Magic 1278
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| City | Lower Plenty, Victoria |
|---|---|
| Broadcast area | Melbourne RA1 |
| Slogan | The Songs You Know and Love |
| Frequency | 1278 kHz AM |
| First air date | 8 September 1935 (as 3XY) |
| Format | Oldies, easy listening |
| Language(s) | English |
| Former callsigns | 3XY (1935–1991) |
| Former frequencies | 693 kHz AM (1992–2006) 1420 kHz AM (1935–1978) 1422 kHz AM (1978–1991) |
| Affiliations | Magic Network |
| Owner |
Macquarie Media (Radio 1278 Melbourne Pty. Ltd.) |
| Sister stations | 3AW |
| Website | www |
Magic 1278 (call sign: 3EE) is a radio station operating in Melbourne, Australia. Former names include 3XY, The Breeze and Magic 693.
Magic 1278 was derived from radio station 3XY, which began broadcasting in 1935, and was Melbourne's dominant music radio station during the 1970s and early 1980s, with a Top 40 music radio format. However, 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, which also owned 2CH in Sydney. AWA shut down 3XY almost immediately upon its purchase of the licence from a Geelong-based consortium. The shutdown occurred at 1pm on 23 September 1991. The final on-air program as 3XY was a one-hour pre-recorded special, commissioned by AWA and produced and presented by music historian Glenn A. Baker. It was 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 12 noon that day with Spectrum's song I'll Be Gone the final song played before the one hour pre-recorded special was aired. The last song to be ever aired on 3XY, was AC/DC's It's a Long Way to the Top (If You Wanna Rock 'n' Roll), at the end of the pre-recorded special.
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 licence, AWA chose to promote the forthcoming 3EE as a "completely new" station.
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