3MP
| Company type | Commercial radio broadcaster |
|---|---|
| Industry | Radio broadcasting |
| Founded | July 22, 1976 in Melbourne, Australia |
| Headquarters | Rowville , Australia |
Area served | Melbourne, Australia |
| Products | Radio broadcasting (easy listening format) |
| Owner | Ace Radio |
3MP operates as a commercial radio broadcaster based in Rowville and holds a license for Melbourne, Australia. Managed by Ace Radio from studios located in South Melbourne, the station features an easy listening format available on 1377 AM and via DAB+ digital radio platforms.
Foundation and Initial Phase
The station commenced broadcasting on 22 July 1976, operating out of studios situated in the Bayside Shopping Centre, Frankston. Originally transmitting on 1380 kHz AM through a transmitter at Rowville, it was recognized as Melbourne's seventh commercial radio outlet and marked the first new commercial license granted since the launch of 3XY in 1935.
Ownership initially rested with a group of entrepreneurs and media professionals. The programming adopted an adult contemporary style, combining timeless hits with current top 40 tracks, aiming to attract an older audience than the market-leading 3XY. This approach was crafted under the leadership of the inaugural General Manager, Ray Bean, alongside Operations Manager Geoff Brown.
The station's first announcer was John Burgess, supported by presenters such as future Today weather presenter Brian Bury and ex-3LO broadcaster Richard Coombe. The opening track aired was "Howzat" by the band Sherbet.
Following the Australian adoption of the Geneva Frequency Plan in 1978, 3MP adjusted its broadcast frequency from 1380 to 1377 kHz.
Ownership under AWA
Although initial regulations limited shareholding, AWA acquired full ownership of 3MP in 1980. By January 1986, the station transitioned from its adult contemporary roots to an easy listening format, filling a niche vacated by competitor 3AK and subsequently increasing its audience share. In October 1987, AWA divested its radio properties, including 3MP, selling them to Wesgo for $40 million.
Period under Wesgo
In 1993, Wesgo purchased rival station 3EE and implemented a simulcast of 3MP’s programming. However, after objections from competitors such as Triple M and Gold FM, the Australian Broadcasting Authority prohibited this simulcast arrangement. Consequently, Wesgo introduced Magic 693 in 1994, an oldies-format station featuring weekend AFL broadcasts that enhanced ratings but impacted 3MP’s listenership.
Southern Cross Broadcasting acquired these stations in 1995, integrating their operations with other assets like 3AW and 3AK. Due to regulatory obligations, Southern Cross was compelled to sell certain stations including 3MP. By 1996, ownership transferred to Goulburn Valley Broadcasters and later moved to Data and Commerce Limited in 2001, which also owned 3AK. The following year, in 2002, 3MP relocated its studios from Frankston to Richmond to co-locate with 3AK facilities.
MTR and MyMP Developments
In December 2009, Pacific Star Network formed a partnership with Macquarie Radio Network—the operator of Sydney’s talkback station 2GB—to provide radio content within Melbourne. This collaboration resulted in the launch of MTR 1377 in April 2010, replacing existing 3MP programming on the 1377 AM frequency.
Meanwhile, the easy listening format persisted digitally under the MyMP brand on DAB+, initially without live presenters. Announcer presence resumed in May 2011 with personalities including Mark Johnson and Eddie Olek joining the lineup. In October that year, the Australian Communications & Media Authority intervened to close down an unauthorized pirate station that was retransmitting MyMP content on AM frequencies.
By March 2012, the MTR joint venture entered administration and halted transmission on March 2. Subsequently, MyMP programming returned to broadcasting on the original 1377 AM channel.
Return to AM
In April 2012, MyMP's transmission power was enhanced to boost reception across northern and western Melbourne, fulfilling a request initially made during the MTR period. That same year, the station launched weekend lifestyle shows such as My Fishing and My Wine & Food, while Glenn Ridge began hosting the weekday morning program titled My Melbourne.
By 2015, the station underwent a rebranding to 3MP, adopting the slogan "Melbourne's greatest hits from the 60s, 70s & 80s." In July, its news service merged with that of sister station 1116 SEN, which led to the replacement of its previous news content with Macquarie National News.
On 24 October 2016, the station was relaunched under the name Classic Rock Radio.
SEN+ and SEN Track
On 13 August 2018, Classic Rock Radio was succeeded by SEN+, an extension of 1116 SEN. SEN+ carried much of SEN's soccer broadcasts along with expanded coverage of cricket and racing, while also simulcasting the primary SEN channel. On 27 March 2020, SEN+ transitioned into SEN Track, concentrating solely on horse and greyhound racing events.
The licence for 3MP was acquired by ACE Radio on 5 June 2020.
Ace Radio era
ACE Radio revived the station as 3MP on 3 July 2020, reinstating its easy listening music format.
Notable presenters
- Former