The eighth floor

[Jono]

Radio 2 should be more distinctive, while 6 Music needs to grow its audience according to the BBC Trust, which published the findings of its review into the two stations today.

The review looked at the performance of the two BBC stations, including usage, quality, distinctiveness and value for money.

The key findings were:

Radio 2

Radio 2 was popular with listeners, who believed the station was distinctive. The review welcomed the lack of music overlap between Radio 2, Radio 1, 6 Music and comparable commercial radio stations. It concluded, however, that the station should become more distinctive by adopting a more ambitious approach to non-music content in peak time.

Radio 2's remit is to appeal to all ages over 35. Its under 35 audience has grown significantly over the last 10 years but since 2004 this growth has stabilised. Today some 82% of Radio 2's listeners are over 35, and the average audience age is 50. The review concluded that Radio 2 should maintain this stability but also protect the interests of its older audiences, specifically doing more to target those over 65 years of age.

Radio 2's listeners are loyal to the station, with nearly 5m listening to no other BBC radio, and around 2m listening to no other radio at all.

Radio 2 should provide the peak time audience with more content that the licence fee payer couldn't hear anywhere else.

As an entertainment station, Radio 2 should aim to preserve the aspects of the station which made it popular.

It should also seek to address variances in reach between audience groups - for example the Trust's research showed that ethnic minorities in were less likely to listen

The station should seek to promote the benefits of new technology so that hard-to-reach groups, such as the over 65s, did not get left behind.

6 Music

The review found that the majority of 6 Music listeners thought the station was distinctive, with 82% believing that it offered something that could not be found elsewhere.

It found that over the last four years the station's reach had grown faster than any other BBC digital radio-only service but this growth had been from a low base. This meant that the station was still only reaching 1% of the adult population, and this was compounded by low public awareness, with just 20% of the adult population aware that the station existed.

The review concluded that:

The BBC Executive should make changes to clarify and strengthen 6 Music’s appeal, therefore seeking to attract enthusiasts of alternative popular music from demographic groups which were currently less likely to listen, particularly older listeners

It must do this without diminishing the aspects which made the station distinctive, e.g. a schedule built around celebrating the alternative spirit of popular music.

http://www.musicweek.com/story.asp?sectioncode=1&storycode=1040055&c=1

Surely Zane Lowe is one of Radio 1's biggest assets for specialist music and could provide a big boost for 6Music. But then again, Westwood hasn't been too successful with his 1Xtra show despite being a celebrity face for the station.

[simon38]

6 music seem to employ musicians more than djs at the moment

[MrDoovdeHaxorz]

Who better to know music than true musicians? Granted it doesn't mean they can present... but it'll mean they know the music. I just hope they don't go searching for another John Peel, because if they expect anyone to be that good right away, they are going to be sorely disappointed.

What about Jo Whiley? Surely her time at Radio1 is over or close to it by now?

[The Stig]

What about Jo Whiley? Surely her time at Radio1 is over or close to it by now?

I think Jo moving is more likely than Zane. If I were a BBC Radio boss I'd be moving Jo on from Radio 1 in September and sharing her duties between Radio 2 and 6 Music.

[augusta92]

But do the bbc radio bosses talk to each other?

I thought each radio station was treated as seperately?

[fathomer90]

No not at all- Head of BBC Radio would discuss Jo Whiley move as part of an "overall strategy" for BBC Music radio.

Departures and moves within BBC Radio can be planned up to five years in advance...Mark Radcliffe knew he was moving to Radio 2 at the back end of 2001, didnt actually go to March 2004. Same kind of timespan with Mayo.

[me_54m]

Also 6music is Radio 2's sister.

[Dave1]

But then again, Westwood hasn't been too successful with his 1Xtra show despite being a celebrity face for the station.

You've hit the nail on the head.

I'm sure the vast majority of radio listeners still listen on fm and as 6music is still a digital station until the radio 'digital switchover' does happen supposedly in 2013 and people can access the station easier it doesnt matter how amazing the line up is...people still won't be able to listen, even if they wanted too...

[Lucie]

Please don't say that

[Dave1]

Please don't say that

Was that directed at me Lucie ?

[DC]

Mark Radcliffe knew he was moving to Radio 2 at the back end of 2001, didnt actually go to March 2004. Same kind of timespan with Mayo.

i think that was probably more of a conclusion in mark's own mind than anything else, as he watched radio 1 turn from what it was in the 90's to the celeb station it is today.