Radio insiders say 2GB wanted a lowered conservative tone on air

Staff at Nine Radio accuse management of lowering the conversative tone and being ‘scared’ of social media activists.

2GB radio host Ben Fordham in his Sydney studio. Picture: John Feder

Staff at Nine Radio’s Sydney station 2GB say management has become “spineless” and “scared” of social media as it turns away from the conservative views that made it a ratings hit.

Three senior sources, who spoke on condition of anonymity citing concern for their employment, said some of the station’s most formidable on-air presenters had been replaced by “lightweights”.

Two key broadcasters to depart the station were Alan Jones in May last year and Steve Price at the end of 2019.

Multiple sources said management, led by Nine Radio boss Tom Malone, wanted to “lower the conservative tone” of the station to avoid causing a backlash on social media including Twitter, potentially resulting in the withdrawal of advertising.

Latest ratings released by GfK on Tuesday showed 2GB’s breakfast program, hosted by Ben Fordham after the departure of Jones, had lost 52,000 listeners. It was no longer the most popular program in that timeslot, the first time the station had lost the position in 18 years.

Fordham’s audience share had dropped to 13.3, compared with Jones’ final ratings of 17.9. KIIS1065 duo Kyle Sandilands and Jackie “O” Henderson recorded an audience share of 15.5.

Conservative broadcaster Alan Jones is pondering a return to radio. Picture: John Feder

Other new presenters are also struggling, including 2GB’s drive program hosted by Jim Wilson which now ranks sixth in that timeslot.

Ray Hadley, the long-time morning presenter, remains in top spot in his timeslot with an audience share of 13.7. Internal critics of changes at 2GB after Nine Entertainment took full ownership of Macquarie Media said the talkback topics now put to air were not resonating with audiences.

“Management are too scared,” one said. “All the station stands for is your favourite pizza and your favourite biscuit. We used to talk about things that people were challenged by and found interesting.

“It’s spineless for management of any media organisation not to stare (pressure by activists) down; otherwise why don’t you just ask Twitter, (Instagram) or the Left on how you should program your media assets and just do that … Those on social media, if they don’t like it turn it off, but instead they leave the radio on and think, ‘we’ve got to find a way to destroy you’.”

Nine's managing director radio, Tom Malone at the 2GB studios in Sydney. Pitcure: John Feder

Earlier this week Jones, who left with more than 13 months remaining on his $8m two-year contract, did not rule out a return to radio when his new contract with Sky News Australia ends in November.

On Wednesday, Nine’s head of radio content Greg Byrnes said broadcasters had not been given direction on how to present on air. “Our broadcasters always call it as they see it,” he said.

“Advertising is stronger than ever because 2GB is delivering a broad audience off the back of our live and local strategy.”

Price, who departed the station in 2019, now has his own show, Australia Today with Steve Price, on the LiSTNR app on weekdays, said his old employer had “tried to silence loud voices who upset others”.

“(Management) don’t want these loud voices on their ­Monday-to-Friday breakfast, morning, afternoon and drive shows because they’re absolutely terrified advertisers will boycott them,” Price said.