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The 3AW Story

Part 8 - Radio personalities become TV stars (PDF)

Part 7 - Television Days (PDF)

Part 6 - Olympic Games (PDF)

Click here to read Part 5 - Norman Banks (PDF)

Click here to read Part 4 - After World War II - (PDF)

Click here to read Part 3 - World War II - (PDF)

Click here to read Part 2 - The 1930s - (PDF)

Click here to read Part 1 - Opening Night - (PDF)

Updated: Mon., July 4, 2005

The 3AW Story - Part 1

3AW is consistently at, or near, the top of the ratings surveys which measure Australia’s most popular radio stations.
When the station commenced transmission in 1932, “Australian radio was not far removed from the experimental stage”, commented The Listener In magazine.
On February 22, 1932, from the Victoria Palace Hotel in Melbourne, the new radio station was ready to go to air - and become an indelible part of Melbourne and Victorian life.
The station with the banner of ‘3AW’ beamed out that night on 1425 kilocycles, on the 210.5 metre band,under the proprietorship of the The Vogue Broadcasting Company, which had been formed by David Syme and Co Ltd, together with Allan and Co., and J C Williamsons Ltd, the latter two providing the initials ‘A’ and ‘W’ for the call-sign.
So intense became its partnership with its home town that 3AW was quickly termed as ‘Station of the Stars’, ‘Radio Melb-ourne’, and now promotes the motto of ‘Talking Melb-ourne’.
Innovation
3AW quickly earned a reputation as an innovator. First with the 1930s breakfast boys ‘Nicky and Tuppy’; stunning war news coverage in the 1940s; the signing of legendary radio broadcaster Norman Banks in the 1950s; introducing radio talk-back inthe late 1960s; an emphasis of News-Talk in the 1970s’ headlines of the high-living 1980s with the likes of Derryn Hinch; or the famous football calls of Rex Hunt that began in the 1990s.
3AW, as part of the Southern Cross Broadcasting network, has become an essential part of Melbourne. The Melbourne Observer is presenting a number of features including The 3AW Story and our own Australian TV history series.
The first press report about 3AW appeared in The Age newspaper on Tuesday, February 23, 1932, and covered the station’s opening ceremony on the previous evening.
“In the presence of a distinguished assemblage in the banqueting hallof the Victoria Palace Hotel the Lord Mayor (Cr H G Smith) officially declared the new B broadcasting station 3AW open last night.
“At one minute to eight o’clock, Mr G Sutherland, manging director of the Vogue Broadcasting Company (3AW) spoke into the microphone, introducing the Lord Mayor to the unseen audience.”
Pleasure
“Declaring the new broadcasting station open, the Lord Mayor said that as chief magistrate of the city it gave him great pleasure to assist in the official openingof the new broadcasting station 3AW.
“The station was owned by the Vogue Broadcasting Company, which was made up of three firms - J.C. Williamson Ltd, Allan and Co and David Syme and Co, the proprietors of The Age newspaper.
“He thought they might confidently look forward to receiving from 3Aw programs which would be a pleasure to listen to; 3AW was a ‘B’ class station - that was to say, its revenue was derived solely from the sale of time or air space for the purpose of advertising, no part of the listeners’ licence fees being received by stations of this nature.
“It was interesting to note the growing interest all branches of industry were now taking in using radio as a means of popularising commodities of every description by carrying their message right into the home.
“In his capacity as Lord Mayor and also citizen he shared with all the pride in this particularly fine city, which had often been called the “City Beautiful”, and every enterprise which promised to assist this city to become of greater importance, must naturally have the support of those who wished it well. That, of course, applied to the establishment of an additional service in the form of a broadcasting station,which must naturally enhance the industrial assets of the city, especially when this service was controlled by firms whose activities were so great.
“With the idea of service behind it 3AW was giving deep consideration to meeting listeners’ requirements. The station gave promise of being a very popular one, judging by the many hundreds of messages of appreciation and congratulation which had already been received with regard to their tests.
“It now gives we great pleasure to officially declare station 3AW open for public service and entertainment,” declared the Lord Mayor.
Entertainment
“The followed the first musical program by the 3AW Ouartet, which was Mascagni’s Ave Maria, and Sylvia, composed by Oley Speaks.
“Mr W.A. Watt, who rose to support the remarks made by the Lord Mayor, started in such days of depression, a new enterprise of any kind was a rarity, and this inauguration might therefore be accepted by the people of the Commonwealth as a dawning hope, or perhaps even a confident indication that business conditions were likely to improve in the early future. “Let us all say a fervent Amen to that,” declared Mr Watt.
“Concerning the new station, Mr Watt said that never before had such a union of experience and financial strength been gathered together to broadcast on the air for the education and delectation of Australia. (Hear, hear). The capital of this undertaking was wholly Australian. He believed the partnership spoke prophetically of success. (Hear, hear). The undertaking had at its command the rich and varied musical and dramatic talent of the natives of Australia, as well as the best importations from the theatrical world across the seas.
“You will therefore no t expect from this station a mere output of gramophone records, which are unfortuantely so fashionable onthe air these days,” added Mr Watt, amidst applause.
Policy
“There was an old proverb which ran, “Those who do not get what they like, must learn to like what they get.” He was informed that was not to be the policy of the 3AW management.
“He made the suggestion that the listeners should individually make themselves articulate through the post, and tell the management how far the programs pleased, and what alterations or improvements were desired. (Hear, hear.)
“In reply, Mr G Sutherland thanked those who had assisted in the opening the new station. The station had been built by Oliver J. Nilsen, and the tests had proved that the station had been well constructed. Regarding the programs, Mr Sutheralnd said that of necessity there would have to be a certain number of records broadcast, butthat they believed there was a goodly number of talented Australian who were worthy of a hearing, andthey would seek them out.
“It was interesting to note that in the programs of the BBC, London, which was so often quoted as the criterionof broadcasting, numerous Australians were constantly featured, including Florence Austral, Gertrude Johnstone, John Amadio, Fred Collier, Essie Ackland, Harold Williams, to mentiononly a few and they believed that the supply of Australian worth-while talenthad by no means been exhausted.
Variety
“3AW would endeavour to cater for every type of listener with programs of the greatest possible variety.
“Before the studio program commeneced various vocal and instrumental items were rendered, and the Australian comedian entertained with some stories.
“A large number of guests of the management subsequently visited the studio, which is located in His Majesty’s Theatre buildings.
“The new station 3AW will be on the air this morning at 7am,when Vernon Sellars will broadcast until 8.30am. At 9am, Shopping with Susie, by Isobel Ann, will be given, and at 9.30am, Cookery Work, the woman’s section will be broadcast by Mary Elizabeth.
“From noon until 2pm,music will be given. At 3.30pm,Miss Beatrice Day will broadcast Over The Teacups. From 4pm, a studio program will be given, and at 5.30pm, the children’s session and “Why” corner will follow.”

