3MP

3MP

City of license	Melbourne
Branding	3MP MyMP
Slogan	My Melbourne, My Music, My MP
Frequency	DAB+ (2009– )
First air date	21 July 1976
Format	Soft Adult Contemporary
Former frequencies	1380 kHz AM (1976–1978) 1377 kHz AM(1978–2010)
Owner	Pacific Star Network
Sister stations	SEN 1116, MTR 1377, Aussie

3MP began transmission 21 July 1976, as Melbourne's seventh commercial radio station and the first new commercial station in over 40 years. The original licencees included a consortium of businessmen and media identities.

Unlike other Melbourne radio stations that were based in the inner city areas, 3MP - as the callsign "MP", which stands for Mornington Peninsula, implies - was based in the south eastern suburb of Frankston, originally in the Bayside Shopping Centre. The station broadcast on 1380 kHz (changed to 1377 kHz in 1978) from the suburb of Rowville.

3MP's initial music format, developed by the station's first General Manager, Ray Bean, and Operations Manager, Geoff Brown, was a one-for-one mix of solid gold and current Top 40 strongly targeted at the 25-39 demographic, a less edgy version of the popular "More Music" 10-17 and 18-24 demographic format employed by #1 rated 3XY.

Although the original Articles of Association prohibited any one person from owning more than 5% of the shares in Mornington Peninsula Broadcasters Ltd, the station was sold outright to AWA in 1980.

In 1985, rival station 3AK suddenly dumped its Beautiful music format, despite strong ratings. The perception of management was that the format did not attract the sort of younger, more impulsive, listeners that had high disposable incomes so therefore were seen to not be attractive to advertisers.

3MP saw the gap in the market left by 3AK and within two weeks of 3AK's format change, 3MP had completely revamped its music library, on-air personnel and image to adopt an Easy listening format. 3MP went from being a modest rating station to become a strong competitor in the ratings even up against the almighty FM stations and dominant talkback station 3AW.

In 1993, 3MP's then owner Wesgo bought out rival station 3EE and began simulcasting the same program format on both frequencies. Upon instruction from the Australian Broadcasting Authority in 1994, Wesgo had to split the stations into separate formats. 3MP retained its existing Easy Listening format while 3EE was relaunched as Magic 693 with music from the 1940s, 1950s and 1960s and weekend AFL broadcasts. Magic 693's ratings went up and 3MP's gradually came down. Southern Cross Broadcasting ended up buying 3MP and 3EE from Wesgo. Southern Cross had also closed 3MP's newsroom and replaced its news bulletins with those provided by 3AW. They kept 3EE to complement their top rating talkback station 3AW, and 3MP was sold to Goulburn Valley Broadcasters.

In 2001, 3MP was transferred to Data and Commerce Limited who already owned 3AK. In 2002, 3MP relocated from its studios in Frankston to inner suburban Richmond where it would share facilities with 3AK.

The station often plays older songs from at least the 1960s to 1990s that fit its "easy listening" format. This even sometimes includes pop songs such as Maggie May.

The final 'on air' line up at 3MP as a music station (before changing to a talk format) was John Tamb - Breakfast (Shawn Cosgrove had previously done the breakfast shift, however had left the station a few weeks earlier), Peter O'Callaghan - Mornings, Mark Johnson or Mark Irvine - Afternoon / Drive and Eddie Olek - Evenings.

In February 2010 it was confirmed that Pacific Star, owners of 3MP had signed an agreement with Macquarie Radio Network and convert the station to Talkback, with the station being called Melbourne Talk Radio and launched at 6am on 19 April 2010. 3MP continues to broadcast as a digital service.

Announcers returned to My MP on DAB + on 13th May 2011, who include Mark Johnson, John Tamb and Eddie Olek.

External links

• MTR 1377 website