enabled presenters for the first time to broadcast phone conversations with members of the public. In November 1968 2SM reverted to an all music format. In 1969 2SM aggressively fought to regain the youth audience it had lost to 2UW. During 1970 2SM established itself as one of the most promotionally active and innovative commercial stations. Rod Muir successfully transplanted the American "More Music" format to Sydney, making minor adaptations for the Australian market. With stringent format policies applying to music flow, commercial content, what announcers said and the placement of jingles, 2SM redefined the whole premise of music based radio in Australia. Key to the More Music philosophy was a strictly limited, high rotation play list of around 30 songs and which at peak times reputedly included as few as 15 songs in one three-hour shift. The new format had several significant effects. First and foremost, it brought to an abrupt end the days of the true "personality" DJs, as exemplified by 2UW's Ward "Pally" Austin and 3XY's legendary Stan "The Man" Rofe. The rigid formatting restricted the on-air presentation, replacing it with a highly affected, American-style presented by a largely faceless and interchangeable roster of "rock jocks". But even more significantly, the "More Music" format took programming decisions out of the hands of DJs and put them into the hands of consultants and back room programming executives. From around 1970 until the mid-1980s, 2SM dominated Sydney commercial radio. At its peak in the late-1970s it was the highest rating and most profitable station in the history of Australian radio. It epitomised and defined commercial AM Top 40 radio practice around the country for fifteen years and long after 2SM itself lost popularity, its successful programming formula was still influencing its FM band successors. The introduction of new AM station, 2WS, in 1978, and FM stations 2Day and Triple M at the start of the 1980s saw 2SM's glory days end. In the early 1980s the station retained reasonable ratings with contemporary music formats and slogans such as "More Music", "Rock of the 80s" and "The Power". In 1988 the station dropped its Top 40 format as well as the 2SM brand when it became "Lite & Easy 1269". Its final rating as a Top 40 station had been 6.9%. The years since have seen its format undergo numerous changes, including easy listening and country formats (KICK AM). The