View source for 3MP

{{Short description|Commercial radio station in Melbourne, Australia}}
{{Primary sources|date=January 2010}}
{{Use dmy dates|date=January 2020}}
{{Use Australian English|date=May 2011}}
{{Infobox radio station
| name = 3MP
| city = [[Melbourne]], [[Victoria, Australia|Victoria]]
| country = Australia
| callsign = 
| logo = 3MP1377 Logo.png
| logo_size = 120px
| logo_alt = 
| logo_caption = 
| image_alt = 
| caption = 
| area = Melbourne RA1
| frequency = {{ubl|[[AM broadcasting|AM]]: 1377 kHz|[[DAB+]]: 9A Melbourne}}
| rds = 
| branding = Melbourne & the Mornington Peninsula's Easy Music
| languages = English
| format = [[Easy listening]]
| subchannels = 
| network = 
| affiliations = [[Nine News (radio)|Nine News]]
| owner = [[Ace Radio]]
| licensee = Ace Radio Broadcasters Pty Ltd
| operator = 
| sister_stations = [[2UE]], [[4BH]]
| founded = 
| airdate = {{start date and age|1976|07|22|df=yes}}
| last_airdate = 
| former_callsigns = 
| former_names = {{ubl|[[MTR 1377]]|Classic Rock Radio|[[1116 SEN|SEN+]]|[[SEN Track]]}}
| former_frequencies = AM: 1380 kHz (1976–1978)
| callsign_meaning = Mornington Peninsula
| licensing_authority = [[Australian Communications & Media Authority]]
| acma_bsl = 4144
| power = 5,000 [[watt]]s
| coordinates = {{coord|-37.93351|145.217241|display=inline,title}}
| webcast = [https://3mp.com.au/aceplayer.php Listen Live]
| website = {{URL|https://3mp.com.au/}}
}}

'''3MP''' is a commercial radio station, broadcast from [[Rowville]] and licensed to [[Melbourne]], Australia. Owned and operated by [[Ace Radio]] from studios in [[South Melbourne]], it broadcasts an [[easy listening]] music format on 1377 [[AM radio|AM]] and [[DAB+]] [[Digital radio in Australia|digital radio]].

==History==
===Early years===
3MP commenced transmission on 22 July 1976<ref name="ri-20060715">{{cite news |title=3MP turns 30 |url=https://radioinfo.com.au/news/3mp-turns-30 |access-date=8 June 2020 |work=Radioinfo.com.au |date=15 July 2006}}</ref> from studios in the [[Bayside Shopping Centre]], [[Frankston, Victoria|Frankston]]. It initially broadcast on 1380 [[kilohertz|kHz]] [[AM broadcasting|AM]] from a transmitter located at [[Rowville]] and, despite being based outside of the Melbourne city centre, was regarded by many listeners as Melbourne's seventh [[commercial radio]] station, the first new commercial licence since the launch of [[3XY]] in 1935.

The original licence holder was a consortium of businessmen and media identities and broadcast a music format of [[adult contemporary]] music blending solid gold and current [[top 40]] records. Devised by the station's first General Manager, Ray Bean and Operations Manager, Geoff Brown, the station aimed to target an older demographic than the then-market leading 3XY.

The first [[disc jockey|announcer]] heard on the station was [[John Burgess (host)|John Burgess]], with an initial presenting line-up including future ''[[Today (1982 TV program)|Today]]'' weatherman [[Brian Bury]] and former [[ABC Radio Melbourne|3LO]] presenter Richard Coombe. The first song played on the station was "[[Howzat (song)|Howzat]]" by [[Sherbet (band)|Sherbet]].<ref name="ri-20060715"/>

In 1978, as part of the Australian implementation of the [[Geneva Frequency Plan of 1975|Geneva Frequency Plan]], 3MP changed frequencies from 1380 to 1377&nbsp;kHz.

===AWA era===
Although the original Articles of Association prohibited any one person from owning more than 5% of the shares in 3MP's licensee, the station was sold outright to [[AWA Technology Services|AWA]] in 1980.

In January 1986, the station dropped its adult contemporary music format in favour of [[easy listening]], which had been abandoned two weeks prior by rival [[3AK]]. The move grew 3MP's previously modest [[audience measurement|ratings]].In October 1987, AWA sold its radio assets to [[Wesgo]] for $40 million.<ref>{{cite news|title=AWA Radio Execs reunite|url=https://www.radioinfo.com.au/news/awa-radio-execs-reunite|access-date=23 May 2015|work=Radioinfo|date=4 June 2004}}</ref><ref>{{cite news|title=AWA's 100th Birthday|url=https://www.radioinfo.com.au/news/awa%E2%80%99s-100th-birthday|access-date=23 May 2015|work=Radioinfo|date=31 July 2013|archive-date=29 January 2016|archive-url=https://web.archive.org/web/20160129025034/https://www.radioinfo.com.au/news/awa%E2%80%99s-100th-birthday|url-status=dead}}</ref><ref>[https://trove.nla.gov.au/newspaper/article/122111234 Radio days are over for AWA] ''[[Canberra Times]]'' 29 October 1987 page 16</ref><ref>[http://web.archive.org/web/20230331110050/https://www.afr.com/politics/wesgo-wins-battle-on-fm-conversion-19880823-k2yhy Wesgo wins battle on FM conversion] ''[[Australian Financial Review]]'' 23 August 1988</ref>

