Something that gets a lot of complaints on here in recent times is Radio 1's seemingly ageist attitude when it comes to its playlist - dropping acts like Kylie, Robbie Williams and Madonna because they are not "cool" (according to forumers). Something people rarely acknowledge in these discussions is that Radio 1 has a target market in terms of age and is under pressure to reach that target. The playlist is a defining factor of any station, so it's understandable that it's used as a tool to help appeal to the people Radio 1 want to appeal to, and drive away the people they don't. Kylie isn't something young people need to hear but old people do want to hear her, so shoving her to Radio 2 serves to lower the average age of listeners, no?

 

In any case, the policy has of course not been successful - we've all seen that one post about the average age of Radio 1 listeners being 32, despite its playlist manipulation to try and attract a more youthful audience. To me it seems clear that they would need to take a far more extreme stance if they're to achieve their target - cut out absolutely everything except generic dance and remove 90% of the talk. Essentially, Radio 1 would need to become Capital on steroids. But that's not profitable for them either - the station may become horrid enough to drive everyone with 20 years or more away but would it bring in enough younger listeners to compensate? Not likely.

 

So, should Radio 1 change their age target? It would help reduce the ageism of the charts, making it easier for acts who appeal to an older generation to remain relevant to the youth of today (and thus the singles chart). It would also reduce pressure on the playlist to play a certain style of music, etc. I know a lot of people hate Radio 1's apparent discrimination against artists once they reach the age of 40 but also in a non-biased view I think giving up on being a youth station would be good for the charts - having them manipulated by the most influential radio station in the country trying to chase a certain demographic isn't what I would call healthy. And the BBC could always start a new station that aims to appeal to young people from the start, rather than trying to turn a station with an average listener age of 30+ into... well, a teen station.

 

Thoughts?

The problem is there is no alternative for 30 year olds to listen to. Do the BBC really expect them to turn to 6Music/Radio 2 at that age? My mum listens to R2 and my dad 6Music, and they're in the 45 - 55 age range.

 

What I think should happen, change the target audience to 20 - 40 year olds, then they'd fit the target market perfectly as the average age is 32. Young people don't listen to the radio anymore, when they have easy access to any song they want - whereas older people like radio more (this is why R2/R4 get the most listeners) and many people in that age range will have cars and want something to listen to on the drive. The desperate attempt to get teenagers to listen to R1 is simply not working. If they must get rid of older listeners then either make a new station that they'd actually want to listen to (not Radio 2) or change the target audience like I suggested. Then they will keep listening figures up and be on target rather than trying to cater for people who generally don't listen to radio anymore

I think attracting a younger audience is always going to be a challenge. Radio is just becoming increasingly irrelevant to an audience like that in this day and age, where streaming is becoming a prominent force. So in that respect, I guess 15-29 does seem a big ask.

 

Co-ercely though, I like that Radio 1 support up and coming acts that you wouldn't hear on 'adult' stations like Radio 2 or chart friendly stations like Capita. I'd hate for that to be lost because the music is 'irrelevant' to that age range as there's not really a commercial radio station that would cater to their needs.

 

I think it would solve some problems, but would also create some new ones if I'm being honest. I do agree though that 15-17 year olds is a bit too much to ask these days.

Edited February 24, 201411 yr by Chez Wombat

Tbh radio 1 playlist songs that are more unique than the likes of capital whereas younger people tend to repeatedly listen to the same songs (eg trumpets, into the blue).'they just need to largened their playlist so that they can have a mixture of songs such as figure 8 and songs like born this way. It'll help to bring in the more teenage listeners whilst keeping their station playing up and coming artists' songs whilst becoming a bit more chart friendly

Edited February 24, 201411 yr by vivek

I don't see why they need to be so age focused! I'm 23 and probably would listen to radio 2 over radio 1, yet my Mum is 58 and would easily pick Radio 1 over 2 :mellow:

And the BBC could always start a new station that aims to appeal to young people from the start, rather than trying to turn a station with an average listener age of 30+ into... well, a teen station.

 

Thoughts?

