After 18 months of dismal ratings, 2Day FM finally pulled the plug on its Sydney breakfast show, Grant, Ed & Ash, this week.
And while many in the industry assumed the main reason for cancelling the program was its low audience, there may actually be another explanation.
2Day has scrapped the traditional breakfast show format in favour of a music-only show, and it’s possible they did so simply to save money.
The plot thickens: While many in the radio industry assumed the main reason for cancelling 2Day FM’s Grant, Ed & Ash was its low audience, there may actually be another explanation. Pictured (left to right): Ash London, Ed Kavalee and Grant Denyer
In a wide-ranging interview with Mumbrella, Hit Network boss Gemma Fordham hinted that 2Day FM went down the music-only route because it’s cheaper than hiring presenters and a staff of producers, bookers and journalists.
Speaking generally about the costs of producing a weekday breakfast radio show, Fordham said: ‘There are other shows that are on in Sydney that are probably costing I’d say five times more than our show, and I’d say some shows in Sydney would be costing 10 times more than our show every year.
‘And what I also know is that it’s extremely hard to monetise and make a high return on investment [with breakfast programs]. The cost of those shows, versus your return, is significantly higher.’
Cheaper alternative: 2Day has scrapped the traditional breakfast show format in favour of a music-only show, and it’s possible they did so simply to save money. Pictured: Grant Denyer
According to Mumbrella, Fordham acknowledged that it’s ‘no bad thing’ the new music-only show is significantly cheaper than a fully-fledged breakfast program.
Grant, Ed & Ash aired its last show on Friday morning, less than 24 hours after the Hit Network announced its cancellation.
2Day FM’s Music for Breakfast, hosted by Jamie Angel, is set to begin on Monday. The program will be three hours of music without call-ins, guests or segments.
The axing of Grant, Ed & Ash marked the sixth failed attempt by 2Day FM to launch a successful breakfast show following Kyle and Jackie O’s departure in 2014.
Cost-saving measure: In a wide-ranging interview with Mumbrella, Hit Network boss Gemma Fordham (pictured) hinted that 2Day FM went down the music-only route because it’s cheaper than hiring presenters and a staff of producers, bookers and journalists
In a statement on Thursday, Fordham said that Sydney listeners can expect an ‘exciting and upbeat breakfast alternative’ with the new music show.
She added: ‘And a huge thank you must go to our breakfast show team, Grant, Ed & Ash, for the past 18 months.
‘They are absolute professionals, have been a true delight to work with and have contributed to a culture of fun, community and inclusiveness we are proud of at 2Day.’
Failed experiment: The axing of Grant, Ed & Ash marked the sixth failed attempt by 2Day FM to launch a successful breakfast show following Kyle and Jackie O’s departure in 2014
Fordham added that Ash London will continue to host her weeknight show, Ash London Live.
Furthermore, Ed Kavalee will stay on as a regular fill-in for Kate Langbroek, and Grant Denyer will ‘make appearances’ on the network.
Previous hosts of the 2Day FM breakfast show include Rove McManus and Sam Frost in 2016, and Em Rusciano and Harley Breen in 2017.
Earlier attempts: Previous hosts of the 2Day FM breakfast show include Rove McManus and Sam Frost (pictured) in 2016, and Em Rusciano and Harley Breen in 2017