SCA backs hyper-local radio, earlier ad integration to beat rival’s $200m metro talent transplant, rides anti-global, anti-algo new wave

Mi3 Audio Edition

Rival radio networks are transplanting big talent from Sydney and trying to make it work in Melbourne.

SCA Chief Content Officer, Dave Cameron, is taking the opposite strategy. Local talent that “speaks the language of the city” and gets the “fabric” of its suburbs is particularly crucial for breakfast audiences, he says.

Plus, as platforms and content globalise, localism becomes a competitive advantage: “Anti-globalism will pay dividends for us … otherwise we’re playing the same game as everyone else.”

Hence SCA launching six new shows, pairing fresh local talent with station “juggernauts” while focusing harder on radio’s core heartlands – like Western Sydney, where massive audiences and engagement are found. “That is where the bulk of radio listening, the bulk of audience data and surveys, is happening,” per Cameron. “It's not happening in Bondi.”

SCA is laser-focused on growing audiences and revenues without blowing holes in the budget that could later prove problematic. Content economics are underpinned by sharpened appetite for advertiser integration – with those commercial discussions happening upfront and early. “We’ve never been more commercially savvy around that,” says Cameron.

Seeking new audiences via greener talent and formats could risk dislocating “rusted-on” loyalists, Cameron acknowledges. “But we believe in the combinations we’ve put together,” he says. “If you're not investing in fresh thinking, talent and voices, your industry may become irrelevant.” Plus, there’s growing evidence to suggest a younger set is discovering the analogue dial – either through nostalgia, or as a reaction to algorithmic overreach.

The next year will test SCA’s strategy, but Cameron’s confident audiences will hold and then grow. The alternative is to keep hoping the world doesn’t change, or emulate the metro lift and shift being attempted by rivals. Can that transplant strategy pay off, given time to bed-in?

“That’s a $200 million question,” says Cameron.

SCA is staking out a different numbers game.

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