It’s the end of another short-lived era in breakfast radio as Grant Denyer, Ed Kavalee and Ash London’s 2Day FM breakfast show has been axed.
And with the trio being replaced by an all-music show, there’s now somewhat of a reason to believe that money could’ve been behind the network’s decision to dump the loud personalities.
In an interview with Mumbrella, Head of the Hit Network, Gemma Fordham, addressed the financial costs of producing a successful breakfast radio show with entertaining on-air talent.
“In terms of costs, I don’t want to absolutely pinpoint here, but 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,” she told the online publication.
“And what I also know is that it’s extremely hard to monetise and make a high return on investment. The cost of those shows, versus your return, is significantly higher.”
The network hasn’t said a budget cut was behind their decision to give Grant, Ed and Ash the axe, but Fordham’s interview has got some thinking.
History of presenters
It has of course been five years since Kyle Sandilands and Jackie O ditched the station, which saw ratings on the network plummet, dragging them from the top rated national station to the bottom.
Merrick Watts, Jules Lund, Sophie Monk and Mel B were the first people to step into the ill-fated role, followed by Dan Debuf and Maz Compton, who then passed the baton to former Bachelorette Sam Frost and Rove McManus.
After they failed to build up the audience, Em Rusciano and Harley Breen were brought in, and later replaced by Grant, Ed and Ash.
Replaced by a music show
“Our promise to Sydney is an exciting and upbeat breakfast alternative for Sydneysiders on their morning commute where they can expect us to play just music for breakfast,” Fordham, said in an official statement on Thursday.
“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.
“Ash London will continue to host Ash London Live nationally from 6.30pm weeknights.
“Ed Kavalee will continue to fill in for Kate Langbroek, who is enjoying the European summer with her young family, with Hughesy from 4.30pm.
“Grant Denyer will continue making appearances around the Network. From Monday, 2Day’s Music for Breakfast will be played by Jamie Angel, who returns to the 2Day airwaves.”
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