===Wesgo era===
In 1993, Wesgo purchased rival station [[Magic 1278|3EE]], replacing 3EE's format with a [[simulcast]] of 3MP. However, following complaints from [[Triple M Melbourne|Triple M]], [[Gold 104.3|Gold FM]], [[Fox FM (Melbourne)|Fox FM]] and [[3AW]], the [[Australian Broadcasting Authority]] ruled against this,<ref>{{cite news|last1=Taylor|first1=Thomas|title=Simulcast must stop, 3MP told|url=http://newsstore.fairfax.com.au/apps/viewDocument.ac?page=1&sy=nstore&kw=3EE&pb=sag&pb=age&dt=enterRange&dr=1month&sd=01%2F01%2F1993&ed=30%2F06%2F1994&so=date&sf=text&sf=headline&rc=200&rm=200&sp=adv&clsPage=1&docID=news931126_0181_2953|access-date=17 January 2016|work=[[The Age]]|publisher=[[Fairfax Media]]|date=26 November 1993}}</ref> and in 1994 Wesgo launched [[oldies]] formatted [[Magic 1278|Magic 693]], ending the simulcast. Magic 693's format, along with coverage of weekend [[Australian Football League|AFL]] matches, proved successful as ratings climbed, albeit at the displacement of 3MP.

In 1995, the stations were sold to [[Southern Cross Broadcasting]], which at the time operated 3AW and 3AK, and the newsroom used by both 3EE and 3MP closed. Southern Cross Broadcasting was made to sell two stations, including 3MP. By 1996, it was sold to Goulburn Valley Broadcasters, which operated [[Shepparton]]-based [[Triple M Goulburn Valley|3SR]]. In 2001, ownership of 3MP was transferred to Data and Commerce Limited, which owned and operated Melbourne AM station [[3AK]]. In 2002, 3MP relocated its studios from [[Frankston, Victoria|Frankston]] to inner suburban [[Richmond, Victoria|Richmond]] where it shared facilities with 3AK.

===Pacific Star era===
====MTR and MyMP====
{{Main|Melbourne Talk Radio}}
In December 2009, Pacific Star Network announced a joint-venture agreement with the [[Macquarie Radio Network]], operators of Sydney [[talk radio|talkback]] radio station [[2GB]], to supply radio programming into Melbourne.<ref>{{Cite news |title=Macquarie Radio and Pacific Star sign Interim Agreement |work=ASX ComNews |date=16 April 2010 |url=http://hotcopper.com.au/threads/ann-macquarie-radio-and-pacific-star-sign-interi.1149904/ |access-date=10 May 2015}}</ref> In April 2010, the joint-venture launched [[Melbourne Talk Radio|MTR 1377]], replacing 3MP programming on 1377 [[AM broadcasting|AM]].<ref>{{cite news |url=http://theage.com.au/opinion/society-and-culture/look-whos-talking--mtr-hits-the-airwaves-20100419-sn7g.html?autostart=1 |first=Karl |last=Quinn |date=19 April 2010 |access-date=26 April 2010 |newspaper=Age |publisher=Fairfax |title=Look who's talking - MTR hits the airwaves |url-status=dead |archive-url=https://web.archive.org/web/20100422175904/http://www.theage.com.au/opinion/society-and-culture/look-whos-talking--mtr-hits-the-airwaves-20100419-sn7g.html?autostart=1 |archive-date=22 April 2010 |df=dmy}}</ref>

[[File:MyMP logo 2013.jpg|thumb|right|alt=MyMP logo (April 2010 – May 2015)|MyMP logo (April 2010 – May 2015)]]
The easy listening music format continued on [[DAB+]] [[Digital radio in Australia|digital radio]] branded as MyMP, albeit without announcers. Announcers returned to MyMP on 13 May 2011, including Mark Johnson, John Tamb and Eddie Olek.<ref>{{cite web|title=MyMP, 3MP's new digital radio station|url=http://webdevsys.com/myMP.htm|publisher=WebDevSys|access-date=16 December 2012}}</ref> In October 2011, the [[Australian Communications & Media Authority]], acting on a complaint, shut down a [[pirate radio]] station operating from the Melbourne suburb of [[Chadstone]], re-broadcasting the MyMP signal on AM radio.<ref>{{cite news|title=ACMA search, seizure and enforcement|url=https://www.amateurradio.com.au/news/acma-search-seizure-and-enforcement|access-date=23 May 2015|work=Amateur Radio Victoria|date=8 October 2011}}</ref>

