Magic 1278

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3EE
Broadcast area	Melbourne
Slogan	The Best Songs Of All Time
Frequency	1420 kHz AM (1935-1978) 1422 kHz AM (1978-1991) 693 kHz AM (1992-2006) 1278 kHz AM (2006-)
First air date	September 8, 1935 (as 3XY) July 2, 1992 (as 3EE)
Format	Easy Listening
Owner	Fairfax Media

Magic 1278 (call sign: 3EE) is a radio station operating in Melbourne, Australia.

[edit] 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 3EON and 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.

[edit] On air staff

Weekdays

Saturday

Sunday

[edit] Logos

3EE has used numerous logos throughout its history.

1992	2005 - 2006	2006 - 2008	2008 - Present

[edit] See also

• List of Australian radio stations

[edit] External links

• Official site
• Magic 693/3AW Change-over