A new station doesn't seem to be a bad idea, but the problems I could think of with making another station is the target listeners and age for Radio 1 and the new station and how they are gonna handle both stations. Also, the financial difficulties that may happen to keep a new station (or other existing stations) alive and the content (interviews, stories, etc.) for the radio stations. In other words, there may not be enough for them to make another station or they would make financial losses in the long term.

 

They don't need to change the age policy I think, they should probably change the DJs (they're probably why the average listener is over 30) or change what DJs do (while keeping their personalities). But then, I'm not very knowlegable at how radio stations work. And I think Radio 2 has good amount of listeners too,

Edited February 24, 201411 yr by FM11

I actually think generic dance (like the current Tiesto and Zedd songs) is one of the things that keeps older listeners. Heart FM plays this kind of music as well, you can heart songs like Only Girl, Dynamite, Wake Me Up, Titanium, We Found Love, etc. on Heart FM and other adult contemporary stations, so clearly it appeals to the over 40s. Also some of the ballads. For example Birdy is very young, but her songs are adult contemporary for definite. Even if she's a teenager, she probably shouldn't be playlisted on Radio 1 (maybe just occasional plays).

 

I'm not sure what Radio 1 can do to get its age group. I imagine some of the radio stations that have the youngest listeners are pirate radio stations, so perhaps Radio 1 could take notes from them (even if they're illegal). But realistically teenagers and people in their 20's don't listen to the radio very much in the first place, so if Radio 1 ever does manage to successfully target its age group, its ratings will go way down.

 

Capital FM is in the same situation, its audience are a lot older than the age its targetting, but Capital FM isn't funded by the public like the BBC stations are, so they won't be under such pressure to appeal to younger listeners.

 

And I think Radio 2 has good amount of listeners too,

 

Radio 2 is the most listened to radio station in the country I think!

Edited February 24, 201411 yr by Eric_Blob

I actually think generic dance (like the current Tiesto and Zedd songs) is one of the things that keeps older listeners. Heart FM plays this kind of music as well, you can heart songs like Only Girl, Dynamite, Wake Me Up, Titanium, We Found Love, etc. on Heart FM and other adult contemporary stations, so clearly it appeals to the over 40s. Also some of the ballads. For example Birdy is very young, but her songs are adult contemporary for definite. Even if she's a teenager, she probably shouldn't be playlisted on Radio 1 (maybe just occasional plays).

 

I'm not sure what Radio 1 can do to get its age group. I imagine some of the radio stations that have the youngest listeners are pirate radio stations, so perhaps Radio 1 could take notes from them (even if they're illegal). But realistically teenagers and people in their 20's don't listen to the radio very much in the first place, so if Radio 1 ever does manage to successfully target its age group, its ratings will go way down.

 

Capital FM is in the same situation, its audience are a lot older than the age its targetting, but Capital FM isn't funded by the public like the BBC stations are, so they won't be under such pressure to appeal to younger listeners.

 

Everyone I know listen to capital rather than radio 1 but I agree with your post. The only things I can think of is hiring younger Djs and expanding their playlist (like they could have a D-List)

Edited February 24, 201411 yr by vivek

The problem is there is no alternative for 30 year olds to listen to. Do the BBC really expect them to turn to 6Music/Radio 2 at that age? My mum listens to R2 and my dad 6Music, and they're in the 45 - 55 age range.

I think you hit the nail on the head here, there's just too big a gap between who Radio 1 wants to appeal to and who Radio 2 appeals to. I know they're making some effort to make Radio 2 appeal to a somewhat younger audience but it's very much baby steps and other radio stations fill the "not quite middle-aged but not young either" range. Nobody's going to switch to a new radio station because it plays one or two acts they like among a mountain of stuff they don't want to hear.

The one thing they're not going to do is add a new station. Remember, it wasn't that long ago when they wanted to drop two, and I don't expect the BBC finances have improved significantly since them

The problem isn't the radio station, it's the fact that more young people don't listen to the radio anymore.

 

And if they do, then their choice will be commercial radio stations, because they will usually play songs that are well known and have catchy hooks instead of focusing on breaking new acts.

The problem isn't the radio station, it's the fact that more young people don't listen to the radio anymore.

