Magic 1278 (official callsign: 3EE) is a commercial radio station in Melbourne, Australia owned by Nine Entertainment, and run under a lease agreement by Ace Radio.

3XY began broadcasting on 8 September 1935, the original licence being held by the inaugural United Australia Party (and later the Liberal Party). [Rival station 3KZ was licensed to the Industrial Printing Co. Ltd. for and on behalf of the Victorian Labor Party. However, from commencement, 3XY's programs were provided by Efftee Broadcasters Pty Ltd, a subsidiary of Efftee Studios, who were the first in Australia to produce sound films. Efftee was owned by Frank Thring Sr., father of internationally renowned actor Frank Thring Jr. Frank Thring Sr. died of cancer on 1 July 1936, and Efftee Studios and Efftee Broadcasters were inherited by his second wife, Olive. Nevertheless, Frank Thring Jr., who was only 10 year's old when his father died, often referred to himself as the proprietor.

Tom Holt, the father of the future Prime Minister of Australia, Harold Holt. was in control of Efftee Studios at this time and Frank Thring Sr. appointed him as the first manager of 3XY. 3XY originally broadcast from studios in the former ballroom at the top of the Princess Theatre, Melbourne, but in the early 1960s, the station moved to purpose-built studios in Faraday Street, Carlton; this was the first of a number of subsequent relocations.

Like virtually all broadcasters prior to the introduction of television in Australia and the invention of the transistor radio, 3XY broadcast a variety of programming styles; theoretically providing something of appeal to all its prospective listeners. The station's original slogan The Quality Station was taken seriously by management, who tried to produce programs which they often perceived as being superior to similar programs being produced by rival stations.

3XY was the last commercial radio station to come on air in Melbourne until 3MP began broadcasting in 1976, 41 years later. By the time 3XY began broadcasting in 1935, most listeners had established their broadcasting patterns and they often continued to listen to 3XY's rivals, which is usually seen as the reason why 3XY was very low in the ratings for some decades. Despite generally low ratings, there were a few popular programs, including the children's session sponsored by Peters Ice Cream, One Man's Family, Raising a Husband, etc. The station also produced some top class live variety programs with artists of the calibre of Stella Lamond; Doug McKenzie; Helen Reddy, Max Reddy, Leslie Ross, etc.

Frank Thring Jr. started his career as both a thespian and radio announcer at 3XY in 1941, as a young man of 15. His numerous jobs at the 3XY microphone included being Uncle Frankie in the children's session. Thring's acting career, whilst mainly centred around the Melbourne theatre scene, also included periods in London and Hollywood.

The late Bert Newton grew up in the Melbourne suburb of Fitzroy where he became a scout[1]. His first broadcast in a radio, television and theatrical career that spanned nearly 60 years was in the 3XY program Scouting Around, hosted by Tom Jones. In the mid-1950s, Newton presented the 3XY midnight-to-dawn program. He returned to the station in the early 1970s (see below).

Because of the lack of listeners, 3XY did not get as much advertising revenue as some of its rivals, but this was, in part, compensated for by the broadcasting of many sponsored religious programs, particularly on Sunday afternoons, as well as sponsored non-English programs, mainly Italian. At the time, 3XY had to comply with an Australian Broadcasting Control Board regulation that required anything broadcast in any foreign language to also be translated into English.