Nine Radio boss on why 'live and local' content will always win

The head of Nine Radio believes the station has what it takes to continue its rating dominance in 2025 - after ending 2024 as it started - claiming the number one spot for breakfast in both Sydney and Melbourne.

Managing director Tom Malone told Mediaweek the organisation has "been on a bit of a transition for the last four months" where they've "reshaped the business to make sure there's a real laser-like focus at station level around content".

The transition saw Nine Radio make a series of leadership changes impacting both 2GB in Sydney and 3AW in Melbourne.

A revamped structure will see the company's current head of content, Greg Byrnes, move into a new role as 2GB Sydney's station manager. Byrnes will also take on the role of national content manager. "Byrnes will have a real focus on 2GB's audience and its presence in the local market," Malone explained.

One of Byrne's first orders of business was the signing of veteran radio broadcaster 'Ugly' Phil O'Neil, who is stepping away from Mornings on GOLD101.7 to take on Overnights on 2GB and 4BC.

'Ugly' Phil O'Neil

Byrne's told Mediaweek O'Neil is an excellent addition to their line-up as "he understands the craft of making great radio". Byrne's is also realistic that it may take time for an FM personality to gel with their AM audience, but he's not worried.

"He just has to get to know our audience, and our audience has to get to know him," he said.

"That's not going to happen straight away. That will take time to develop, but in those early hours of the morning, it's a wonderful opportunity for both sides, because there's time to talk and there's time to chat."

Nine Radio content director Greg Byrnes with Ben Fordham

But the changes for Nine Radio don't end there.

Luke Davis, who is 2GB's current content director, will now move into a role as promotions and community manager. Malone said Davis' appointment is obvious due to his "unique skill set". Meanwhile in Melbourne, Nine Radio's current marketing manager, Chelsea Barrett, will take on the same role as Davis for 3AW.

Malone said their appointments came after they took "a really good look at the business".

"What we've done is make sure we've got the right structure with the right resources and the right roles to make the next few years as successful as possible," he said.

A recruitment process will also get underway at Nine Radio for new promotions and community managers at Brisbane's 4BC and Perth's 6PR.

The changes at Nine Radio come off the back of a major leadership shake-up undertaken at the Australian Radio Network (ARN), that will see Duncan Campbell will step down from his role at ARN following a period of transition within the company.

Duncan Campbell.

Campbell’s title will remain as chief content officer until a changeover occurs, with Lauren Joyce, the current chief strategy and connections officer, set to take the reins.

As part of the restructure, ARN announced a number of other key leadership change. The chief commercial officer role, currently held by Pete Whitehead, will be phased out. Whitehead, a driving force behind ARN’s commercial success for eight years, will stay on until Michael Stephenson steps in as COO.

Chief digital and technology officer Fayad Tohme will also depart at the end of January, leaving a legacy of enhanced digital capabilities. ARN has thanked both leaders for their impactful contributions.

Pictured: Greg Byrnes

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