4XO

Infobox Radio Station


name = 4XO
airdate = 1971
area = Otago New Zealand
frequency = 97.4 FM 1206 AM
format = Adult Contemporary
owner = Canwest
slogan = "Otago's Music Choice 4XO"
callsign_meaning = 4XO|

Radio 4XO was a local radio station in Dunedin, New Zealand which began in October 1971 as one of the first privately-owned commercial radio stations in the country. The callsign/station identity 4XO was assigned because 4 meant the area south of Canterbury, the X meant private (not a government station) and O stood for the province Otago. The station was originally known as "Radio Otago 4XO" and was always involved in local events and was one of Dunedin's most well-known and popular stations. Music played was from the 1970s, 1980s, 1990s & today with all announcers and voice overs local.

Radio 4XO broadcast firstly on 1210 AM (shifting to 1206 AM in the early '80s) before adding a stereo broadcast on 97.4 FM in 1990. It broadcast throughout the 1970s and 1980s, mainly from studios in Radio House in Lower Stuart Street (central Dunedin). In the mid-90s the station moved to the seven storey Radio Otago House Building from which RadioWorks still operates its stations - including Radio Dunedin which remains live and local.

4XO could be heard throughout Otago. During the early '90s, 4XO broadcast a network show at night across other stations in the Radio Otago group, including Radio Central in Alexandra/Cromwell/Wanaka.

The station's final slogan was "Otago's Music Choice 4XO" & another voice over said "From Oamaru in the North, to Balclutha in the South, this is Otago's Music Choice". The station was closely involved with the website seenindunedin.co.nz which provided 4XO with a website page. However, it was publicly announced in November 2004 that RadioWorks was to rebrand 4XO and merge with the station 98 More FM to be known as Dunedin's 97.4 More FM.

During the mid-late '90s, 4XO became 4XO Gold, and reverted to playing a "Solid Gold" mix of music. For a number of years, 4XO struggled to maintain a stable, well-rating breakfast show.

Mark Bunting was brought in to turn the station around, and changed the station to a contemporary adult station, similar to 98 More FM - prior to Radio Otago being sold to RadioWorks. He left after about year, apparently frustrated with the management's decision to aim for an older audience to avoid direct competition.

Eventually, Damian Newell was brought in to host breakfast with Charlotte Butler - "Damian and the Butler"The breakfast show was renamed "The Blue & Gold Brekky Show" when Breffni O'Rourke joined as his co-host with Elvis the Pigeon. The final breakfast team before 4XO became 97.4 More FM was Damian Newell, Breffni O'Rourke and Grant McLean.

Frequencies

*97.4 FM Covered most of Otago (Official Frequency). This frequency now broadcasts More FM.
*1206 AM Dunedin Area (Official Frequency) Note - started on 1210 AM and then moved to 1206kHz with 9kcs separation in the early '80s. This frequency now broadcasts BSport.
*95.4 FM Unofficial frequency for Mosgiel, used initially by Mosgiel FM
*93.8 FM Operated from Balclutha as Big River Radio from 6.00 A.M till 12.00 P.M