Magic 1278
| Company type | Commercial radio broadcaster |
|---|---|
| Industry | Radio broadcasting |
| Predecessor | 3XY, 3EE |
| Founded | September 8, 1935 in Melbourne, Australia |
| Founder | Efftee Broadcasters Pty Ltd (division of Efftee Studios) |
| Fate | Rebranded multiple times; currently operating as Magic 1278 |
| Successor | Talking Lifestyle, Macquarie Sports Radio (former names) |
| Headquarters | Melbourne , Australia |
Area served | Melbourne and Brisbane, Australia |
| Products | Radio broadcasting (classic hits, talk, sports formats) |
| Owner | Nine Entertainment |
| Parent | Nine Entertainment |
Magic 1278 (callsign: 3EE) operates as a commercial radio broadcaster based in Melbourne, Australia. The station is owned by Nine Entertainment and its day-to-day operations are managed through a lease agreement with Ace Radio.
1935–1967 – Varied Broadcast Content
3XY commenced transmissions on 8 September 1935, initially licensed to the United Australia Party (which later evolved into the Liberal Party). The station’s programming was delivered by Efftee Broadcasters Pty Ltd, a division of Efftee Studios, founded by Frank Thring Sr., a trailblazer in Australian sound cinema. Following Thring Sr.’s passing in 1936, control of Efftee passed to his second wife, Olive. Station management was overseen by Tom Holt, father of future Prime Minister Harold Holt.
Originally transmitting from the Princess Theatre ballroom, 3XY relocated to custom-built studios in Carlton during the early 1960s. It provided diverse programming designed to attract a wide audience and promoted itself under the slogan The Quality Station. Despite being Melbourne’s last commercial station until 1976, it faced challenges in ratings due to entrenched listener preferences.
Noteworthy programs included children’s segments sponsored by Peters Ice Cream and live variety shows featuring performers such as Stella Lamond and Helen Reddy. Frank Thring Jr. launched his acting and radio career at 3XY in 1941, while Bert Newton began his extensive broadcasting journey there in the mid-1950s.
Revenue from advertising remained modest due to limited audience size but was supplemented by sponsored religious broadcasts and non-English content, predominantly Italian, adhering to regulations mandating English translations.
From 1936 onwards, 3XY pioneered live coverage of Victorian Football Association matches and subsequently Victorian Football League games. The station also broadcast thoroughbred racing on Saturdays and harness racing during weeknights.
Before 1967, numerous announcers who later achieved prominence worked at 3XY, including Frank Avis, Laurie Bennett, Graham Berry, John Boland, Mary Hardy, Bert Newton, Eric Pearce, Stan Rofe, Bob Rogers, Bruce Mansfield, and Mike Walsh among others.
Between 1954 and 1962, 3XY was unique in Victoria as the sole full-time broadcaster operating around the clock. While other stations obtained licenses for overnight transmission starting in 1954, only 3XY consistently maintained continuous overnight broadcasts during this era.
A comprehensive account of early 3XY history is presented in Peter Fitzpatrick’s book The Two Frank Thrings (2012).
1967–1989 – Leading Pop Music Broadcaster in Melbourne
Starting 1 July 1967 under General Manager Bob Baeck’s leadership, the station emerged as Melbourne’s premier music radio outlet adopting a Top 40 format. It frequently topped ratings through to the mid-1980s. Its counterpart station was Sydney's 2SM. Among its notable promotions was the annual Rocktober event held every October.
Under Program Manager Dick Heming in the late 1960s, all religious programming was discontinued. During the early 1970s with Rod Muir at the helm, 3XY engaged in intense competition for dominance of the Top 40 segment against Rhett Walker’s 3AK, ultimately prevailing as 3AK swiftly changed formats. However, with the advent of FM radio in Australia during the late 1980s, 3XY experienced a decline in audience share.
Prominent DJs such as Barry Bissell, Jack Daniels, Greg Evans, Peter Grace, John Hood, Kevin Hillier, Stan Rofe, Lee Simon, Richard Stubbs and others played key roles in maintaining the station’s market strength.
Besides its Top 40 focus, during the early 1970s the station experimented with a personality format featuring Bert Newton on breakfast shows and Graham Kennedy broadcasting remotely from his home studio in Frankston. In the late 1970s programming also included current affairs segments hosted by Derryn Hinch.
The station retained close associations with the Liberal Party. Stanley Guilfoyle—spouse of Liberal Senator Margaret Guilfoyle—served as manager during the late 1970s and into the 1980s. Former Liberal senator Magnus Cormack chaired the company after retiring from political life in 1978. Company articles mandated that proceeds from any sale be directed to institutions aligned with its founding objectives. In 1986 businessman Paul Dainty acquired the radio licence for $15 million; these funds were used to establish the Cormack Foundation which became a major supporter of Victorian Liberal causes.
