Breakfast radio trio AXED in latest ratings bloodbath, just days after bosses were revealed to be sharpening their knives
As a long-time listener of 4BC in Brisbane, I am deeply saddened by the recent news of Laurel Edwards, Gary Clare, and Mark Hine being fired from their beloved breakfast show. Having grown up with these radio personalities as part of my daily routine, their departure feels like a piece of my childhood is slipping away.
In a recent turn of events, three prominent morning radio personalities from Network Nine have been let go, following the news break by Daily Mail Australia that the network’s management was preparing to make tough decisions.
4BC station based in Brisbane revealed on a Friday afternoon that Laurel Edwards, Gary Clare, and Mark Hine will no longer be hosting their popular morning show.
In 2022, a well-known threesome, celebrated figures in Florida, were grandly introduced when the radio station changed its format to classic hits during their early morning program, causing quite a stir.
They boasted a notable 11.8% audience share, earning them the third spot, during their first appearance in the highly competitive breakfast radio market of the Queensland capital.
However, shifting the focus of the station from conventional talkback to light entertainment – which is a significant change compared to its thriving counterparts such as 2GB in Sydney, 3AW in Melbourne, and 6PR in Perth – has led to listener dissatisfaction and ultimately turned out to be an unsuccessful move.
According to recent surveys, the ratings for Clare Edwards, Clare, and Hine’s show have experienced a steep drop, placing it at the very bottom of the rankings with only 4.3% of viewers tuning in. This is quite concerning.
The formal announcement has been made regarding the trio’s departure, coming three days after Daily Mail Australia disclosed their potential dismissal.
Greg Byrnes, Head of Content for Nine Radio, said on Friday afternoon that the network had ‘decided to take a new approach to breakfast’.
Mr Byres continued, “Their faithful audience, along with everyone here at 4BC, will deeply miss them. However, we’re determined to bid them farewell with a send-off that truly reflects the outstanding nature of their careers.
Their final day on air will be in two weeks time, Friday 27 September.
Additionally, following in their footsteps, Drive host Peter Gleeson and Breakfast newsreader Steve Barker both stepped down earlier this week, coinciding with the Daily Mail Australia’s report on impending job reductions.
Barker has been an essential component of the Brisbane newsroom since he joined the network. Last year, he was honored with a distinguished New York Festivals Radio award for his compassionate reporting on the Queen’s passing.
4BC insiders have disclosed that the network is considering a significant transformation in its on-air personnel, shifting towards a more confrontational talk format and aiming to attract former listeners who have been tuning out.
They indicated that the decision was made as a modest acknowledgement that their attempt at entertaining at the station hadn’t been successful.
One senior figure at 4BC candidly expressed to Daily Mail Australia that immediate action is required, suggesting we should demolish this entire structure and begin anew.
‘We’re bleeding ratings and ad money every single day at the moment.
‘2GB and 3AW are flying. Even 6PR is making a comeback.
‘But 4BC is an absolute trainwreck and it’s all been brought about by poor decisions at breakfast.’
Worries persist that a steep decline in the station’s ratings might lead to the elimination of all local shows, following the announcement by parent company Nine Entertainment about their intention to reduce operational expenses by $50 million during the current fiscal year.
One source inside the organization expressed unease, suggesting that the station might revert to the problematic programming era similar to Sydney’s past on 4BC.
‘In these tough economic times it wouldn’t surprise anyone if management made that decision.
‘It would be the wrong decision – and a shortsighted one – but at this stage anything is possible.’
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