Magic is a New Zealand oldies radio network owned by MediaWorks New Zealand. The network targets New Zealand's growing population of baby boomers with a line-up of veteran broadcasters.[1] Its breakfast show (formerly Magic in the Morning, Magic Breakfast and Bunting in the Morning respectively), is hosted by Mark McCarron.[citation needed]
Magic operated Magic Talk, a nationwide Auckland-based talkback, news and sport radio network formed by the 2019 rebrand of Radio Live. The station competed directly against New Zealand Media and Entertainment (NZME) station Newstalk ZB. Magic also operated Magic Music, as its music leg. This change took effect in mid-January 2019, with a large number of Radio Live hosts leaving the station due to the restructure. The first programme aired on Magic Talk was Overnights with Tony Amos. Magic Talk ceased on 20 March 2022 ahead of its delayed rebranding as Today FM on 21 March 2022. Magic Music was reintroduced as Magic and still operates as a music brand today.[citation needed]
The launch of Magic was made possible by the closure of Kiwi FM on March 31. Magic took over the former Kiwi FM studios in Auckland. Kiwi was an independent non-profit music broadcaster, wholly owned by MediaWorks. It operated as ten years as Kiwi FM, and had previously operated as ten years as Channel Z. The network attracted 28,000 listeners each week and was responsible for about one percent of local music airtime on New Zealand radio. However, its popularity and long-term viability had been undermined by new websites offering direct access to local music, and MediaWorks decided to focus its youth resources on the nationwide roll-out of George FM and Mai FM.[1]
MediaWorks hoped the Magic network would increase its market share of the one million New Zealanders aged 50–74. In New Zealand this demographic is growing in size,[citation needed] is more likely to listen to the radio and listens to radio for longer hours. People in this group also have fewer family commitments, and have more assets and disposable incomes.[4] MediaWorks secured a network of new frequencies in the 2014 radio spectrum auction in markets with large baby boomer populations. The company says that includes markets where Magic can go head to head with Coast, and markets with no Coast stations where Magic can secure a monopoly or gain a competitive advantage.[5]
In November 2018, it was announced that sister station Radio Live would be merging with Magic to form a talk-music radio hybrid known as Magic Talk, which started on 19 January 2019.[6] Former TVNZ news presenter Peter Williams was the first host revealed for the new network.[7]
Magic's main competitor is NZME's network station Coast which has been broadcasting under this name since 2002 originally just in the Hawke's Bay area but began expanding to the rest of New Zealand in 2004. Both stations play a similar format.
In the past MediaWorks ran a rock and rollOldies format station called Solid Gold which initially played music from the 1950s to the 1970s and later specializing in 1960's and 70's music. In 2012 Solid Gold was rebranded as The Sound and switched format to classic rock, the format change for this station was due to a gap left in the market after Radio Hauraki moved away from classic rock music. The change in format for The Sound meant MediaWorks were no longer catering to an older audience of listeners, a gap filled by Magic.
Demographics
Magic Talk targeted 50- to 69-year-olds, an older demographic than similar MediaWorks brands. It ran alongside The Breeze with a similar playlist, but The Breeze had a younger female skew and easy listening music focus. Another MediaWorks network, The Sound, previously played similar music but now has a male skew and a rock music focus.[1] Magic targets older listeners who have a "youthful, active approach to life" and want "fantastic music and a feel-good attitude".[2] However, some marketing commentators have argued the "youthful" brand is out of touch with the "antiquated" classic playlist.[5] Its playlist, drawn from the late 1950s to 1970s, includes music from Elvis Presley, The Beach Boys, Roy Orbison, Dusty Springfield and Rod Stewart.[15]
Programmes
Breakfast Magic Breakfast with Mark McCarron between 6am and 10am weekdays and is preceded by REX Live between 5am and 6am. Previous hosts include Mark Leishman and Mark Bunting.
Workday Magic Workday with Murray Lindsay between 10am and 3pm weekdays. Previous hosts include Bob Gentil, Mark Smith, Sue White and Trudi Nelson.
Drive Magic Drive with Bob Gentil between 3pm and 8pm weekdays. Previous hosts include Mark Smith and Murray Lindsay.
Nights Evenings and overnights are fully automated between 8pm and 6am the next morning. Previous night hosts include Brent Harbour and Bob Gentil.
Weekends Weekend shows are hosted on Saturdays and Sundays by various announcers with REX Focus, hosted by Mark McCarron and Dominic George, running between 5am and 7am. Saturday nights are automated from 6pm until 6am the next morning with The Saturday Night Jukebox running between 6pm and 12am. Country Magic runs between 7pm and 12am Sunday nights.