Talk About Taking the High Road

This goes against all the radio rules that I have ever been taught, and high on that list is never promote your direct competitor!

But here is a morning show that is clearly not following the rules. Firstly, a little context:  A highly rated morning show in Sydney Australia that has been #1 for 52 consecutive ratings ­surveys, by the name of Kyle & Jackie O left one station (2Day FM)  late last year, because they were offered a huge amount of money to move across the street to a rival station (Mix 106.5). This station not only lured away the #1 morning show, they also changed the name of the station and re-launched as KIIS 106.5. The new morning show launched on KIIS on January 20th.

Kyle & JackieOKyle (Sandilands) is very good at self promotion, and of course the newspapers gave him lots of ink leading up to the launch so he could dish the dirt on his old station which you can read about here

Meanwhile, the new morning crew over on 2 Day FM – Jules, Merrick and Sophie (with Mel B) – launched a week earlier (January 13) and clearly they have some pretty big shoes to fill. This week they surprised many by posting the following message on the 2Day Facebook page, “We understand some of you miss Kyle & Jackie O…You can find them here: http://on.fb.me/1dqamw7

#2DayFMBreakfast

Photo: We understand some of you miss Kyle & Jackie O…</p><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /> <p>You can find them here: http://on.fb.me/1dqamw7</p><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /> <p>#2DayFMBreakfast

The audience reaction has been positive, with nearly over 1,200 likes to the message within a few hours of it going up.

Jessica Micallef Very professional and kind of you guys. Thanks 2dayfm!
Lisa Thompson You should be commended for trying to make a positive culture and community. Well done. You are showing that k&j are friendly competition. No rivalry needed between friends and fans.
Pamela Filsell Wow what a gesture in a competitive ratings market well done guys hold your heads up high let the good times roll ps I luv luv luv MEL
Lauren Dimmock Loving the new breakfast show guys! Haven’t had 2day fm on the pre set for years but back on there now. Just keep doing what your doing by not fighting back and your new listeners will keep on loving the new station
Kim Hite Schad You got my”Like” with this class move… Shouldn’t be too hard to stay above the fray, and top of the ratings, with this refreshing approach! The very best to you ALL! So the radio wars as hot as ever in Sydney and we will know soon enough who emerges as the winner.

What do you think about the wisdom of promoting the whereabouts of such a dominant morning show? Perhaps the new 2-Day morning show were sick of getting so many phone calls asking where Kyle & Jackie O had gone. Let me know your thoughts by posting a comment below.