Melbourne’s 24-hour sports radio station, SEN, underwent a major revamp of its programming in 2017.
The biggest change was in the breakfast time slot.
SEN recruited an A-list team for 2017 in a bid to increase ratings.
Melbourne great Garry Lyon returned from his media hiatus, along with Channel Seven’s Hamish McLachlan and Essendon legend, Tim Watson to headline the network’s 2017 offering. They are also joined by Fairfax’s Sam McClure for breaking news in the AFL world.
However, the new team has not attracted listeners to the station. In fact, it has done the opposite, despite plenty of promotion at the beginning of the year.
SEN breakfast has dropped from a 3.8 percent share in Melbourne to just 2.5 percent share of listeners at the start of 2017.
The 2.5 percent share is below little know networks, Radio National, 3JJJ and ABCFM (which plays classical music).
In FM breakfast radio, Nova 100 leads the way in Melbourne, with 8.1 percent, with Sam Pang, Chrissie Swan and Jonathan Brown.
Nova is followed by Triple M’s Hot Breakfast with Eddie McGuire, Luke Darcy and Mick Molloy, at 7.7 percent and Fox FM at 7.6 percent with Fifi Box and Dave Thornton.
Meanwhile, overall, 3AW leads the way in the mornings with Neil Mitchell.