Movies

Kyle Sandilands Admits Fault in Melbourne Radio Flop

BBG News

Kyle Sandilands acknowledges that the lack of success of The Kyle & Jackie O Show when it launched in Melbourne last year is his responsibility.

53-year-old radio personality admitted that he might have been overly aggressive when he first ventured into the Victorian market, according to Herald Sun, as he spoke to locals at St Kilda Beach on Friday during the KIIS FM $5million giveaway event.

Approaching the one-year mark, the well-known Sydney morning radio program still holds just a 5.1% share in the Melbourne breakfast radio market. In an effort to attract more listeners this year, Kyle has been required to moderate the explicit content of his show.

In simpler terms, he acknowledged that they might have overstepped boundaries, and it seems like he took responsibility for this, as he had disagreed with the suggestion to proceed cautiously when they visited Melbourne, despite management advising a gradual approach.

“Upon Jackie’s return from rehabilitation, she sported cigarettes in her mouth and wore leather pants, and it seemed the car lacked its parking brake, so I took a risk by going beyond the usual bounds.

He continued by stating: ‘Our collaboration with management is quite effective. When they requested a discussion regarding the content, I agreed, saying, “Indeed, you might be correct. Let’s adjust slightly then.”‘

It appears that reducing explicit content to cater to Melbourne audiences paid off slightly, as Kyle and his co-host Jackie O’ Henderson managed to secure a modest victory in the initial survey conducted in January 2025.

The program on KIIS FM saw a 0.1 percent rise in its market share in Melbourne, as it maintains its competitive ratings battle with former KIIS FM personalities Jason ‘Jase’ Hawkins and Lauren Phillips.

Originally, Jase (aged 42) and Lauren had been running the morning show on KIIS FM in Melbourne. However, they were let go by the network to accommodate the growth of The Kyle & Jackie O Show, which was expanding to Melbourne with a budget of one million dollars.

Previously, Kyle didn’t express any regret regarding the planned move in April 2024. He mentioned that the station had provided a strong performance for Jase and Lauren, but they seemed unable to accept being fourth in radio ratings, so we will make the best of the situation.

As a devoted admirer, I must admit that Kyle and Jackie, both in their fifties, have found it challenging to keep their promise of improving ratings over the last year. Yet, the upcoming year, 2025, seems promising as a potential leap for this dynamic duo to gain ground in the rankings.

In my line of work as a lifestyle expert, I’ve been keeping an eye on the breakfast show scene, and it seems that the competitors who present Jase & Lauren on Nova have experienced a slight dip, with a 1.4% decrease in one survey. As a result, they now hold a market share of 10.1%, causing their show to lose its number one spot.

During the period from January 19th to March 1st, Kyle and Jackie made steady progress, gradually narrowing the difference in their 5.1% share compared to their radio competitors.

Previously, Kyle and Jackie relocated their radio program to Melbourne as part of an expansive, multimillion-dollar business agreement.

The action led to the cancellation of Jase and Lauren’s own KIIS FM morning radio show, a decision that Kyle claimed not to care much about.

No, our feelings aren’t invested. That’s why we decided on Melbourne – we thought, ‘We’ve put in our best efforts with Jase and Lauren on KIIS FM, but they’re consistently ranking fourth in the radio ratings. So let’s move on.’ This was shared with news.com.au previously.

He explained that the reason for moving The Kyle & Jackie O Show to Melbourne was because the market there was struggling, and by broadcasting from there, they could potentially win back listeners.

Yet, Jackie opted for a distinct strategy, acknowledging her displeasure towards eliminating rivals but accepting it as an unavoidable aspect of the industry.

She stated, “Nobody enjoys displacing someone from their position. I certainly wouldn’t wish that upon myself. It’s a challenging situation, indeed.

Nevertheless, Kyle and Jackie found it challenging to hold their ground in the Melbourne radio market, even though they remained leading figures on the FM Breakfast show in Sydney.

This year, Kyle made a promise in November to tone down the explicit sexual content on his KIIS FM radio program to attract a wider range of listeners in Melbourne.

Read More

2025-04-12 12:04

Previous post Bob Mortimer’s Heartbreaking Admission About Death After Triple Bypass Surgery
Next post OMG! Vitalik Hates Fun?! 😱 (Pump.fun Drama)