Radio 1 Assessment

Radio 1 Assessment

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The UK radio industry is in a state of continuous decline, and has been for the last 15 years. According to the latest RAJAR data, the BBC has a listening share of 43% of the total surveyed area, whereas all commercial stations are only responsible for 54%. As a public service broadcaster, the BBC are funded from or by license payers at £159 per year. This gives the BBC several competitive advantages over the commercial competition, such as having no adverts and the ability to create unique content that does not conform to commercial pressure. In order to be recognized as a PSB, the BBC must conform to the Reithian values: inform, educate and entertain. Radio programmes are under political pressure, as music has a low cultural value and could be seen as not conforming to these values. To combat these accusations, the BBC, especially Radio 1, have turned their attention to live music such as The Live Lounge to fulfil these values.

The Radio 1 Breakfast Show in particular has struggled to meet these values. For instance, to adapt to the changing habits of a 'digitally native' audience, the Breakfast Show is adapting to include short-form interviews and games on their YouTube channel. Games like 'sit down, stand up' may be interpreted as purely for entertainment, and not fulfilling  the other Reithian values. Likewise, the huge salaries of their hosts - such as £394,000 per year for Greg James - also leads others to question whether this is where license payer money should be going. However, the Breakfast Show combats this by including news segments every 30 minutes and a variety of guests that fulfils OFCOM's requirements for a PSB to reflect the diversity of their audience.

Plan

Radio in decline
Cross digital convergence making the radio more accessible (advertises elsewhere)
Playing a certain genre of song to appeal to target audience
BBC share of 43%
Majority of people listen digitally

Host of breakfast show must be in target audience
Song committee chooses appealing A-list, B-list, C-list songs
Family Friendly
Including audience in certain segments to keep them engages and make it appealing to them
15-29 audience

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