Pete and miffed

Pete and Myf are be­ing taken off the break­fast menu, writes Me­gan Miller

Herald Sun - Switched On - - Guide -

TRIPLE M’S de­ci­sion to axe high-pro­file stars Myf Warhurst and Pete Hel­liar has forced par­ent com­pany Aus­tereo to re­view the sta­tion’s phi­los­o­phy.

As Triple M strug­gles in the rat­ings, sis­ter sta­tion Fox FM con­tin­ues to per­form strongly, leav­ing Aus­tereo with the predica­ment of hav­ing to in­ject life into an ail­ing net­work without hav­ing an im­pact on its pow­er­house per­former.

Warhurst and Hel­liar sign off on July 31, a month af­ter their 18-month-old show recorded its low­est rat­ings ever.

It ba­si­cally lost a quar­ter of its au­di­ence in the last sur­vey, fall­ing from 4.2 per cent to 3.2 per cent.

Why two of the coun­try’s top names in en­ter­tain­ment have not res­onated on ra­dio has puz­zled many ob­servers.

Guy Dob­son, Aus­tereo na­tional head of con­tent, says the show failed not through an ab­sence of hard work, tal­ent or mar­ket­ing, but rather its lack of a point of dif­fer­ence. He ad­mit­ted it was partly a vic­tim of Jo Stan­ley and Matt Tilley’s top-rat­ing Fox show, a ri­val broad­cast un­der the same roof.

‘‘It was one of those things, that did Mel­bourne want just an­other Kate and Hugh­esy, Matt and Jo-style show,’’ Dob­son says. ‘‘We need to start looking for that great unique Triple M con­tent that’s go­ing to be dif­fer­ent to any­thing else on the FM band as op­posed to a clone of three or four other shows. ‘‘That’s the big thing for us.’’ The tur­moil hasn’t been con­fined to Mel­bourne. Triple M’s Syd­ney break­fast hosts Ugly Phil O’Neil and Sami Lukis were axed last month while they were on hol­i­days af­ter strug­gling in the rat­ings. It’s re­view time, Dob­son says. ‘‘For Triple M, it’s about stand­ing on its own two feet th­ese days and find­ing a plat­form where it can proudly say ‘We’re Triple M, we sit here, th­ese are our ad­ver­tis­ers, don’t touch them, th­ese are our lis­ten­ers, don’t touch them, and the rest of you guys go and play your game over there’.’’

Break­fast’s off: Myf Warhurst and Pete Hel­liar have been axed by Triple M, with Guy Dob­son (be­low) say­ing they were partly a vic­tim of Fox FM’s suc­cess.

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