In March 2012, the MTR joint-venture entered [[administration (law)|administration]],<ref>{{Cite news |page=27 |last=Bodey |first=Michael |title=MTR closes, with loss of $15m |work=[[The Australian]] |date=3 March 2012 |url=http://www.theaustralian.com.au/media/mtr-closes-with-loss-of-15m/story-e6frg996-1226287790869 |access-date=5 March 2012}}</ref> and on 2 March ceased broadcasting. MyMP returned to the 1377 AM frequency shortly after.<ref>{{cite web|title=3MTR goes dark|url=https://www.radioinfo.com.au/news/3mtr-goes-dark|publisher=Radioinfo|date=2 March 2012|access-date=10 May 2015}}</ref>

====Return to AM====
In April 2012, MyMP was granted a power increase to better cover the northern and western areas of Melbourne – first applied for while operating as MTR.<ref>{{cite web|title=Reborn 3MP gets a power increase to better cover Melbourne|url=https://www.radioinfo.com.au/news/reborn-3mp-gets-power-increase-better-cover-melbourne|publisher=Radioinfo|date=4 April 2012|access-date=16 December 2012}}</ref> Also in 2012, MyMP introduced 'lifestyle weekends', with Phil Wall hosting ''My Fishing'' and Richard Stockman hosting ''My Wine & Food''. Former ''[[Sale of the Century]]'' host [[Glenn Ridge]] moved into weekday mornings, hosting ''My Melbourne''.

In 2015, MyMP adopted the positioner of "Melbourne's greatest hits from the 60s, 70s & 80s", and in May reverted to the 3MP brand. In July, the newsroom shared between 3MP and sister station [[1116 SEN]] was closed, replaced with a service from [[Nine News (radio)|Macquarie National News]].<ref>{{cite news|last1=Gunn|first1=Nikole|title=Another one bites the dust|url=http://www.radiotoday.com.au/articles/nikole-gunn/7270-another-one-bites-the-dust.html|access-date=9 July 2015|work=Radio Today|date=8 July 2015}}</ref><ref>{{cite news|last1=Rawsthorne|first1=Sally|title="Melbourne's Home of Sport" shutters its newsroom|url=http://www.mediaweek.com.au/melbournes-home-of-sport-shutters-its-newsroom/|access-date=9 July 2015|work=[[MediaWeek]]|date=8 July 2015}}</ref>

On 24 October 2016, the station relaunched as Classic Rock Radio.<ref>{{cite news |last1=Ward |first1=Miranda |title=Melbourne's 1116SEN launches new digital radio station Classic Rock |url=https://mumbrella.com.au/melbournes-1116sen-launches-digital-radio-station-classic-rock-403556 |access-date=11 October 2020 |work=[[Mumbrella]]|date=24 October 2016}}</ref>

====SEN+ and SEN Track====
{{Further|1116 SEN{{!}}SEN+|SEN Track}}
On 13 August 2018, Classic Rock Radio was replaced with SEN+, an expansion of [[1116 SEN]].<ref>{{cite web | last=Wilson | first=Zanda | date=7 August 2018 | title=PSN rebrands 1377 AM to SEN+ | url=http://radiotoday.com.au/psn-rebrands-1377-am-to-sen/ | website=Radio Today | access-date=11 February 2019}}</ref> SEN+ was home to much of SEN's soccer coverage, with some additional unique cricket and racing coverage. The rest of the time it repeated the main SEN station. On 27 March 2020, SEN+ relaunched as [[SEN Track]], a [[horse racing|horse]] and [[greyhound racing]] station.<ref>{{cite web |title=SEN Track LIVE on 1377 SEN+ and the SEN App |url=https://www.sen.com.au/news/2020/03/27/sen-track-live-on-1377-sen-and-the-sen-app/ |website=www.sen.com.au |language=en}}</ref>

On 5 June 2020, [[ACE Radio]] announced it had acquired the 3MP licence.<ref>{{cite news |last1=Challenor |first1=Jake |title=ACE Radio to purchase 1377AM Melbourne from Pacific Star |url=https://www.radiotoday.com.au/ace-radio1377am-melbourne/ |work=Radio Today (Australia) |date=5 June 2020}}</ref>

===Ace Radio era===
On 3 July 2020, the station was relaunched as 3MP, returning to an easy listening music format.<ref>{{cite news |title=ACE Radio brings back 3MP |url=https://mumbrella.com.au/ace-radio-brings-back-3mp-633372 |access-date=11 October 2020 |work=Mumbrella|date=3 July 2020}}</ref>

==Notable presenters==
;Former
* [[John Burgess (host)|John Burgess]]
* [[Brian Bury]]
* [[Shawn Cosgrove]]
* [[Geoff Cox]]
* [[Keith McGowan]]
* [[Glenn Ridge]]

==References==
{{Reflist}}

==External links==
*{{Official website}}

{{Ace Radio}}
{{Melbourne Radio}}
{{Authority control}}

[[Category:Ace Radio]]
[[Category:Easy listening radio stations in Australia]]
[[Category:Radio stations established in 1976]]
[[Category:1976 establishments in Australia]]