Australian Radio Networks Rebrand to Signal Digital-First Strategy to Investors

Nine Radio will become Tapt Media when the Laundy Family completes its US$56 million acquisition of the Australian talkback radio network at the end of April. The corporate name change leaves all four station brands unchanged.

Corporate Name Changes While Station Brands Stay Put

The rebrand creates a deliberate two-layer structure. The parent company becomes Tapt Media. The four stations it owns, 2GB in Sydney, 3AW in Melbourne, 4BC in Brisbane, and 6PR in Perth, keep their existing names.

Tom Malone, current managing director of Nine Radio who will become CEO of Tapt Media, described the new name as a "statement of intent." He said that "'Tapt' perfectly captures our energy as we expand deeper into the digital space. It's about being connected, being in the know, and providing a platform that is as vibrant and agile as the audiences we serve."

Malone also reassured staff that "while our national look and name are changing, our DNA remains the same. Our stations: 2GB, 3AW, 4BC, and 6PR keep their strong brands and names and remain the bedrock of our business."

The company plans to invest in streaming, podcasting, and data-led advertising technology. New audio branding rolls out immediately, but major on-air changes are not expected for six to 12 months.

A Pattern Emerging Across Asia-Pacific Broadcasting

The Tapt Media structure reflects a broader trend visible across the Asia-Pacific region. Legacy broadcasters are separating their corporate identity from their audience-facing brands to signal digital readiness to investors and advertising partners, while protecting the audience trust built into older brand names.

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Programmatic advertising in APAC is growing at 24% in 2025. This form of automated, data-driven ad buying rewards media companies that can demonstrate platform-agnostic, technology-forward capabilities. A corporate name tied to "radio" or "television" can work against that positioning when pitching to digital advertising buyers.

In Hong Kong, TVB proposed in 2025 to align its legal corporate name with its recognized "TVB" brand as part of a digital turnaround strategy. In Malaysia, Media Prima Berhad is actively overhauling its digital infrastructure across its TV, radio, print, and digital operations. ABS-CBN Global's The Filipino Channel modernized its underlying technology and distribution architecture while keeping the TFC name that Filipino diaspora audiences recognize globally.

Heritage Brands Carry Measurable Weight

The decision to preserve 2GB, 3AW, 4BC, and 6PR is not sentimental. These stations carry significant audience loyalty built over decades. 2GB Sydney, for instance, traces its origins to August 1926, nearly 100 years ago.

The Laundy Family Office, headed by Arthur Laundy, operates a hospitality network of more than 40 venues across Australia. The acquisition marks the family's entry into media ownership at a time when OTT platforms are projected to overtake traditional broadcast in Southeast Asia by Q3 to Q4 2025.

The Tapt Media rebrand is expected to be complete when the sale finalizes at the end of April.