The BBC Radio 1 breakfast show uses a
variety of strategic ways in order to reach and target their audience. For
example, they have quizzes that are only heard if you listen to the breakfast
show. Therefore, people who are intrigued/interested in the quizzes
would have to listen multiple times to the breakfast show in order to find out
the answers to the quiz. Also, they do a segment called 'unpopular opinions'
where the listeners of the show share the opinion on certain topics that
would normally be disagreed by the majority of people if asked.
The target audience for the Radio 1 breakfast show is 15-29-year-olds
and this is very evident on the music that is played. Meaning that the songs
played are used to target different social groups (e.g. edgy songs for edgy
people etc.). A mix of contemporary music and speech is used in order to engage
people to the show. Radio 1 have been suffering because their core
audience began turning away from live radio. A main reason for this is the use
of streaming services (like Spotify). As the years have gone on, there have
been technological advancements allowing younger generations to access the
internet and social media. Nowadays, the target audience of the radio spend a
lot of time on their phones which is why they are so used to doing things that
include their phone. Hence, why the radio is listened to a lot less than it
would be if phones were not as popular. Due to the audience being British, predominantly
British music is played (53%) and so this is a way that emphasizes the country’s
pride in our good music and artists.
BBC Radio 1 has had a change in
presenters since they began. Currently, Greg James is the presenter of BBC
Radio 1 since the 20th August 2018. He has brought a lot to the show
for the short amount of time he has hosted. Since he took over Nick Grimshaw,
James has brought higher statistics/ratings to the show. He has done this
by engaging with the audience a lot more within the radio everyday by playing
quizzes and little games to add a sense of fun to the show. These games
include: 'Unpopular Opinions' - where he gets 5 people from the audience on the
line to give an unpopular opinion, 'Jan Slam' - where every day in January,
they hosted this where you have to answer a few questions and text into the
show (resulting in a prize every day, like tickets to sports games/festivals)
and '10 Minute Takeover' - where Greg James chooses 3-4 people who are
listening in to choose any song to play on the radio. Consequently, Greg James
has made the audience go up by 240,000 people since Nick Grimshaw hosted the
show. He is a very significant part and reason as to why Radio 1 is now
becoming more successful again. Even though Greg James and Nick Grimshaw have
both brought their own element to BBC Radio 1, Greg James has had more
views/listeners. Nick Grimshaw took over in order to try and influence people
of aged 30+ to tune in to the show and view/listen in. However, there were less
viewings from his takeover and when Greg James then took over, he stuck with
the original 15-29-year-old audience and consequently, made
the statistics increase again. One of the games that BBC Radio has done is
‘Pass the pasty’. This game was created because a caller in mentioned that she
had never had a pasty before and so a pasty was then passed all around the
country from Cornwall all the way to Scotland. This is a great example of how
the radio interacted/engaged with its audience as many people participated in
order to drive the pasty to its destination.
Radio 1 uses a strategy referred to as the 'trail of breadcrumbs'.
This is a strategy that is used by the radio in a way of recognising what he
audience wants. They do this by monitoring comments and feedback on all
platforms (including YouTube and Instagram etc.). This aids in keeping the
content relevant to their target audience. All of the social media advertises the
radio station and publicises the great content that they have. Not only do the
comments and feedback help with the number of viewers, but when people share
posts on platforms like Facebook, it is a very quick way for the radio station
to spread news to draw more people in.
The news is broadcasted every half an
hour where things like Brexit, other political debates and crimes are
discussed. As well as this, they talk about personal stories and celebrities in
order to interest everyone.
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