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Long before continuous 24-hour radio station programming in Melbourne, schedules were tightly controlled by the Postmaster-General’s Department.
3AW’s first program lists, in 1932, saw Sunday schedules start at 4.30pm, with ‘Close Down; listed for 10.30pm.
Most Sabbath programs were religious-based, and the station’s August 27 log for its first year reads:

3AW - August 27, 1932
4.30pm. Music For The Home Circle.
4.45pm. Psychology Talk.
5.00pm. Children’s Session and Chatterbox Corner
6.00pm. Music For The Home Circle - continued
6.45pm. The Watch Tower
7.00pm. Music
7.45pm. Astrological Moments by Maize
8.00pm. The Qualified Opticians Society presents Moments with the Masters of Music
9.00pm. The Catholic Hour: ‘Justice Higgins and Leo XIII’
9.15pm. Sistine Choir
9.20pm. Father Johnson - Christian Principles
9.35pm. Music - Kyrie. (Schubert)
9.40pm. Father Murphy - ‘The Question Box’
9.59pm. Music: “Jesus, My Lord”
10.00pm. Music
10.10pm. Age News Service and Weather Reports
10.25pm. :’Envoi
10.30pm. Close down.

Sunday programming saw breaks over the lunch-time period, but an extra hour between 9.00am and 10.00am was allowed for commercial broadcasting stations from March 1940.
“The additional service to listeners is a natural outcome of the growth and development of entertainment presented by commercial stations,” announced an industry spokesman at the time.
“At one time commercial programs were broadcast only at odd hours during the day, instead of the full day programs now aired. 3DB was the first Melbourne station to extend their program time to a breakfast session..”
The extra Sunday morning time was used variously by stations. #DB chose the Langwith Military Band, followed by ‘Church in the Wildwood’.
3UZ broadcast “Who’s Who In Rhythm’ with song and dance and ‘Bolero’. 3KZ presented the St Moritz Sunday Morning Hour; and 3XY had Wal Sharland and ken Howard with Sporting Highlights.
“Station 3AW have made a complete revision of their Sunday morning program, and commencing from next Sunday from 9 until 12, Ken Hudson will present ‘The Listener’s Digest’, a complete radio newspaper, ‘Listener’s Digest’ will cover the week’s news, including editorial and sporting, cable and general, theatre and talkie, classified ads, comic strip, competition corner, health page, a short story and stop press news,” the station announced.

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