SCA is making a major play for more young ears on Sydney's 1041 2Day FM, with the radio station relaunching today with a new music-forward proposition that promises to deliver the hits 'before they hit', and a guarantee to play more new music than any other commercial radio station in the market.

The shift, which pits the network against defacto youth station Triple J (but with ads), comes with commitment to championing local emerging artist and global chart-toppers with a new music-forward proposition.

It represents the most substantial format overhaul for the station in over two decades, tying into a broader strategy to cater to younger music lovers and creators, who have been perceived as underserved by existing commercial radio offerings.

The revamped format will feature a diverse range of artists, including Troye Sivan, Doechii, The Kid LAROI, SZA, Kita Alexander, Kendrick Lamar, Dom Dolla, Sabrina Carpenter, Young Franco, Drake, Billie Eilish, Tobiahs, and CYRIL.

The launch of the new format is supported by a social-first marketing campaign and outdoor creative initiatives across Sydney.

SCA Chief Content Officer, Dave Cameron, said: "Sydney is craving something fresh and relevant and that’s exactly what we’re delivering.

"In a city saturated by old shows with old voices, all doing the same old dirty gear, and playing the same old songs day after day — without supporting new music and new artists — 1041 2Day FM is stepping up with a format that’s forward-thinking, energetic, and focussed on bringing exciting new music to listeners, alongside exciting new voices at breakfast."

The station's breakfast offering has also been revamped with "The Jimmy & Nath Show with Emma," which now features Emma Chow in a full-time role. This change is part of the station's broader overhaul, aiming to bring new voices to the forefront of its programming.

"Younger music lovers and creators have been left behind, but that changes today with our guarantee to play more new music than our competitors," said Cameron. "Take a listen to 1041 2Day FM from today, and you’ll hear something unlike any other Sydney station."

Listeners can access the new programming by tuning in via 1041 FM in Sydney or by streaming live through the LiSTNR app. The Hit Network, which includes 1041 2Day FM, is Australia's largest radio network, comprising 50 FM and DAB+ stations. The network targets an audience aged 25-54, with a skew towards female listeners.