BBC Trust Review of Music Radio Stationsdownloads.bbc.co.uk/.../audience_research.pdf · stimulus...

1

BBC Trust Review of

Music Radio Stations

Final Report of Qualitative

Research

March 2014

Research carried out by:

2

TABLE OF CONTENTS

Background ............................................................................................................ 3

Objectives .............................................................................................................. 4

Methodology and Sample ....................................................................................... 5

Executive Summary ............................................................................................... 7

Music radio landscape ............................................................................................ 9

Framework for Evaluating BBC music radio stations ........................................... 15

BBC Music Radio Portfolio .................................................................................... 18

Radio 1 ................................................................................................................. 22

Radio 1Xtra .......................................................................................................... 32

Radio 2 ................................................................................................................. 42

6 Music ................................................................................................................. 52

Radio 3 ................................................................................................................. 62

Asian Network ...................................................................................................... 75

Contact Details ..................................................................................................... 86

Appendices…………………………………………………………………………………..…….87

3

BACKGROUND

The BBC Trust’s responsibility is to ensure that licence fee payers get the best out of the

BBC. To ensure this happens, each BBC service has a service licence which details what is

expected of it as well as how it should deliver against the BBC’s Public Purposes. The BBC

Trust must review each service licence in depth once every five years, assessing in detail the

performance of the services as well as considering future improvements that reflect

audience needs.

At present, one of the BBC Trust’s primary areas of work is to undertake a detailed review of

its music radio services: Radio 1, Radio 2, Radio 3, Radio 1Xtra, 6 Music and Asian Network.

The aim of this review is to understand the extent to which BBC music radio stations deliver

against their public service objectives.

In order to carry out this review, the Trust commissions research, undertakes a public

consultation and canvasses opinion via the Trust’s Audience Councils. All three elements will

feed into a published report. This document outlines the findings from the audience

research, a qualitative research study that was carried out by Sparkler in quarter four of

2014.

4

OBJECTIVES

Overall Objective

To assist the BBC Trust in its review of the BBC’s music radio services.

Research Objectives

1. To understand why music radio is important to audiences at the moment

and what is changing.

i. Who are the audiences and what value do they get from radio?

ii. How are audience needs and expectations changing?

iii. What are the audiences’ future needs likely to be?

2. To understand to what extent BBC music radio services are delivering

against their service licences.

i. Do the BBC music radio services appeal to a broad range of audiences?

ii. Do the BBC music radio services sufficiently meet the needs of its audiences?

iii. Do the BBC music radio services deliver against the Public Purposes and

remits?

iv. Are the services high quality and distinctive?

v. Do the stations support a wide range of music genres (including live, UK and

new music)?

vi. How does speech contribute to perceptions?

vii. Are there any misperceptions or barriers to listening?

viii. Do the services sufficiently reflect the audiences they are designed for?

ix. Are there any perceived service overlaps?

x. How well placed are the services for the future?

xi. How do people evaluate BBC music radio as a whole?

5

METHODOLOGY & SAMPLE

To meet the objectives outlined, we developed a multi-stage methodology that allowed us to

speak to as many people as possible, ensuring we had a valid, robust and fair sample across

audience groups. In total, this approach allowed us to speak to 384 consumers qualitatively,

via online and offline methodologies.

1. Extended project scoping session

We held a 2-3 hour scoping session with key stakeholders from the BBC Trust. Coming out

of the session, we had agreed on the best approach to evaluate each radio service as well

the most important criteria for each service. In addition, we were able to reach agreement

on terminology, as well as key content that would be used as part of the pre-task and for

stimulus during the Audience Workshops.

2. Voices from the Crowd

With the focus of the project agreed, this was our first stage of audience research.

The objective of this stage was to get an initial understanding of the perceptions of each

BBC service and the extent to which they deliver against key performance criteria.

We conducted an online methodology that allowed us to speak to a sample of 300 people in

total. The sample was split evenly between the six services.

3. Service Familiarisation Pre-Task

In advance of the Audience Workshops, respondents were asked to complete a pre-task

over the course of a week. The objective for this was two-fold: firstly, to capture overall

perceptions of the focus service for each individual respondent; and then to familiarise

respondents with the breadth of the schedule for their focus service (outside of their normal

listening patterns) and capture their reactions to the service in light of this.

4. Audience Workshops

Our final and core stage of the research was 14 audience workshops, comprising six

respondents each, spread across seven UK locations. These sessions were designed to

understand in depth the extent to which each service delivers to the BBC’s Public Purposes

and provision of distinctive content, both now and in the context of evolving/future audience

behaviours. We ran two hour sessions, which gave us sufficient time to conduct a thorough

evaluation of each service.

