Magic 1278 551289 224991299 2008-07-11T10:19:33Z 122.107.140.72 /* History */ {{Radio station | image = [[Image:Magic1278.png|150px]] | name = 3EE | slogan = ''The Best Songs Of All Time''| airdate = [[September 8]] [[1935]] (as 3XY)<br>[[July 2]] [[1992]] (as 3EE) | frequency = 1420 [[kHz]] [[AM broadcasting|AM]] (1935-1978)<br>1422 [[kHz]] [[AM broadcasting|AM]] (1978-1991)<br>693 [[kHz]] [[AM broadcasting|AM]] (1992-2006)<br>1278 [[kHz]] [[AM broadcasting|AM]] (2006-) | area = [[Melbourne]] | format = Easy Listening | owner = [[Fairfax Media]] | }} '''Magic 1278''' (call sign: '''3EE''') is a radio station operating in [[Melbourne]], [[Australia]]. ==History== The station commenced broadcasting in [[1992]], but was derived from legendary radio station [[3XY]] which began transmission in [[1935]]. 3XY was [[Melbourne]]'s dominant [[music radio]] station during the [[1970s]] and early [[1980s]] with a [[Top 40]] [[music radio]] format, but its fortunes declined in the late [[1980s]] with the advent of [[FM]] radio in [[Australia]]. After losing the ratings and financial battle with FM rivals [[EON_FM|3EON]] and [[FOX_FM_(Melbourne)|3FOX]], the 3XY licence was bought by Sydney-based [[AWA Limited]] who also owned [[2CH]] in [[Sydney]]. AWA shut down 3XY almost immediately upon their purchase of the licence from a [[Geelong]]-based [[consortium]]. The shutdown occurred at 12 midday on 23 September [[1991]] .3XY's final on air program was a one hour tribute special produced by Glenn A Baker. Although it was a relaunch of the 3XY licence that had existed since 1935 and not the issuing of a new one, AWA chose to promote the forthcoming 3EE as a "completely new" station. 3EE began official transmission at 7.00am Friday 2 July [[1992]]. Promoted as ''The Breeze'', the station had a mix of talk based programming and easy listening music, but fared poorly in the ratings, which led one writer on Melbourne radio to famously comment ''That Breeze must have smelt a bit!''. In fact, 3EE did not rate higher than 1.2% in the radio ratings. AWA, faced with a loss making station, offsold 3EE to another Melbourne station, 3MP, based in Frankston, an outer Eastern suburb. 3MP and 3EE simulcast until the ABA ordered that they cease the practice and recommence two separate formats. 3EE then became known as ''Magic 693'' with a 40s, 50s and 60s music format, while 3MP maintained its more mainstream 'easy listening' format on 1377. Media operator [[Southern Cross Broadcasting]] who also owned Melbourne radio stations [[3AK]] and [[3AW]], bought the [[3MP]] and 3EE licences and in accordance with media ownership laws, chose to keep 3AW and 3EE (''Magic 693'') and sell off the lower rating 3AK and 3MP licences. Meanwhile, there is still a station named 3XY broadcasting on the 1422 frequency - however, it's a [[narrowcast]] [[Greek language]] non-commercial station with no tie to the commercial station of 1935-1991. The present-day station's licence was purchased at auction in 1994 by the Greek Media Group. Initially the licence was for a specified period of three years, and was then to subject to a five yearly auction cycle. This rule was removed, and the current 3XY was effectively permitted to continue on a permanent basis. From May 1 2006, Magic 693 became Magic 1278 after switching frequencies with 3AW. ==On air staff== '''Weekdays''' {| border="1" cellpadding="4" cellspacing="0" style="text-align:center; font-size:90%; border-collapse:collapse;" |- style="background:#C1D8FF;" !Show !Show Name !DJ/s !Time |- style="background:#F5FAFF;" |Breakfast |Breakfast with Andrew Mclaren & Ann Gilding |Andrew Mclaren, Ann Gilding |5:30am to 9:00am |- style="background:#F5FAFF;" |Mornings/Early Afternoons |N/A |Ward Everaardt |9:00am to 2:00pm |- style="background:#F5FAFF;" |Afternoons/ Drive |N/A |Ric Ditchburn |2:00pm to 7:00pm |- style="background:#F5FAFF;" |Evenings |Classic Top 40 |Peter Van |7:00pm to 10:00pm |- style="background:#F5FAFF;" |Evenings |Late Night Lounge |Ward Everaardt |10:00pm to 11:59pm |- style="background:#F5FAFF;" |Overnight |N/A |Peter Van |12:00am to 5:30am |} '''Saturday''' {| border="1" cellpadding="4" cellspacing="0" style="text-align:center; font-size:90%; border-collapse:collapse;" |- style="background:#C1D8FF;" !Show !Show Name !DJ/s !Time |- style="background:#F5FAFF;" |Early Mornings |N/A |Peter Van |12:00am to 6:00am |- style="background:#F5FAFF;" |Mornings |N/A |Ward Everaardt |6:00am to 12:oopm |- style="background:#F5FAFF;" |Afternoons |N/A |Ric Ditchburn |12:00pm to 6:00pm |- style="background:#F5FAFF;" |Evenings |Party Time |Andrew Mclaren |6:00pm to 12:00am |} '''Sunday''' {| border="1" cellpadding="4" cellspacing="0" style="text-align:center; font-size:90%; border-collapse:collapse;" |- style="background:#C1D8FF;" !Show !Show Name !DJ/s !Time |- style="background:#F5FAFF;" |Early Mornings |N/A |Ann Gilding |12:00am to 6:00am |- style="background:#F5FAFF;" |Mornings |N/A | Peter Van |6:00am to 12:oopm |- style="background:#F5FAFF;" |Afternoons |N/A |Peter O'Callaghan |12:00pm to 6:00pm |- style="background:#F5FAFF;" |Early Evenings |N/A |Bill Howie |6:00pm to 8:00pm |- style="background:#F5FAFF;" |Later Evenings |N/A |Peter Van |8:00pm to 10:00pm |- style="background:#F5FAFF;" |Late Evenings |N/A |Ward Everaatdt |10:00pm to 12:00am |} ==Logos== '''3EE''' has used numerous logos throughout its history. {| border="0" cellpadding="2" cellspacing="1" style="border:1px solid #aaa" |- align=center !height="150px" bgcolor="#F9F9F9" | [[Image:Eelogo.gif|130px]] !height="150px" bgcolor="#F9F9F9" | [[Image:Magic693.svg|120px]] !height="150px" bgcolor="#F9F9F9" | [[Image:Magic1278.svg|120px]] !height="150px" bgcolor="#F9F9F9" | [[Image:Magic1278.png|120px]] |- !width="150px" colspan="1" bgcolor="#CCCCCC" | 1992 !width="150px" colspan="1" bgcolor="#CCCCCC" | 2005 - 2006 !width="150px" colspan="1" bgcolor="#CCCCCC" | 2006 - 2008 !width="150px" colspan="1" bgcolor="#CCCCCC" | 2008 - Present |} ==See also== * [[List of Australian radio stations]] ==External links== * [http://www.mytalk.com.au/Stations/Music/Magic1278/Pages/default.aspx Official site] * [http://samuelgordonstewart.com/2006/05/the-3awmagic-changeover Magic 693/3AW Change-over] {{Fairfax Media}} {{Melbourne AM}} [[Category:Radio stations in Melbourne]] [[Category:Radio stations in Victoria]] [[Category:Radio stations established in 1935]]