In an opinion piece in Radio Today Australia, Brad March has said that whomever is calling the shots strategically at Southern Cross Austereo (SCA) – the company that owns Sydney’s 2day FM – needs a re-think as the channel’s ratings dip further.

As the station slipped to number three, overall share declined to 4.2 percent, and Breakfast to 3 percent, March suggested that changes at the channel may come soon as the station’s performance is critical to SCA’s overall success.

In December, long-term morning show hosts Kyle & Jackie O quit 2day FM for the newly rebranded KIIS1065.  The pair took most of their audience with them.

2day FM responded with the launch of a new Breakfast Show, starring Jules Lund, Merrick Watts and Sophie Monk. Spice Girl Mel B also joins the show from time to time from Los Angeles.

But the new line-up has struggled to build a new audience.

According to March, the new breakfast show doesn’t appeal to the station’s target demographic of younger females.

Competing with CHR stations Nova and KIIS, March described the need for 2day FM to have a much stronger point of difference with its music format as well as its breakfast show.