1989–1991 – The brief cessation of the 3XY callsign
Facing declining audience numbers and revenue losses to FM competitors Eon FM and Fox FM, the 3XY licence was purchased in late 1989 by the parent company of Bay FM, a new station based in Geelong preparing to launch. When Bay FM commenced broadcasting in December 1989, 3XY aired Bay FM's overnight content simultaneously while continuing its daytime rock music programming. After the completion of new studios at Corio Bay, both stations fully simulcasted, with 3XY only interrupting this to provide contracted coverage of Australian Football League (AFL) matches.
Following a year of simulcasting, the Australian Broadcasting Authority mandated distinct programming for each station. Consequently, Bay FM adopted an easy listening format, whereas 3XY maintained its soft rock orientation. In 1991, ownership of 3XY transferred to AWA, proprietors of Sydney's 2CH and other outlets, who ceased operations temporarily before relaunching the station seven months later under the callsign 3EE.
At precisely 1:00 pm on 23 September 1991, the 3XY transmitter was switched off. The station’s final broadcast was a one-hour pre-recorded retrospective created by music historian Glenn A Baker, spotlighting the year 1976 when 3XY led ratings. Roxanne Bennett served as the last live host, concluding her noon shift with Spectrum's I'll Be Gone. The ultimate track played on 3XY was AC/DC's It's a Long Way to the Top (If You Wanna Rock 'n' Roll).
AWA sought approval from the Australian Broadcasting Authority to change the callsign from 3XY to 3EE and shift frequency from 1422 kHz to 693 kHz; both requests received authorization. Although this represented a relaunch under the existing licence, AWA promoted 3EE as an entirely "new" station.
In 1994, the Greek Media Group acquired the licence for 1422 kHz through auction. Initially granted for three years with subsequent five-year renewal auctions, this requirement was eventually removed, enabling permanent operation. This narrowcast Greek-language commercial outlet adopted the 3XY callsign but holds no affiliation with the original station that operated from 1935 to 1991.
1992–1993: 3EE
Broadcasting began at 7:00 am on 2 July 1992 under the name The Breeze. The station featured easy listening music alongside personality-driven talk segments and Saturday AFL coverage. Despite cultivating a modest loyal audience within its target demographic aged over 40, it failed to develop a commercially sustainable listener base. AWA intended a three-year development plan but withdrew from commercial radio in 1993 to concentrate on electronics design and manufacturing. Subsequently, AWA sold 3EE to Wesgo, owners of Melbourne’s 3MP in Frankston. In 1994, AWA also divested Sydney’s sister station 2CH, ending its seven-decade presence in radio broadcasting.
Magic 693
Initially, programs on 3MP and 3EE were simulcast until the Australian Broadcasting Authority required separate formats. Starting December 1993, the station formerly known as 3EE rebranded as Magic 693, focusing on music from the 1940s through the 1960s, while 3MP maintained a mainstream easy listening format on frequency 1377.
Ownership of both licences passed to Southern Cross Broadcasting, which controlled several stations including 3AK and 3AW. Due to regulations capping media ownership at two stations per market, Southern Cross retained control of both 3AW and Magic 693 (formerly 3EE), while divesting lower-rating stations 3AK and 3MP.
Magic 1278
On 1 May 2006, Magic 693 changed to Magic 1278 after exchanging frequencies with 3AW—a transition suggested by 3AW presenter Keith McGowan—to align Melbourne’s three primary talk radio stations consecutively on the AM band.
After the April 2015 merger between Fairfax Media's radio division and the Macquarie Radio Network, Magic 1278 underwent significant staffing reductions, with the entire on-air team and most production personnel being let go. The station then adopted a classic hits playlist, emphasizing music from the 1960s and 1970s. By November 2015, Magic extended its programming to Brisbane through its sister station Magic 882. The station’s final track before format changes was Thank You for the Music by ABBA.
2017–2018: Talking Lifestyle
On 27 February 2017, Macquarie Radio Network relaunched 3EE as Talking Lifestyle, broadening its reach into Melbourne and Brisbane following an 18-month development period and an initial soft launch on Sydney’s 2UE in September 2016. Brisbane’s affiliate was 4BH.
Broadcasts originated from studios in Sydney or Melbourne, featuring presenters such as Ed Phillips, Catriona Rowntree, Nick Bennett, Dee Dee Dunleavy, and Sabina Read.
2018–2020: Macquarie Sports Radio
Starting 4 April 2018, the trio of Talking Lifestyle stations transitioned to a sports-focused format under the name Macquarie Sports Radio, timed to coincide with coverage of the 2018 Commonwealth Games. Programming included live broadcasts of Melbourne Storm games and interstate NRL matches via the Continuous Call Team.
2020–2021: Magic 1278 (second incarnation)
On 21 January 2020, Nine Entertainment announced it would cease operations of Macquarie Sports Radio. Subsequently, this station along with sister outlets 2UE and 4BH reverted to a music format highlighting top hits from the '50s, '60s, and '70s, officially relaunching with a soft start on 2 February 2020.
Nine Radio leases Magic 1278 to Ace Radio
On 28 October 2021, Nine Radio entered into an agreement with Ace Radio for Ace to assume management of Magic 1278 alongside sister stations 2UE and 4BH beginning early in 2022. Ace took operational control on 14 January 2022, unveiling the station with refreshed presenters, new branding, and updated imaging.