6

Audience Workshops Sample:

7

EXECUTIVE SUMMARY

Ten key overarching themes emerged from the research:

1. Audiences perceive significant changes in the music radio landscape due to

advancements in technology and the trend towards digital forms of media. This has had

an impact on their listening behaviours, but audiences do not feel that it has diminished

the role of music radio stations in their lives. Rather, these have retained their relevance,

but people are engaging with stations via a greater variety of channels and technology.

2. Looking to the future, although audiences find it hard to predict exactly what will happen

to their radio listening, they expect that technology will continue to develop, that they

will consume radio in more non-linear ways, and that BBC music radio stations will invest

in and grow their non-radio content to ensure that station brands ‘live’ beyond what they

do on-air.

3. When looking at the BBC portfolio of music radio stations, the response was very

positive. Listeners feel that they are a family of high quality stations and have different

roles in the lives of audiences.

4. On the whole, BBC Music Radio stations are felt to be successfully contributing to the

Public Purposes, particularly towards stimulating ‘Creativity and cultural excellence’

which is seen to be of the utmost importance for BBC music radio stations to be fulfilling.

5. Among the Radio 1 audience, two distinct listener types emerged: daytime listeners who

value Radio 1 for its entertainment offer (music, humour, keeping up to date) and

evening listeners for whom Radio 1 plays a more prominent role in their music world.

6. 1Xtra is hitting the mark with its engaged listeners. It’s seen to have a distinctive identity

in the music landscape as a home for urban music content that is not as readily available

elsewhere on radio.

7. Radio 2 listeners are very proud and enthusiastic when talking about the station. It’s

valued for its established presenters, a mature tone, high production values, intellectual

debate, easy listening and for its music offer.

8

8. 6 Music listeners value the station for its unique stance in the music radio landscape.

Listeners take pride in belonging to the ‘6 Music club’ thanks to its alternative music

focus, its ‘music connoisseur’ presenters and its role in audiences’ music discovery.

9. Radio 3 is performing very well with its engaged audience for having best-in-class expert

presenters, for offering a wide range of music beyond just classical and for being a

market leader for providing live classical music content.

10. Asian Network is highly valued by listeners for its strong music and speech output. It’s

felt to represent the British Asian community as a whole, covering various faiths, nations

and regions, particularly with its high quality news and current affairs output.

9

MUSIC RADIO LANDSCAPE

A key part of this research was to identify the role of music radio services as a whole in

audiences’ lives.

This section looks at the current music radio landscape and the value that respondents

attribute to these services.

The music listening landscape has evolved significantly

In discussing their listening behaviours, audiences were quick to note the breadth

and scale of technological advancements in recent years, and the impact these have

had on their listening behaviours. Music is now accessed via a greater number of

sources and devices than ever before in people’s listening lives, with DAB radio,

digital downloads and streaming, and on-demand content increasingly forming part

of listening repertoires (particularly among younger audiences.)

Naturally, this has had a bearing on audiences’ radio listening behaviours

Audiences talked about how DAB has created the idea of radio at the ‘push of a

button’, which has encouraged listening to a wider range of stations, as well as being

able to move fluidly between different stations to serve different needs.

People are now more flexible in their listening behaviours, with an increasing focus

on individual programmes (often listened to in a non-linear way).

Additionally, social media means radio content is no longer judged purely by what’s

on air – listeners are now engaging with radio brands in more experiential ways (e.g.

YouTube channels, Twitter etc.).

However, in the midst of this growing digital music world, music radio maintains a

strong position and is still seen as relevant because it has key strengths which

audiences feel are less consistently delivered by other services

We identified seven themes that help to paint a picture of audiences’ perceived

value of music radio

1. Stay connected

2. Music Plus

3. Sense of identity

4. Music discovery

10

5. Inspiration

6. Validation

7. Serendipity

Looking at these themes in more detail

1. Stay connected

Music radio stations serve the need to stay ‘connected’

A sense of ‘live’ broadcasting is compelling and enables audiences to feel in tune and

in touch.

Audiences place value on feeling in touch, in terms of music, news, current affairs

and cultural interests.

Whilst this also rings true for younger listeners, they seem to be less reliant on radio

as a platform for news updates due to heavier app/social media take-up.

In contrast to other music services, radio is also perceived as offering the ‘human

touch’. This often makes it the platform of choice for solitary listening moments.

Audiences feel that non-broadcasting services such as download or streaming

services are missing the ‘live’ and ‘human’ elements that radio offers. As such, music

radio stations are still felt to have great relevance and importance for audiences of

all ages.