 

And if they do, then their choice will be commercial radio stations, because they will usually play songs that are well known and have catchy hooks instead of focusing on breaking new acts.

So do you think they should give up on attracting a younger audience?

 

It seems an obvious lost cause, it's strange the BBC don't see that.

There doesn't seem to be a radio station out there for me at age 25. I feel increasingly alienated by Radio 1 and yet tried Radio 2 and it does seem a bit too old for me.

The remit of Radio 1 is to entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech. Its target audience is 15-29 year olds and it should also provide some programming for younger teenagers.

 

Their hands are tied by the BBC Trust. They are certainly trying very hard to fulfil their remit but for reasons mentioned above they aren't going to succeed in bringing down the average listener age. Does that mean they should give up trying? Well logic would state yes but I suspect the BBC Trust won't allow them to.

Their hands are tied by the BBC Trust. They are certainly trying very hard to fulfil their remit but for reasons mentioned above they aren't going to succeed in bringing down the average listener age. Does that mean they should give up trying? Well logic would state yes but I suspect the BBC Trust won't allow them to.

Perhaps the BBC Trust need a reality check...? If they're continuously failing to meet their targets it is perhaps time to accept it is not possible.

Perhaps the BBC Trust need a reality check...? If they're continuously failing to meet their targets it is perhaps time to accept it is not possible.

Why? At the point when they no longer provide a unique public service (and what results from their attempts to fulfil that remit distinguishes them from basic commercial radio) there's no longer any need for it to be publicly funded. What reason would there be to give up on attempts to provide a radio service targeted at 15-29s just because it's moving downwards slowly rather than tomorrow?

Why? At the point when they no longer provide a unique public service (and what results from their attempts to fulfil that remit distinguishes them from basic commercial radio) there's no longer any need for it to be publicly funded. What reason would there be to give up on attempts to provide a radio service targeted at 15-29s just because it's moving downwards slowly rather than tomorrow?

Because there is a huge gap between where Radio 1 and Radio 2 are currently at. Radio 2's average listener age is 50 and is not expected to get any younger. Radio 1 has a huge amount of leg room to work with as regards its target market and trying to force it into a narrower age group than it is currently in is actually reducing the scope of its service. Why target 15-29 when Radio 2 targets 35+ and is on average wildly above its minimum target?

 

Trying to push down the age Radio 1 is appealing to just seems pointless (considering the position of Radio 2) and currently appears fruitless.

Because there is a huge gap between where Radio 1 and Radio 2 are currently at. Radio 2's average listener age is 50 and is not expected to get any younger. Radio 1 has a huge amount of leg room to work with as regards its target market and trying to force it into a narrower age group than it is currently in is actually reducing the scope of its service. Why target 15-29 when Radio 2 targets 35+ and is on average wildly above its minimum target?

 

Trying to push down the age Radio 1 is appealing to just seems pointless (considering the position of Radio 2) and currently appears fruitless.

 

Agreed, and I don't see what its target age of audience would compromise its ability to provide a unique pubic service - I mean it does this by broadcasting over 60 hours of specialist music each week!?

I am 14 and still listen to radio a lot. I think capital is absolutely abhorrent due to the absolute limited availability of genres (IT'S ALL DANCE POP!!) and the fact that it is terrible genre that it is limited to.

They also are really bad at promoting any new artists as all they care about is getting listeners and for some reason half of the uk seems to have fallen in love with generic dance pop.

I also hate capital because its bad at promoting new indie acts.

 

Enough about capital, what I'm getting at is that radio 1 covers an absolutely massive range of genre from pop to dance to rock to indie and helps to promote new artists very well, much better than capital anyhow.

I do agree that they shouldn't push for a younger age range though, keep at the wide variety of music and it will substantially improve figures over time especially with the promotion of new artists helping them to take off, widening the spectrum of avalibility for genres and people and widening radio 1's appeal as the rising artists fame is build into their brickwork.

Kylie isn't something young people need to hear but old people do want to hear her.

 

I'm not sure I like being classed as 'old', just because I want to listen to Kylie - I'm not quite ready to get my free bus pass yet... :P