Kyle & Jackie O's $5m Dawn Dig promises a strategic boost for Melbourne
This event marks the duo's first outside broadcast in Melbourne since expanding into the southern state.
The Kyle & Jackie O Show is launching its $5 Million Dawn Dig competition - a high-stakes promotion featuring a $5 million jackpot hidden in one of 200 cash-filled bags. This initiative comes as the duo confront ongoing rating challenges in Melbourne, with the contest designed to reinvigorate local listenership.
From today, listeners can tune in daily for a chance to secure an entry. The promotion is aimed at sparking buzz in the Melbourne market - with the pair struggling to find an audience since launching last year.
Despite their prominence in Sydney, the duo has experienced inconsistent ratings locally, ending 2024 in sixth place with a 5% share.
The event will culminate on Friday, April 11, with a live broadcast from Melbourne's St Kilda West Beach, where one lucky entrant will unearth the ultimate prize. This event marks the duo's first outside broadcast in Melbourne since expanding into the southern state.
On the announcement, Jackie 'O' Henderson said: "We're going back to where it all started, digging for cash. We've had success with digging. But this time, it's not a million dollars. That's small fry. You need a big chunk of cash like $5 million!"
Meanwhile, Kyle Sandilands added: "We thought we should make it $2 million, but you've got nothing left if you buy a house. We thought we'd make it $3 million, but we've never liked the number three. $4 million sounds like a better number, and then we thought that we should make it $5 million buried on the beach."
The Kyle & Jackie O Show airs from 6am Monday on KIIS 1065 in Sydney, KIIS 101.1 in Melbourne or you can listen on the free iHeart app.
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Pictured: Kyle and Jackie O
