Former Geelong Broadcasters boss to lead SEN’s country radio charge

Andy Mathers has been appointed to the newly created role of Regional Victoria Commercial Director at Sports Entertainment Network (SEN), strengthening the broadcaster’s reach across the state’s growing country markets.

Mathers, who grew up in Cobram and Barooga and now lives in Geelong, is a well-known radio leader with nearly 30 years’ industry experience. He previously served as General Manager at Geelong Broadcasters, overseeing K rock and bayFM.

“I’m super excited to join SEN at such an exciting time,” Mathers said.

“Regional Victoria has a passionate sporting audience, and we’re committed to delivering content and commercial opportunities that reflect and support our communities.”

Mathers will oversee SEN’s expanding regional portfolio, including SEN Geelong, SEN Ballarat, SEN Bendigo and now SEN Goulburn Valley 1260am, which goes live on September 1. The new station will replace SEN Shepparton on the app and service listeners across Shepparton, Benalla, Seymour, Kyabram, Cobram, Mansfield and nearby towns.

The launch of SEN Goulburn Valley follows SEN’s acquisition of Racing and Sports Network (RSN) assets, and will combine national sports programming with strong local racing and regional content.

Listeners in the region will now be able to hear flagship shows like Breakfast with Garry and Tim on the AM dial, including in co-host Garry Lyon’s hometown of Kyabram.

Craig Hutchison, CEO of SEN, said the regional strategy is about strengthening community connections through sport.

“This region is rich in sporting culture, and we’re committed to delivering a mix of national and local content that truly resonates with the community,” Hutchison said.

For Mathers, it’s a return to where his passion began.

“I grew up listening to 1260am. That’s where my love of radio and media started. SEN Goulburn Valley is just the beginning,” he said.

SEN Goulburn Valley 1260am will be available on-air and via the SEN app and website from September 1.