2. Music Plus

Music radio is broader in scope than ‘music only’ providers

In contrast to other music services, music radio is commended for providing

audiences with more than just music. This can include:

o Interviews with high profile guests

o Live Lounge

o One Big Weekend

o Factoids / background on songs and artists

o Specialist evening content

o Audience interaction

As music has become increasingly accessible through streaming services, audiences

value music radio for going above and beyond to provide an all-round (music-based)

entertainment offer.

11

3. Sense of identity

Music radio stations can provide a sense of identity

Each station’s identity is often intangible from an audience perspective, though

usually driven by brand values (to the extent that audiences are able to identify

these) and factors such as tone, pace, presenters, and of course, the type of music

played.

Engaged listeners place value on the sense of belonging to a shared community or

‘club’ and the sense of identity that results from this.

4. Music discovery

Music radio plays a role in audiences’ music discovery

Audiences look to radio to help them find new music when they reach a lull in their

independent research.

For younger listeners, this tends to mean new releases, whereas for older listeners it

is simply music that is new to them.

Music radio is valued by audiences as a means of easily accessing new music; due

to:

o Music being pushed, requiring minimal effort

o Reputable presenters with musical expertise

o Radio exclusivity on new releases

Discovery features on download/streaming services don’t appear to be cutting

through in the same way due to the more active ‘lean forward’ approach required –

audiences appreciate receiving new music from the radio; eliminating the need to

search for it.

5. Inspiration

Audiences look to music radio to seek out and curate music content, which in

turn helps them curate their own collections on other platforms

Audiences talked about the amount of music that is available digitally, and that they

can find navigating and wading through all the music available daunting and time

consuming.

Audiences feel that music radio plays an important role in curating and collating this

content, and packaging it in an appealing and engaging way to consumers.

12

Audiences (particularly younger listeners) are using music radio as a source of

inspiration – to help inspire their playlists, as well as which artists they choose to

follow on social media.

6. Validation

Music radio delivers music with a ‘stamp of approval’

Audiences turn to stations that they can rely on to provide them with music that is

appealing and well suited to their taste in music.

This appeal and ‘stamp of approval’ is sought either from individual presenters or

programmes, where these have strong individual identities in listeners’ minds (such

as within Radio 1 and 6 Music), or from the station as a whole, where the station is

felt to have a strong overall brand identity (such as Radio 2).

Radio remains a key platform in terms of sourcing and housing relevant music for

different audiences.

7. Serendipity

Music radio offers a serendipitous listening experience

Across the board, audiences appreciated the unexpected and unpredictable nature of

music radio.

For those who create their own playlists, it offers a break away from the all too

familiar.

Furthermore, it allows listeners to take their ‘hands off the controls’ and enjoy music

in a ‘lean back’ manner.

Audiences continue to value music radio as a ‘passive play’ platform as opposed to

download and streaming services which require more ‘active’ attention.

The future of music radio, as the audience sees it

NB: Whilst audiences did not spontaneously focus on the future of radio throughout the

research, certain key themes emerged within prompted discussion on this topic. The section

below details these themes.

Audiences expect technology to continue to develop and influence their listening

behaviours

13

Audiences expect further technological advances to influence radio listening. Some

prompted examples of how they envisage this change include:

o Greater physical and cloud storage on smartphones. Audiences feel this is

likely to encourage downloads and give them greater freedom in their

listening.

o Next generation (faster) data connectivity is expected to facilitate on-the-go

listening, leading to a greater reliance on smartphone for radio.

o Radio listening is expected to become more streamlined through one central

device (smartphone/tablet).

Audiences expect to consume radio in an increasingly non-linear fashion (i.e. not just

listening at the time of broadcast).

o In light of technological advancements, audiences expect to listen to more

downloaded and on-demand radio content.

o This means that people expect their listening will centre more around

individual programmes in the future, rather than linear content.

o Despite this perceived shift, ‘live’ is still likely to play an important role for

audiences in the future.

Audiences expect BBC music radio to extend its offer beyond traditional radio

content, for example:

o Online and social media presence (e.g. YouTube channels) as well as a

growing physical presence (e.g. events, awards, CDs) are felt to be likely to

help stations live on beyond on-air broadcast and become more experiential.

o In light of this, there is an audience expectation that the role of radio stations

will broaden into a ‘music service’ offering, as opposed to the traditional

music radio station model of on-air music and commentary.

Audiences anticipate radio becoming more personalised

Audiences could see radio becoming more bespoke in terms of regional coverage.

