Authentic Entertainment has announced a new multi-year deal with Southern Cross Austereo covering its programming and content production services.

The deal cements a commitment to Authentic’s raft of shows including Take 40 Australia, Planet Vevo, BOXED IN with Fifi Box and The Drop.

The partnership gives both parties the ability to plan and invest in the future, structured to meet the evolution in today’s radio market, providing more flexibility to move with the audience’s changing needs. It demonstrates both parties’ commitment to driving innovation across radio and other content platforms. Authentic will work closely with Craig Bruce, head of content at Southern Cross Austereo and Dave Cameron who heads up Today’s HIT Network.

Authentic Entertainment CEO Tony McGinn said: “Radio is the most responsive and adaptive medium and more relevant today than ever. We are heading into an exciting phase for radio with a wealth of fresh thinking and innovation. I am proud of our partnership with the largest and most successful radio company in Australia and delighted to continue our partnership in the coming years. We love what Southern Cross Austereo is doing across its networks and look forward to contributing to their sustained success and growth.”

The pair have been long term partners, last year celebrating the 30th anniversary of their partnership, which began with the launch of MCM Media’s first ever radio show – Take 40 – on FOX FM in 1984. Over 31 years, MCM Media – and Authentic Entertainment in the present day – have produced over 25 different programmes across Southern Cross Austereo (and its prior network configurations), broadcasting up to eight shows a week on their networks at any one time, totalling over 35,000 hours of content.

Southern Cross Austereo head of content Craig Bruce said: “We are thrilled to continue our partnership with Authentic Entertainment, working with their passionate team to deliver more exciting formats and engaging content for radio listeners and music fans across Australia. The stand out shows that Authentic continue to produce form a major part of our schedule and are in step with contributing to our plans to drive the growth of the network in the coming years.”

The first order of business to mark the new partnership will be the launch of a landmark new radio show later this Winter. Further information will be announced in the coming weeks.