Nine’s Radio Empire in Freefall as Network Eyes AU$40 Million Fire Sale

SYDNEY, 27 January 2026 – Nine Entertainment is preparing to offload its struggling radio network for a potential price of just AU$40 million, a staggering 85 per cent decline from its 2019 valuation of AU$275 million. The move signals a strategic retreat from traditional media assets as the conglomerate doubles down on its television and digital holdings, currently exemplified by its ratings dominance with the Australian Open.

A Dramatic Devaluation

The proposed sale, reported by industry publication Mission Media, encompasses prominent talk stations 2GB (Sydney), 3AW (Melbourne), 4BC (Brisbane), and 6PR (Perth), along with music station 4BH. Nine gained full control of these assets through its 2019 merger with Fairfax Media. Industry analysts have blamed operational missteps for accelerating the value decline, including the dismissal of experienced, commission-based sales teams which severed critical relationships with local advertisers.

“Nine came in with all the arrogance of a free-to-air TV network. It sacked a lot of good people and kept a lot of the bad ones,” an unnamed industry source told Mission Media. The sale process is reportedly stalled amid a leadership vacuum, with the company operating without a permanent CEO since September 2025.

Broadcast Strength Contrasts Radio Woes

The radio divestment stands in stark contrast to the continued power of Nine’s broadcast television division. Data from the VOZ Total TV ratings for Thursday 22 January underscores this strength, with Nine’s Australian Open coverage dominating viewership. The night session reached a total audience of 2.33 million Australians, with an average audience of 757,000 and an additional 192,000 views on broadcast video on demand (BVOD).

This broadcast success, however, may have contributed to radio’s neglect. With a sprawling portfolio spanning TV, streaming, print, and digital, the radio business allegedly failed to receive necessary management attention, despite stations like 2GB maintaining a strong 13.2 per cent breakfast audience share in Sydney.

Other Key Developments for Nine

Elsewhere in Nine’s orbit, several other stories are unfolding. The social media ban for Australians under 16, which came into effect in December 2025, remains a topic of national discussion and likely fodder for Nine’s current affairs programmes. Politically, the Opposition Liberal–National Coalition has formally split over the Albanese government’s proposed hate speech laws, a major political story that will dominate Nine’s news coverage.

On the programming front, Nine is preparing to launch new series including the car review show Drive Review on 30 January and the home renovation programme Renovation Nation on 27 January.

Key Facts: The Nine Radio Network Sale

Frequently Asked Questions

Why is Nine’s radio network worth so little now?

The dramatic devaluation is attributed to a combination of structural market pressures facing traditional AM talk radio and specific operational decisions by Nine. The company is reported to have dismantled local sales teams, damaging advertiser relationships. Furthermore, the broader media market has seen advertising revenue shift decisively toward digital platforms targeting younger demographics.

What does this mean for Nine’s overall strategy?

The radio sale, following the AU$3 billion sale of the Domain real estate portal in 2025, indicates a strategic streamlining. Nine appears to be retreating from non-core, legacy assets to focus resources on its market-leading broadcast television business (like the Australian Open), its streaming service Stan, and its digital publishing operations.

Will stations like 2GB and 3AW close?

Closure is considered unlikely due to their still-substantial and loyal audiences. The more probable outcome is a sale to a new owner willing to invest in the talk-radio format. However, any new owner would inherit significant costs, including the need to relocate stations like 2GB from properties earmarked for residential development.