Magic 1278

Magic 1278
Magic 1278 Logo.jpg
Broadcast area Melbourne
Branding Magic 1278
Slogan The Best Songs Of All Time
Frequency 1278 (kHz)
First air date September 8, 1935
(as 3XY)
July 2, 1992
(as 3EE)
Format Easy Listening
Former callsigns 1935-1991: 3XY
Former frequencies 1992-2006: 693 (kHz)
1978-1991: 1422 (kHz)
1935-1978: 1420 (kHz)
Affiliations Fairfax Radio Network
Owner Fairfax Media
Webcast Windows Media

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



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 1pm on 23 September 1991. 3XY's final on air program was a one hour pre-recorded special produced by music historian Glenn A. Baker, a tribute showcasing the music of 1976 when 3XY was number one in the radio ratings. Roxanne Bennett was the last 'live' announcer on 3XY, finishing her shift at 12noon that day.

AWA formally applied for a change of callsign from 3XY to 3EE and a change of frequency from 1422 kHz to 693 kHz. Both requests were granted by the Australian Broadcasting Authority.

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 southern 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 be 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.


3EE has used numerous logos throughout its history.

3EE logo.png Magic693.svg Magic1278.svg Magic1278.png
1992 2005 - 2006 2006 - 2008 2008 - Present

See also

  • List of Australian radio stations

External links

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