They could also imagine it becoming more intuitive and attuned to the listener’s taste

in music.

Younger, more tech savvy listeners likened this to ‘Personal Radio’ features on

streaming services (e.g. Spotify Radio).

Whilst audiences, on the whole, found the concept of personalised radio appealing,

some listeners with eclectic tastes saw this as a form of ‘pigeonholing’.

14

BBC Music is felt to be keeping up with changing listening behaviours

The BBC music radio portfolio is perceived to be well equipped for anticipated future

changes.

o iPlayer Radio was praised by all those using it for its intuitive user interface

and interactive user experience.

o The small minority that had used Playlister (predominately Radio 1 & 6 Music

listeners) saw value in it from a music discovery and personalisation point of

view.

o Radio 1 listeners in particular appreciated the compartmentalisation of Radio

1 content on its YouTube channel (e.g. Live Lounge performances).

It was predominately Radio 1, 1Xtra, and 6 Music listeners who were engaged with

these more innovative services – however, listeners of other stations could see

themselves using services like these more over time.

15

FRAMEWORK FOR EVALUATING BBC MUSIC RADIO STATIONS

This research was designed to evaluate each of the six BBC music radio stations in isolation,

exploring consumer response amongst groups of medium to heavy listeners of Radio 1,

Radio 2, Radio 3, Radio 1Xtra, 6 Music and Asian Network. This section of the report has

been structured in such a way as to give a station-by-station evaluation of the services. For

each station, we have reported:

1. Headline findings.

2. Assessment against a quality and distinctiveness ‘checklist’.

3. Assessment against its service licence remit.

4. Contribution to the Public Purposes.

These sections in more detail:

1. Headline findings:

The first part of each section looks at the overarching key findings that emerged for each

station.

2. Assessment against the quality and distinctiveness checklist:

In conjunction with the BBC Trust, we devised a checklist, made up of 12 items, which could

be used across all six stations, covering a range of characteristics related to quality and

distinctiveness. This checklist is included below and at Appendix B It was designed to act as

a framework for assessing each stations performance in relation to, but not limited to, its

service licence remit.

The quality and distinctiveness checklist:

1. High quality

2. Original and different/ offers something that other stations don’t

3. Wide range of different styles of music, including styles which might not be covered

on commercial stations

4. Good variety of music

5. Helps you to discover new music and artists

6. Plays a role in supporting new and emerging musical talent

7. Allows you to hear live music

8. Has lots of fresh and new ideas

9. Provides you with expert knowledge and information about the music it plays

16

10. Offers a lot to you personally

11. Entertaining and enjoyable

12. Has a good balance between speech and music programmes

3. Assessment against its service remit

We assessed each station against the specifics of its service remit.

4. Contribution to the Public Purposes

Each station was assessed against the six Public Purposes which were presented to

participants as follows.

Creativity and cultural excellence:

You can expect the BBC to offer the best examples of creative work that engage and

delight audiences, break new ground and encourage interest in cultural, creative and

sporting activities.

Sustaining citizenship and civil society

You can trust the BBC to provide high quality news, current affairs and factual

programming that keeps you informed and supports debate about important issues

and political developments in an engaging way.

Promoting education and learning

You can look to the BBC to help everyone in the UK to learn. The BBC will offer

engaging ways for everyone in the UK to learn new things while enjoying

programmes or content. The BBC will also support formal education in schools and

colleges.

Reflecting the UK’s nations, regions and communities

You can rely on the BBC to reflect and cater for the many communities that exist in

the UK. These communities may be based on geography, on faith, on language, or

on a shared interest such as music or sport. The BBC should provide accurate and

relevant content that represents the different communities in the UK’s nations and

regions.

17

Bringing the UK to the world and the world to the UK

You can expect the BBC to keep you in touch with what is going on in the world, and

to give you an insight into the way people live in other countries, their cultures and

lifestyles.

Emerging communications

You can expect the BBC to help everyone in the UK to get the best out of emerging

media technologies now and in the future.

Each of the six Public Purposes was tested for all six stations. However, the service licences

do not require each of the six stations to make a major contribution in all of the areas.

Therefore, the ‘Creativity and cultural excellence’ purpose will be covered in most depth

within this report, as it is of the greatest relevance to BBC music radio services.

18

RESPONSE TO THE BBC MUSIC RADIO PORTFOLIO

In the Audience Workshops, we captured reactions to the BBC music radio portfolio as a

whole (however respondents were not recruited to be listeners of all six BBC stations).

