|Slogan||The Widest Variety from 2K to Today|
|Frequency||1180 kHz AM (1927-1935)
1030 kHz AM (1935-1978)
1026 kHz AM (1978-1990)
101.1 MHz FM (1990-)
|First air date||27 February 1927 (as 3DB)
2 April 1988 (as 3TT)
24 June 1990 (as 3TTT)
|Format||Hot Adult Contemporary|
|Former callsigns||3DB, 3TT|
|Owner||Australian Radio Mix Network|
|This article needs additional citations for verification. (March 2010)|
Mix 101.1 (call sign: 3TTT) is a radio station broadcasting in Melbourne, Australia. Its target demographic is the under 25-54 yr old age group. Mix 101.1 is part of the Australian Radio Mix Network and broadcasts on the 101.1 MHz frequency. The station was formerly known as 3DB, broadcasting on 1026 kHz AM, before converting to FM in 1990.
Mix 101.1 plays the widest variety from the Y2K to today, primarily targeted at the 15-40 age group, the group most valued by advertisers. Melbourne's Mix 101.1 is part of the Mix Network with sister stations in other major Australian cities - Mix 106.5 Sydney, 97.3 FM Brisbane, Mix 102.3 Adelaide and Mix 106.3 Canberra.
3DB was awarded its broadcast licence in 1925 but did not make its debut on-air until 27 February 1927 in a fairly low key manner. The station was originally owned by Druleigh Business College, hence the callsign "DB". The original studios were located in Capital House, Swanston Street, Melbourne.
From 1929 until 1987 3DB was owned and operated by The Herald and Weekly Times Ltd, owners of The Herald and The Sun News-Pictorial newspapers. (Note: the modern Herald Sun was two separate papers at the time.)
In 1942, Sir Keith Murdoch as Managing Director and Editor of The Herald agreed that The Herald and Radio station 3DB should broadcast an all day appeal on Good Friday.
3DB was one of the first Melbourne radio stations to initiate talkback programs in the late 1960s. Coverage of horse racing was shared in Melbourne between 3DB (Eric Welch), 3AW (Fred Tupper), 3XY (Harry Solomons), 3UZ (Bert Bryant) and The ABC (Jim Carrol and later Joe Brown). In 1983, 3UZ revamped its program lineup and cancelled all horse racing coverage, leaving 3DB as the sole outlet for racing on Melbourne radio. By 1987, the Victorian Racing industry had purchased 3UZ and hence took back exclusive rights to horse racing coverage effective from February 1988.
The Albert Family purchased 3DB in 1988 and changed the call letters to 3TT. The station converted to FM two years later and became 101.1 TT-FM (with official callsign 3TTT).
The station changed its on-air name to Mix 101.1 in 2001 after joining the MIX network.
3DB's old AM frequency of 1026 AM is now occupied by ABC NewsRadio.
In December 1988, 3TT moved from the old 3DB premises in the basement of the Herald and Weekly Times building at 44-74 Flinders Street, to new state-of-the-art studios in Queensbridge Street, South Melbourne. The station is now located in the inner suburb of Richmond in the Pelaco Sign building, sharing facilities with sister station Gold 104 FM.
- Australian TV - The First 25 Years by Peter Bielby, page 173. ISBN 0-17-005998-7
- MIX 101.1 Website: http://www.mix1011.com.au