2Day FM (call sign: 2DAY) is a commercial FM radio station broadcasting in Sydney, New South Wales, Australia, on a frequency of 104.1 MHz, and is part of Southern Cross Austereo’s Hit Network. 2Day FM was one of three radio stations (along with Triple M and Triple J) to be granted new FM broadcasting licenses in Sydney in 1980, and commenced broadcasting on 2 August of that year.
Early in 2015, Southern Cross Austereo announced a re-branding of the Today Network stations in capital cities. This followed the successful revamp in September 2014 of poorly performing Adelaide network station SA FM. The rebrand was to HIT 107, which also provided it with a new fresh on air sound. In January, new logos were announced for all the capital city stations (excluding Canberra) to the Hit brand.
Perth station 92.9 FM was easily rebranded Hit 92.9, and the remaining capitals were co-branded to their previous names with the hit brand and frequency, for example “Hit 1019 the Fox”, and “Hit 1041 2DAY FM”. These co-brands were expected to dispense with the older identities, as demonstrated by the trademark applications lodged by SCA. A trademark on “HIT104” was intended to be the eventual identity of 2Day FM.
Brisbane’s co-branding with B105 was abandoned in Easter 2015 to HIT 105, leaving Sydney and Melbourne the only station idents with co-branding.
On 1 September 2015, both 2DAY FM and FOX FM transitioned away from using the “hit” line in their on-air positioning. Hit Network Group CD Dave Cameron advised “‘Hit’ will always be in the on-air vernacular, being the backbone of the network format, but more of a focus would be on ‘2Day’ and ‘Fox’ brands in those respective markets”.