Overall, listeners were positive about the portfolio of BBC music radio stations

Broadly speaking, all services were seen to be high quality. Primarily in terms of

perceived production values and the quality of presenters.

Across the portfolio, all stations were seen to have compelling music offers, whether

they are more specialist or more generalist in content, there was a widely held view

across the sample that BBC music radio has commendable commitment to music.

BBC music radio stations on the whole are perceived to have professional and

knowledgeable presenters. They were commended for both the music they play, and

for the speech topics they cover.

Additionally, a common theme amongst all audiences was how BBC music radio

stations are entertaining and enjoyable.

In audiences’ minds, BBC music radio stations were perceived to have different

roles and duties

When looking at the portfolio of stations, Radio 1 and Radio 2 were seen to sit

together at the core of the portfolio. They’re perceived by audiences to be BBC’s

more ‘generalist’ radio stations that have a music focus. They are seen as stations

that are more inclusive of audiences in terms of their offer, with a duty to cater for a

mass audience without any barriers to engagement. As such, they are perceived as

the BBC’s more mainstream stations, in terms of music and speech content.

Radio 3, Radio 1Xtra, 6 Music and Asian Network were perceived to be stations

showcasing more specialist content. They are seen to have very clear propositions

and distinctive identities that appeal to sub-groups of audiences based on musical

interest or community. In this sense they are seen to be music radio stations that are

more exclusive and aimed at particular audiences, rather than inclusive of everybody.

19

BBC music radio stations are not seen in isolation, but as a family of high quality

stations

Despite recruiting audiences on a station-by-station approach, audiences spoke of

moving around BBC music radio stations to meet their needs. The growth of digital

services such as iPlayer Radio has meant that listeners are moving from station to

station more easily and fluidly.

Typical BBC journeys included Radio 2 listeners switching to Radio 3 to get more of a

classical music fix, Radio 1 to 1Xtra to get into more of a ‘going out’ mood, as well

flicking between Radio 2 and 6 Music to experience different music styles.

A literal and perceived gap in targeting was noticed when looking at the portfolio

as a whole

Spontaneously, audiences spoke of a perceived gap in targeting between Radio 1

and Radio 2.

Audiences, in particular Radio 2 listeners, spoke of ‘graduating’ from Radio 1 to Radio

2. Radio 2 was seen as a more mature, older, settled down station with an ‘older’

music focus.

The same audience as well as some older Radio 1 listeners felt that Radio 1 is

shifting its offer towards younger audiences, particularly 15-24 year olds.

Therefore, there was an audience in their late 20s/ early 30s who were, for instance,

looking to hear chart music but don’t feel particularly well served by Radio 1 or Radio

2 in terms of tone. This is where it was felt that commercial stations such as Capital

and Kiss were seen to fill the gap well as a middle ground between Radio 1 and

Radio 2.

Additionally, when shown the service remits in the audience workshops, respondents

noticed that there is a literal gap in targeted age groups between Radio 1 and Radio

2, which they felt backed up their views of a perceived gap.

When looking at the Public Purposes for the portfolio as a whole, ‘stimulating

creativity and cultural excellence’ stood out as the most important for all stations

‘Stimulating creativity and cultural excellence’ was seen as the most important

Purpose for BBC music radio stations to be fulfilling. However, it emerged that

fulfilling this Purpose is complex. There are many areas that stations are seen to

20

excel in, but there are also some parts of the purpose that didn’t necessarily feel as

relevant to each individual station and were therefore less well fulfilled. The

Creativity Purpose will be covered in most depth within this report, as it is of the

greatest relevance to music radio services.

‘Sustaining citizenship and civil society’, ‘Promoting education and learning’,

‘Reflecting the UK’s nations, regions and communities’ were all seen to be the next

most important for BBC music radio stations to be contributing towards. There are

fewer elements of these Public Purposes that feel relevant to BBC music radio

stations compared to ‘Creativity and cultural excellence’.

‘Bringing the UK to the world and the world to the UK’ and ‘Digital and emerging

communications’ were not seen to be particularly important for BBC music radio

stations in comparison to the other purposes. Overall, they are being met by stations

quite comfortably.

On the whole, BBC music radio stations are seen as successfully contributing to

all the Public Purposes, with further detail given on how each station does this in

the relevant sections. At an overall level:

Stimulating creativity and cultural excellence

Commitments to new, live and alternative music offers as well stations appearing as

leaders in their fields are driving perceptions of BBC music radio contributing to

‘Creativity and cultural excellence’.


Accurate, trusted and up to date news bulletins across all stations mean that this

purpose is being fulfilled. More in depth current affairs programming (particularly on

Radio 2) are valued too.


