The Sea FM brand name and logo was created by Gold Coast Broadcasters Pty Ltd for one station - 90.9 Sea FM - after the Gold Coast was granted a new commercial FM licence. 90.9 Sea FM began broadcasting in 1989 with programming consulted by Austereo. The original Sea FM on-air line-up was a strong team of experienced Announcers, many having made their name previously in capital city radio including - Craig Bruce & Sammy Power, Ian 'Lofty' Fulton, Grahame "Durry" Rodgers, Sue Moses, Gregg Easton, Joe Miller, Dean Miller and Simon Franks. In the same year the Gold Coast's existing AM station 4GG was granted permission to convert to FM as 92.5 4GGG. In the early 1990s Gold Coast Broadcasters purchased KROQ and also Sunshine Coast Broadcasters' 92.7 Mix FM on the Sunshine Coast in 1995. The Sunshine Coast's 91.9 Sea FM was subsequently launched as a supplementary licence. Gold Coast Broadcasters later became known as RG Capital with financial backing provided by Australian Media Tycoon Reg Grundy. With the further purchase of existing radio stations and the launch of newly granted supplementary FM licences, RG Capital expanded the Sea FM brand name and logo throughout Queensland, New South Wales, Victoria and Tasmania. In 2004, RG Capital sold their regional stations to Macquarie Regional RadioWorks. Following RG Capital's purchase by Macquarie Regional Radioworks, RG Capital's FM stations in Victoria were rebranded to Star FM. In 2013, the Grant Broadcasters owned and operated 99.7 Sea FM in Scottsdale, Tasmania dropped the Sea FM branding and relaunched as Chilli FM, bringing it in line with sister station 90.1 Chilli FM Launceston. Also in 2013, Southern Cross Austereo offloaded both Sea FM and Mix FM on the Sunshine Coast to EON Broadcasters who paid $17.7million for the stations in a forced sale following a technical breach which occurred in 2011, when the Austereo and Southern Cross networks merged. The merger resulted in the same company owning too many radio assets in a region where two markets overlapped, prompting the Australian Communications and Media Authority to force the company to sell two of its assets. In February 2016, Southern Cross Austereo owned and operated 100.9 Sea FM in Hobart, Tasmania dropped the Sea FM branding and relaunched as Hit 100.9, bringing it inline with other stations to the Hit Network. It was announced in September 2016, that all Sea FM stations would be rebranded in December 2016 to hit branding. However, the company decided that the flagship Sea FM station on the Gold Coast & Sea FM Central Coast in Gosford would retain the Sea FM name but adopted the brand and feel of the Hit Network, including the elements of the Hit logo. While Sea FM in Maryborough dropped the name in favour of hit101.9 Fraser Coast, the station in Bundaberg retained the name of Sea FM as changing to Hit Network branding, such as hit93.1, would have been too similar to Hitz939, the existing Grant Broadcasters station in Bundaberg which has been broadcasting to the Wide Bay region since 1993. The Sea FM station on the Sunshine Coast also retained the Sea FM branding, as it is no longer part of the Southern Cross Austereo network and therefore didn't partake in the Hit Network re-branding. On 12 July 2019, SCA announced the Gold Coast’s Sea FM would rebrand becoming Hit90.9 from 29 July 2019, bringing all their remaining Sea-branded stations under the 'Hit' brand.
Programming
The network's stations are aimed at the under 40's section of the market, playing Top 40 and popular music. Most stations provide local breakfast and daytime programming, and also include a variety of networked programmes.
