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Melbourne Talk Radio

Melbourne Talk Radio (callsign 3MP) was a radio station in Melbourne that commenced broadcasting on 19 April 2010[3][4] until its closure on 2 March 2012.[5] It replaced, and was later succeeded by, 3MP, which used the 1377 kHz frequency. The station's transmitter is located in the suburb of Rowville and broadcasts at 5 kW.

Melbourne Talk Radio
Broadcast areaMelbourne RA1[1]
Frequency1377 kHz AM
BrandingMTR 1377
Programming
FormatConservative talk
AffiliationsMacquarie Radio Network
Ownership
Owner
1116 SEN
MyMP Digital
History
First air date
19 April 2010
Last air date
2 March 2012
Call sign meaning
see 3MP
Technical information
Power5 kW
Transmitter coordinates
37°56′05″S 145°13′00″E / 37.9347°S 145.2166°E / -37.9347; 145.2166

History

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In December 2009, existing operator Pacific Star Network and Macquarie Radio Network, the owner of top rating Sydney talkback radio station 2GB, agreed to create the joint-venture "Melbourne Radio Operations Pty Ltd", to supply radio programming in the Melbourne market. In April 2010, the two signed an interim agreement to launch conservative talkback station MTR 1377—replacing 3MP on AM radio—to compete against incumbent 3AW.[6][7]

At the station's launch on 7 April 2010, breakfast presenter and Program Director Steve Price promised the station would be "in your face, controversial, opinionated".[8] Despite or because of this promise, the station failed to attract a stable audience, from its Station Identity Letters becoming universality referred to as "Men Talking Rubbish"

The station's office was in Swan Street, Richmond, in the same location as its sister station, sports-focused SEN.

After ceasing operations, its management claimed it had had little chance of succeeding due to operations being hampered by the station having a low bandwidth and therefore its signal not being able to be received by those living in the outer suburbs of Melbourne. The true reason though for MTR's failure was that its founders had overestimated the potential audience number for its station.

Closure

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In November 2011, MTR was threatened with closure due to several issues, both ratings and legally related. The station's ratings were much lower than anticipated and litigation is underway relating to program syndication from Sydney's 2GB. Russell Tate, CEO of Macquarie Radio Network which half owns the station, wanted the station to have a cheaper management and staff structure.[9]

The station lost $6.2 million in the first twelve months of operation.[10]

In February 2012 Macquarie Radio Network began legal action against Pacific Star after the board failed to approve a budget for the station.[11][12]

In March 2012, part owner, Macquarie Radio Network issued a notice of default to MTR and Pacific Star Network demanding full payment of all monies owing.[13] The station was closed and placed into administration on Friday 2 March at 5pm.[5] The original station that moved to digital only as 3MP MyMP when MTR began broadcasting, reoccupied the 1377 frequency.[14]

Former Presenters

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  • Breakfast with Steve Price
  • Mornings with Steve Vizard
  • Afternoons with Chris Smith (∞)
  • Drive with Luke Grant
  • Money News with Ross Greenwood (∞)
  • Nights with Brian Wilshire (∞)
  • Australia Overnight with Michael McLaren (∞)
  • Wake Up Australia with Andrew Moore (Mon–Wed) & Luke Bona (Thurs & Fri) (∞)

(∞) Aired also on 2GB in Sydney.

News

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MTR 1377 broadcast 2GB's Macquarie National News from Sydney.

The former Melbourne based newsroom was sacked in early December 2011 as part of a "cost-cutting" measure.[16]

References

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  1. ^ "Archived copy" (PDF). Archived from the original (PDF) on 12 February 2014. Retrieved 24 May 2015.{{cite web}}: CS1 maint: archived copy as title (link)
  2. ^ "Macquarie Radio and Pacific Star sign Interim Agreement". ASX ComNews. 16 April 2010. Retrieved 4 March 2012.[permanent dead link]
  3. ^ Magee, Antonia (20 April 2010). "Price is too Right Some say fresh air". Herald Sun. News Limited. p. 17. Retrieved 26 April 2010.
  4. ^ "Radio station declares talkback war". Age. Fairfax. AAP. 7 April 2010. Retrieved 8 April 2010.
  5. ^ a b Butler, Ben; Battersby, Lucy (2 March 2012). "'No worries' as MTR goes off the air". The Age (First ed.). Fairfax Media. p. 6. Retrieved 5 March 2012.
  6. ^ "Macquarie Radio and Pacific Star sign Interim Agreement". ASX ComNews. 16 April 2010. Retrieved 10 May 2015.
  7. ^ Quinn, Karl (19 April 2010). "Look who's talking - MTR hits the airwaves". Age. Fairfax. Archived from the original on 22 April 2010. Retrieved 26 April 2010.
  8. ^ Bodey, Michael (8 April 2010). "New radio station will be 'in your face'". Australian. News Limited. p. 7. Retrieved 26 April 2010.
  9. ^ Quinn, Karl; Petrie, Andrea (10 November 2011). "MTR Set To Close". Age. Fairfax. Retrieved 11 November 2011.
  10. ^ Ross, Norrie (11 November 2011). "Steve Price optimistic about MTR's future". The Herald Sun. News Limited. Retrieved 6 December 2011.
  11. ^ Bodey, Michael (8 February 2012). "Radio partners slug it out". The Australian (1 - All-round Country ed.). p. 37. Retrieved 5 March 2012.
  12. ^ Lacy, Christine (20 February 2012). "MTR duo still talking despite legal clash". The Australian Financial Review (First ed.). p. 39.
  13. ^ Quinn, Karl; Kermond, Clare (2 March 2012). "Macquarie Radio cuts MTR lifeline". The Age (First ed.). p. 3. Retrieved 5 March 2012.
  14. ^ Bodey, Michael (3 March 2012). "MTR closes, with loss of $15m". The Australian (1 - All-round Country ed.). p. 27. Retrieved 5 March 2012.
  15. ^ "MTR over the Ridge". Sunday Herald Sun (1 - FIRST ed.). 1 January 2012. p. 94.
  16. ^ "VIC:Vic radio station remains rating flop". Sky News Australia. Australian Associated Press. 13 December 2011. Retrieved 5 March 2012.
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