In December 2009, existing operator Pacific Star Network and
Macquarie Radio Network, the owner of top rating
Sydney talkback radio station
2GB, agreed to create the joint-venture "Melbourne Radio Operations Pty Ltd", to supply radio programming in the Melbourne market. In April 2010, the two signed an interim agreement to launch
conservative talkback station MTR 1377—replacing 3MP on AM radio—to compete against incumbent
3AW. At the station's launch on 7 April 2010, breakfast presenter and Program Director
Steve Price promised the station would be "in your face, controversial, opinionated". Despite or because of this promise, the station failed to attract a stable audience, from its Station Identity Letters becoming universally referred to as "Men Talking Rubbish". The station's office was in Swan Street,
Richmond, in the same location as its sister station, sports-focused
SEN. After ceasing operations, its management claimed it had had little chance of succeeding due to operations being hampered by the station having a low bandwidth and therefore its signal not being able to be received by those living in the outer suburbs of Melbourne. The true reason though for MTR's failure was that its founders had overestimated the potential audience number for its station. ==Closure==