For any radio station, the prospect of packing up the studio and broadcasting live from an off-site location, an Outside Broadcast (OB), can present a logistical nightmare.
For a talk station like 2GB, it means dismantling routine, replicating complex studio setups in the middle of a showground, and asking high-profile broadcasters to perform live in front of a crowd, all while maintaining a seamless listening experience.
“It can be complicated, but it can be easy as well,” 2GB’s promotions and community manager Luke Davis explained to Mediaweek.
“For an event like this, where we’re essentially taking the radio station on the road for 10 days, you’ve got to think of building a big stage, and then think about all the technology it takes to get the shows to air.
“There’s the security and safety of all of our stuff, and then we need to think about taking broadcasters who, you know, like their routine, out of their comfort zone and their routine and into a new setting,” he said.
Reaching fans, farmers and advertisers
From the 11th of April 11 to the 20th, the station is broadcasting live from its custom-built stage at the Sydney Royal Easter Show.
Programs including Ben Fordham Live, The Continuous Call Team, and Overnights with Michael McLaren are airing on-site, giving audiences a front-row seat to the station’s on-air magic, and offering advertisers a rare chance to connect in person with one of radio’s most loyal audiences.
“Again, these events do come with challenges,” Davis adds, “but in many regards, given the technology of 2025, you can broadcast from anywhere fairly easily. If you have an internet connection, you can pick it up and go wherever you need to go. With something like this, we love getting out and about and getting among the community; it’s challenging, but it’s so rewarding for the whole team.”
Davis said this kind of on-the-ground presence allows for a unique level of engagement, not only amongst fans but also with brands and advertisers alike wanting to align themselves with 2GB listeners.
“It’s great having the fans come up. It really energises not only the broadcasters but also the whole team. Every ad or news break, the fans come up and say G’day, shake hands, and share their stories,” he said.
For Davis and the team, the direct interaction also provided insights into the station’s reach.
“What surprised us a bit is, of course, you get a lot of people from bush out here at the Easter Show, but we’ve got farmers coming up from regional New South Wales saying ‘I’m listening to you on the app in the paddock every morning’.
“It’s just a great way to connect. When so much of the focus is on Sydney, you sometimes forget that you’re providing service to those outside of Sydney as well,” he said.
2GB’s promotions and community manager Luke Davis
Community connection fuels commercial momentum
Partnerships at the Show are an extension of 2GB’s storytelling ethos, explained Davis, saying that “what we do in radio and talk radio aligns with the advertisers”.
He added: “We want to connect with the community. We want to tell the stories and share the positive stories”.
This year the stations has aligned with one of the Show’s major sponsors, Woolworths, even setting up their OB just outside the Woolworths Dome.
“Their partnership with us allows us to use our audience and our reach to share what Woolworths is doing in this space as well,” Davis said.
The live setting is already proving to be a unique space not only when it comes to creating rare opportunities for spontaneous interactions with fans, but also with potential advertisers and story sources.
“We have people coming up to us to showcase their businesses daily,” Davis explained.
“They can be anything from ham makers to donut makers to, you know, any farmer. We had a couple come up to us from regional New South Wales to talk about issues they’re facing in their community regarding wind and solar farms and government intervention. These kinds of events allow them to come in and share their stories. It’s the same with advertisers.”
Ben Fordham
Behind-the-scenes meets primetime programming
From the Continuous Call Team calling footy live on stage with big screens, to presenters like Ben Fordham adapting their shows on the fly, the OB is proving to be something of an immersive brand experience for both audiences and advertisers.
Davis explained that “one of the things we’re doing at this year’s show is that we’ve taken the Continuous Call Team rugby league broadcasts onto the stage,”.
“We’re putting up the games with footy on the big screens and then having our commentary team commentate the games right in front of people. It gives them a glimpse inside a footy commentary box and how the team calls all the games, which is a real highlight. We love doing it.”
And for brands looking for access to a plugged-in, passionate audience, there’s rarely a better place to be.
“The beauty of talk radio is that we’re a 24/7 operation, so there’s no shortage of air time,” Davis adds.
“Of course, we have advertisers who want to align with our shows, our broadcasters, and the segments that go in with them, but then we also have the space for more bespoke stuff. Content will always come first. But if we can align with advertisers and share their stories and what they’re trying to achieve, we certainly will.”