92.9 re-brands as hit92.9 as stations get ready for a super-competitive year in Perth radio

Southern Cross Austereo’s 92.9 station has re-launched this morning as hit92.9 (pronounced “hit ninety-two nine”).

Content director, Todd Campbell, said the change was part of a national roll-out, which coincided with an indication from 92.9’s extensive social media audience it was time to update the station’s brand.

“We felt over a year ago a shift had happened. We could see our core audience at the top end were moving through and a whole new audience was coming in underneath, so the branding change, the colours and the music change that we’ve recently had reflect that. Whilst it sounds subtle, we’ve moved from being a pure pop play to focusing a little more more around the dance acts that clearly are testing better than the pop stuff with the audience we are chasing.”

Campbell said the station will deliver a distinctly different sound with younger announcers, an edgier tone, and a hotter playlist as it goes head-to-head with NOVA for the under-40 audience.

Leading the charge for the re-positioned station is Breakfast team Heidi, Will & Woody – Perth’s youngest Breakfast show. Having spent 2014 finding their feet, they will be looking to make an impact this year as part of the ‘new’ sound.

Hit92.9 is also planning to stage free ‘Laneway’ free music events, commencing next week and leading in to Survey 1, to showcase the station’s core brand values.

And the ‘hit’ network nationally, including 92.9,  will get a boost mid-year with the return of Hamish & Andy to the airwaves.

“From a business point-of-view it gives us clearly differentiated products between Mix94.5 and hit92.9, which for us is very important,” said  Southern Cross Austereo WA General Manager Linda Wayman. “It will translate into an incredible spread for clients in terms of being able to choose a particular audience or do a joint buy and have a true mass communication plan.”

2015 is shaping up to be the most competitive year for radio in recent memory, with all eyes – and ears – on 96fm under new ownership by ARN, which also owns 49% of Nova.