Knowledgeable and expert presenters across most stations drive perceptions of

informal education. Audiences felt they learn from BBC music radio stations.

Additionally, more documentary style programming on Radio 3 and Radio 2 is

recognised too for promoting education.


21

Stations are seen to support the growth of communities of interest in the music they

play. Coverage of live events at venues outside of London was felt to help to

demonstrate BBC music radio as geographically representative.


Showcasing global music as well as keeping listeners up to date with global news is

seen to fulfil the Global Purpose.

Digital and emerging communications

Availability on online platforms and devices as well as greater non-radio content

being made available, positions BBC music radio as embracing the digital age.

22

INDIVIDUAL STATION ASSESSMENTS

The following section of the report looks at each of the six music radio stations in isolation.

RADIO 1

HEADLINE FINDINGS

Radio 1 listener’s perceptions of the station tend to differ according to the parts

of the schedule that they engage with

Daytime listeners perceive the content on Radio 1 to be more general interest with a

music focus which is predominantly seen to be chart music. They see the tone of the

station as quite fun and light hearted, with a lot of conversation and chat.

Evening listeners of the station perceive Radio 1 to be a home for more specialist

music content, particularly in the dance and electronic music genre. Among these

listeners there is felt to be a more serious and mature tone and conversation is seen

to take a more music heavy focus.

The differences in tone and content according to the daytime to evening schedule

means that for these listeners moving from daytime to evening (or vice versa) can

be a difficult transition.

Radio 1 plays different roles in the lives of daytime and evening listeners.

For daytime listeners, Radio 1 is positively received for its entertainment offer

Radio 1 is valued first and foremost for its all-round entertainment offer. It’s seen as

a flagship, all-encompassing radio station that is engaging for audiences between 15-

35 years old.

It is praised for its commitment to music, covering a wide variety as well as

focussing on new and live music.

Radio 1 is seen to be fun and humorous. The presenters are a key driver of this –

creating a sense of fun through phone-ins, ‘banter’ conversation and prank games.

Radio 1 is also valued for keeping listeners up to date with music, entertainment and

with news through Newsbeat.

For evening listeners, Radio 1 plays a greater role in their music lives

23

Evening schedule listeners value Radio 1 as a key source of music discovery, music

knowledge, music information and for being a place to hear their favourite talent

play live. Annie Mac, Zane Lowe and Pete Tong were given as examples by evening

schedule listeners for their commitments to showcasing new music, providing expert

knowledge on the music they play and for showcasing the latest live music artists.

For evening schedule listeners, Radio 1 plays a central role in informing what they

listen to more broadly across the other platforms/ sources of music content.

The difference in Radio 1’s daytime and evening schedule impacts on targeting

and the station’s perceived distinctiveness

Overall, Radio 1’s perceived high quality makes it feel distinct in the music radio

landscape.

The daytime schedule is felt to be more inclusive and provides an offer that caters

for a wide range of audiences. Daytime is generally seen as a mainstream offer in

terms of music and conversation.

However, for those who only listen in the daytime, the inclusivity means that it’s not

always felt to be totally original and distinctive.

The evening schedule is felt to be more exclusive, it’s felt to be more London-centric

playing ‘harder’ music, and some feel they need to be a fan or involved with that

music scene to listen.

It is seen by its evening listeners as a distinctive music radio station. It offers content

not available elsewhere and is recognised as the part of the schedule that is pushing

the boundaries and introducing audiences to the latest trends in music.

ASSESSMENT AGAINST THE QUALITY AND DISTINCTIVENESS CHECKLIST

We developed a common list of attributes which were applied to all stations to assess the

quality and distinctiveness of each service. The checklist is not based directly on the service

licence but covers the broad expectations for the portfolio of services.

1. High quality

Professional presenters, a commitment to new music and high production values

contribute to Radio 1 being seen as high quality

24

Radio 1 presenters are seen to be high quality and professional across the schedule,

particularly in comparison to commercial and local radio stations.

The station’s commitment to new music and supporting new music talent was also

seen to embody a high quality, premium offer.

Additionally, production values are seen to be premium too e.g. sound quality and

effects.

“I consider Radio 1 to be high quality as the DJs are experienced and keep me listening in

between tracks.”

(Voices From the Crowd Respondent)

2. Original and different / offers something that other stations don’t

Radio 1’s perceived high quality makes it feel distinct in the music radio

landscape.

It is seen to have a BBC ‘stamp of quality’ that distinguishes the station from

commercial stations. In particular, the quality of the presenters and perceived

production values drive this perception.

