Gold 104.3 is an adult contemporary station in Melbourne and is owned by Australian Radio Network. The station started its life as 3KZ and was Melbourne's third commercial station launching in 1930.
3KZ was considered as one of the old guard of Melbourne radio. It was patriotic with its "I Love Melbourne" tag line. 3KZ format was hits and memories.
In 1990, 3KZ along with 3TT (now KIIS 101.1) converted to FM. Its hits and memories format was too broad with the other commercial FM stations - Triple M, Fox FM, TTFM - offering their targetted formats. In 1991, KZFM changed to classic hits with a name of Gold 104FM to reflect the new format.
In 1994, Gold 104FM was bought by Austereo who already owned Fox FM. Soon afterwards Austereo bought Triple M. With the "2 station rule", Gold was sold to Australian Radio Network and the station adjusted its name to Gold 104.3.In 2015, its sister station Mix 101.1 switched to a top 40 station and renamed KIIS 101.1. Gold 104.3 has adjusted to adult contemporary to fill the void.