When they launched, Kyle Sandilands and Jackie Henderson claimed they would be No 1 in Melbourne by the end of 2024. What went wrong?
Kyle and Jackie O have failed to gain a foothold in the strong Melbourne breakfast radio market, which includes Jase & Lauren on Nova, Christian O’Connell on Gold, Ross and Russel on 3AW and Fifi, Fev & Nick on Fox.Kyle and Jackie O have failed to gain a foothold in the strong Melbourne breakfast radio market, which includes Jase & Lauren on Nova, Christian O’Connell on Gold, Ross and Russel on 3AW and Fifi, Fev & Nick on Fox.
When Sandilands and Henderson came to Melbourne, they bumped Jase & Lauren off the Kiis FM breakfast slot. Jason Hawkins and Lauren Phillips went to Nova, and their audience went with them. In August their show topped the breakfast ratings.Many of the commentators interviewed for this story said The Kyle and Jackie O Show was not the first to have tried to expand into Melbourne and struggled, pointing to Alan Jones’s failed push into Melbourne, and Stan Zemanek’s in 2002.
“They value Sydney and we can hear that, we can see that. And in Melbourne … feel valued, they don’t feel listened to, they don’t feel welcome.” “If they came to Melbourne for two or three weeks at the beginning of next year, broadcast out of Melbourne, none of the output of the show would change … that they cared enough about Melbourne to be here.”Burrowes says O’Connell, a successful newcomer to the Melbourne breakfast radio market, offers some lessons.
“At the heart of this challenge for Kyle and Jackie is they have two very different audiences that are hearing them and connecting with them at very different stages of their relationship. Sydney is ride or die. Melbourne is wait and see.”When they launched in Melbourne, the marketing campaign behind the launch called on the audience to “Make up your own mind”.
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