Its focus on new music and live music (for instance through The Live Lounge) gives

it originality compared to other radio stations, particularly in the evening schedule.

However, it’s seen by many to be a mainstream radio station (driven mainly by the

daytime schedule) that is inclusive of audiences, which mean it’s not always felt to

be totally original and distinctive.

“It’s an edgier version of commercial stations.”

Female, 16-24, Wales

3. Wide range of different styles of music- including styles which may not be

covered on commercial stations

Radio 1 is seen to exhibit different styles of music, particularly during the

evening schedule

Radio 1’s music policy is seen for the most part to reflect the current top 40 chart

music. Therefore is felt to encompass a wide range of styles within this. In particular

it is known best for pop, rock, RnB and dance music styles.

25

It is during the evening schedule where Radio 1 is recognised for showcasing new

styles and trends in music, particularly in the dance and electronic music genres.

Zane Lowe and Annie Mac were frequently mentioned here.

The daytime schedule is felt to have a similar music offer to some commercial

stations, namely Capital and Kiss.

“The music on Radio 1 is good, the evenings are good for new and different music too”

Male, 16-24, N. Ireland


Radio 1 is praised for covering a range of genres and for its focus on new music,

with a greater dance music focus in the evening

Radio 1 was highly commended for the variety of music showcased across the

schedule.

Radio 1 was praised for its focus on new and emerging music, both in terms of new

chart music and for having a greater focus on new and emerging music in the dance

genre in the evening.

Generally across the whole schedule, there’s felt to be something for everyone and

music that is appropriate for the occasions that listeners engage. For example, in the

morning music is felt to be more light-hearted and pop based, with evenings and

weekends switching to a harder and more serious music style.

“I like hearing live music and the variety is superb.”

Voices From the Crowd Respondent


Radio 1 is felt to play a key role in listener’s music discovery by introducing and

bringing new music and artists to them (particularly in the evenings).

For daytime schedule listeners, Radio 1 is seen as offering all-round entertainment,

with the music played keeping them up to date with what’s current and trending. It

is often not seen to be the very first place to go to find new music, but overall, it is

felt to satisfy their appetite for music discovery.

26

For evening listeners, Radio 1 plays a more central role in their music discovery; they

value the service for bringing brand new and cutting edge music to them.

Additionally, Radio 1 is seen to fit with the role music radio plays in discovery. It is

used as a source of music discovery once listeners want a change from other music

sources on different platforms.

“Very well, presenters like Fearne Cotton and Zane Lowe always have new artists being

played that otherwise I wouldn't hear”



Radio 1 is seen to endorse new talent and have the potential to break artists into

the mainstream.

Radio 1’s commitment to emerging talent is visible to audiences. Certain presenters

were felt to have a strong focus on new talent.

Listeners of the station talked about certain times during the day that are devoted to

new bands and about how Radio 1 has stages at events that are devoted to new

artists.

Audiences also spoke about being provided with information on albums from

emerging artists, as well as playlists and sessions on Spotify.

“Radio 1 plays undiscovered and upcoming artists.”



Live music on Radio 1 is considered one of the stations key strengths

Radio 1’s commitment to live music is very appealing to listeners. It is an aspect of

the station that audiences value most and talk about spontaneously.

‘The Live Lounge’ and ‘Big Weekend’ were often mentioned spontaneously as areas

where Radio 1 excels. They are seen as ‘extracurricular’ to the standard broadcast.

27

“It brings the best artists live into the studio, not just playing them from a CD.”



Beyond new music (which is covered above), there are some elements where

Radio 1 was felt to deliver well on this item, however it was not felt to be hugely

important overall

Features such as phone-ins and prank based games particularly during Greg James

show were commended for being fresh and new.

More generally, not all listeners felt Radio 1 stands for or embodies the idea of

having fresh and new ideas. However, for most it wasn’t an area that they felt Radio

1 was underperforming in, there were no calls for more of this.

“I like the pranks that Greg James does – they’re really funny and inventive.”



This was more important for the evening schedule listeners, for whom Radio 1

performs well.

For daytime schedule listeners, the idea of receiving expert knowledge about music

was not an appealing aspect nor was it something they expect or receive from Radio

1. It’s not a key reason for them to listen to Radio 1.

For evening listeners of more specialist music content, there is greater appetite for

expert knowledge. Zane Lowe and Annie Mac in particular were seen to fulfil this;

they are seen as experts in their field and passionate about the music that they play.

“Some, but not a lot unless you listen to the likes of Zane Lowe and his discography

nights or entire albums nights. They are good.”

