 magic 1278 (call sign: 3ee) is a radio station operating in melbourne, australia. ==history== the station commenced broadcasting in 1992, but was derived from radio station 3xy which began broadcasting in 1935. 3xy was melbourne's dominant music radio station during the 1970s and early 1980s with a top 40 music radio format, but 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 who also owned 2ch in sydney. awa shut down 3xy almost immediately upon their purchase of the licence from a geelong-based consortium. the shutdown occurred at 1pm on 23 september 1991. 3xy's final on air program was a one hour pre-recorded special produced by music historian glenn a. baker, 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 12noon that day. 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 one, awa chose to promote the forthcoming 3ee as a "completely new" station. 3ee began official transmission at 7.00am friday 2 july 1992. promoted as the breeze, the station had a mix of talk based programming and easy listening music, but fared poorly in the ratings, which led one writer on melbourne radio to famously comment that breeze must have smelt a bit!. in fact, 3ee did not rate higher than 1.2% in the radio ratings. awa, faced with a loss making station, offsold 3ee to another melbourne station, 3mp, based in frankston, an outer southern suburb. 3mp and 3ee simulcast until the aba ordered that they cease the practice and recommence two separate formats. 3ee then became known as magic 693 with a 40s, 50s and 60s music format, while 3mp maintained its more mainstream 'easy listening' format on 1377. media operator southern cross broadcasting who also ow
Radio_stations_established_in_1935 Radio_stations_in_Melbourne