END OF YEAR ASSESSMENT - AUDIENCE: RADIO 1

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EXPLAIN HOW POPULAR MUSIC RADIO PROGRAMME TARGET, REACH AND MAINTAIN A VARIETY OF AUDIENCES. REFER TO THE BBC RADIO 1 BREAKFAST SHOW TO SUPPORT YOUR ANSWER [15]


It is extremely important in today’s cultural climate for popular Radio shows to find new and interesting ways to target and maintain their audiences as we are in an age of extreme technological development where Radio is becoming less important to the majority of audiences. Greg James’ BBC Radio 1 Breakfast Show is a good example of a Radio show that has achieved engagement from its 15-29-year-old target audience in a climate where there isn’t much need for radio targeted at teens. Furthermore, as the BBC is a PSB, it is integral that it proves it’s worth to the public, because of its TV license funding.  


Public Service Broadcasters, unlike commercial radio, are free from the pressure of rating-based economics driven by advertising revenue, which is desirable, especially to a young audience who often can’t afford ad-free streaming services. However, BBC Radio 1 still needs to compete for listeners in order to prove it’s still relevant to those paying the license fees, which is difficult when targeting the young audience that the show does – Greg James’ show need to stay fresh and relevant for teens in order to not inadvertently draw it’s listening age up, whilst still adhering to the BBC ethos of entertaining, educating and/or informing listeners in each show. The BBC have the advantage of being able to cross-promote across all its media platforms and they have time to continue investment in content even if listeners are falling in order to draw them back. In 2017, Nick Grimshaw recorded the lowest listening figures for the R1BS since it began, and so it was clearly time for a change.  


BBC 1’s core target audience of 15-29-year-olds are digital natives who are listening to less radio, the number of 16-24-year-olds being reached by radio falling by 15% in a decade. In order to compete with other streaming services, BBC Radio 1 has had to diversify its ways of connecting with audiences to converge with emerging technologies. To do this, they created BBC Sounds an app that acts almost like Spotify or Apple Music but comes under the TV license and runs ad-free, both appealing qualities to the average teen or twixter listener of Radio 1. Furthermore, the BBC has a public duty to promote technological development like BBC sounds to prepare for media convergence, giving the PSB a technological edge over commercial radio programming. Content from the shows is distributed across a range of platforms including BBC sounds, along with access to clips on YouTube, encouraging convergence and engagement with this younger audience who are predominantly the earliest adopters of new social media technologies.  


Engagement with the audience is another established way to get younger audiences interacting with the show and excited about it. BBC Radio 1 has done this in the form of competitions and social media challenges, enabling a wider social outreach for the platform, placing it in the forefront of social interaction for reaching and maintaining young audiences. The shows level of interaction with listeners via social media creates a connection between the audience and the show, giving it a likability and personality in itself. This has been furthered by the convergence of twitter interactions into ad campaigns using the BBC’s cross-media advertising advantages in order to synergize the BBC’s platforms and provide inclusivity for younger audiences where there previously wasn’t. 


In conclusion, BBC Radio 1 as a PSB uses it’s license fee-based revenue along with a public duty to promote technological development in order to move radio into the 21st century and establish its importance among young viewers in a new and interactive environment that remains engaging. 


Good. Missing elements highlighted below but this is a very solid answer with good knowledge. Well Done. [11/15]

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