Search This Blog

Thursday, 31 January 2013

It's Grim down south.

I'm not a fan of Radio 1.
It's decades since they aired any shows that I would be interested in listening to.
I can live with it moving on though.
The old making way for the new so to speak as it's the natural progression of things.
You can't halt time.
Everyone is aware that the shows that they air aren't really looking to draw in a 40 something who describes himself as music lover, and that's as it should be.
As the BBCs flagship radio station it's remit is to aim the content at a younger, and far hipper, audience.

But is that working for them?

This morning I read an article that was highlighting how the big hitter in their schedules that is The Breakfast Show has lost 500,000 listeners since the younger, and slimmer, Nick Grimshaw replaced the older. and cuddlier. Chris Moyles.
Half a million listeners gone in a year.
If every listener was a tenner then the programmer would be on the deck of the ship shouting women and children first.

The figures were already on the slide prior to Mr Grimshaw taking over, but his arrival did nothing at all to put the breaks on, and people are still apparently jumping ship at a rather alarming rate.
I would hazard a guess that the powers that be looked at the slight decline under Moyles and thought a fresh voice would attract a younger audience as maybe the bright young things weren't engaging with him any more.

They were probably right about the younger audience looking for their kicks elsewhere, but they were lost to their ipods and breakfast television rather than another radio station.
So what they were left with was Grimey Shaw grating on the nerves of the listeners who where either commuting to their work, or just about to indulge in their first dip into the corn flake bowl.
Not an attractive option for anyone out of short trousers.

On the plus side they are stating that there has been a rise in the 15-25 age group listening in.
The 15-25 group sounds like a holiday package booze cruise, but I digress.
Nearly a quarter of a million all in is what they say, but if they are down half a million, but gained a quarter then doesn't that mean that they actually lost three quarters of a million listeners and then clawed back a quarter?

So who were the approximately 750,000 that have walked away from the Breakfast show in the last twelve months?
I'll hazard a guess and say it was mainly people over twenty five.
The rise of listeners to Chris Evans on Radio 2 by virtually a million seems to lend credence to them not leaving radio, but instead that they simply migrated to another show that airs on what used to be Radio 1s poorer cousin.
Remove the happy clappy spin from the BBC about attracting a younger audience to Radio 1 and behind it there must be a sigh of relief that the migrating listeners didn't wash up on the shores of another radio station that wasn't sheltered under the BBC umbrella.

This has got me thinking though.
If Radio 1 lends itself to being number one, as in the best, then wouldn't it have lost it's crown to Radio 2 by now.
Maybe if the BBC treated the stations like football teams then we would see radio 1 being relegated in the league tables with Grimshaw and his team having to look at a drop in their wages to reflect their newer and less lustrous position.
If the BBC really want to give the people what they want then that's the majority, and it would seem to be that they are all on Radio 2 now.

No comments:

Post a Comment