jase and Lauren, and resident newsreader Clint Stanaway, as they mark their second year with NOVA after being unceremoniously dumped from KIIS FM.
“Radio is a game of momentum and all of it right now is with the show that KIIS gave away at the end of last year, Jase and Lauren. I expect them to go from strength to strength in 2025,” he said.
The return of Rooey
Triple M announced in November that St Kilda champion Nick Riewoldt was set to join its rebranded 2025 breakfast show, Mick in the Morning.
The seasoned footy commentator, who spent the past two years living abroad in his wife’s native Houston, Texas, will star alongside radio stalwart Mick Molloy in the new line-up.
It’s expected the pair will bring some much-needed consistency for listeners, who were graced with the arrival of Wil Anderson, Rosie Walton and Dale Thomas for six months last year.
Then host Marty Sheargold, now set to star in a national Drive show, took an unexpected sabbatical last July in the wake of his unbecoming behaviour at the AFL Grand Final.
Mr Bruce expects the impressive trajectory first kick started by Thomas, Walton and Anderson to continue after Riewoldt and Molloy take over.
“I’m looking forward to hearing this show. Mick is a pro, he’s loved by Melburnians and has a track record of success,” he said.
“Nick is an impressive media performer. I’m guessing they’ll develop a strong chemistry and expect them to have a solid first year.”
Drive’s reigning King and Queen
They’ve been the subject of ongoing romance rumours since word broke in early 2023 that Carrie Bickmore had split from TV producer partner Chris Walker — and it’s easy to see why.
A natural quick wit, ability to tackle heavy topics but easily pivot into lighter segments, as well as the obvious chemistry between comedian Tommy Little and his on-air partner Bickmore, has created a dynamic radio bosses can only dream of.
It’s the perfect recipe for success, making the pair the current uncontested king and queen of the drive slot.
Mr Bruce highlights one major key to their success: “Consistency is the word”.
“They just keep delivering great shows every day. Carrie and Tommy bring A-list star power to the show, along with their natural chemistry.
“It’s funny, it has heart and it sounds like two genuine friends who like being in the same studio together.
The Game Changers team has revealed its Top 10 best FM radio shows of the last 25 years and Craig speaks to the hosts of those shows across a 10-episode series, which is available right now.
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