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Melbourne will get a new talkback radio station in 2010, when 3MP drops its long held easy music format. Targeted to go head-to-head with market leader 3AW, and to a lesser extent, the considerably more moderate 774 from the ABC, 3MP will hire the high-profile Steve Price from Sydney's 2UE as program director and breakfast announcer, along with the conservative Herald-Sun writer, Andrew Bolt.

The end result, however, may simply be to split 3AW's audience, and leave the ABC's 774 Melbourne at the top of the ratings.