Male, Edinburgh

28

10. Offers a lot to me personally

Radio 1 is felt to be relevant to young audiences

Radio 1 is seen to provide relevant content for 15-29 year olds, in terms of its youth

oriented music offer, conversation, humour from the presenters and news content

via Newsbeat.

However, there was feedback even from the keenest listeners that Radio 1 is more

of a general interest, mainstream station, rather than a service that offers a lot to

them on a personal level or serves a specific niche need.

I wouldn't say it offers a lot to me on a personal level, but that’s because it appeals to so

many people on a larger scale



Being entertaining and enjoyable is seen as a key strength for Radio 1.

Radio 1 was spontaneously talked about by all listeners as being entertaining and

enjoyable.

The balance of music, news, humour, events was seen to be right across the

schedule as a whole.

Talent and personalities are key drivers of Radio 1 being entertaining and enjoyable,

in particular presenters such as Fearne Cotton and Scott Mills were talked about

spontaneously.

“Yes it has good news in bite size chunks alongside the music and entertainment. It is

enjoyable and easy to listen to and is always my radio station of choice when in the car

and at home.”



Most participants chose to speak about the speech in music programmes, rather

than specific speech programmes. In the main, Radio 1 is seen to have a good

balance between speech and music.

29

Fearne Cotton and Scott Mills were frequently positively mentioned for striking a

good balance between speech and music.

In general, Radio 1’s ‘banter’ and humorous conversation is valued by listeners.

However, some felt that The Breakfast Show can seem to focus too much on

conversation and not play enough music throughout.

“The DJs keep me listening between tracks, I find them very funny.”

Male, 16-24, Wales

ASSESSMENT AGAINST ITS SERVICE REMIT

“Radio 1’s remit is to entertain young listeners with a distinctive mix of contemporary music

and speech. Its target audience is 15-29 year olds. It should offer a range of new music,

support emerging artists - especially those from the UK - and provide a platform for live

music. News, documentaries and advice campaigns should cover areas of relevance to

young adults.”

For the most part, Radio 1 is seen by audiences as meeting its service remit.

Radio 1 is commended for its musical variety across all parts of the schedule.

Additionally, there were perceptions that the evening schedule has a distinctive

music offer.

Across the schedule as a whole, Radio 1 is valued for providing new music.

Radio 1 is seen to perform very well in terms of entertaining its listeners, whether

that be through chat, humour, music or news. Being ‘entertaining and enjoyable’ is

felt to be a key strength for Radio 1.

Some felt that whilst Radio 1 does serve 15-29 year olds well in general, its reach is

felt to extend further, up to around age 40, rather than exclusively for 15-29 year

olds. However, we did not speak directly to listeners outside the target age group in

this research.

Other listeners felt that the station was targeted towards the younger part of the 15-

29 age group.

Newsbeat is popular and performs well in terms of delivering news in an accessible

manner and tone.

30

Radio 1 is seen as best in class for live music. ‘The Live Lounge’ and ‘Big Weekend’

were talked about here as great examples of Radio 1’s commitment to live music

One area of the remit that audiences were unsure whether Radio 1 currently meets

is showcasing documentaries and advice campaigns. While audiences didn’t feel

particularly underserved in this area and weren’t calling for more content of this sort,

it was more that they were not aware of content that they would describe in this

way.

CONTRIBUTION TO THE PUBLIC PURPOSES

Respondents in the audience workshops were shown all six of the BBC’s Public Purposes.

The Purposes were written as statements and presented on A3 boards. They were written in

the same way for each service and as they are on pages 16 and 17 of this report. It was not

specified to what extent and in what way the specific service should contribute to each

Purpose.

Stimulating Creativity and Cultural Excellence

Radio 1‘s varied music offer and commitment to live music means it is seen to be

fulfilling the Creativity Purpose.

Radio 1 is seen to perform well as a platform for new music and artists across the

schedule, both in terms of more mainstream artists and more niche artists.

Radio 1’s live music content is a key strength and this is seen to encompass

creativity. The Live Lounge and broadcasts from live events were often given as

examples.

The station’s commitment to specialist music (particularly the evening schedule)

drives perceptions of it being a leading source of content in particular subcultures

such as the dance music culture.

When prompted, Radio 1 is seen to do less when it comes to providing programmes

and content which cover a wide range of cultural and creative activities. It is

acknowledged as focussing on music, entertainment and news. Beyond new music

and live music audiences didn’t feel that wider cultural and creative activities are

being covered by Radio 1. However, there was not a spontaneous appetite for more

of this.

31


Radio 1 is generally felt to reflect different communities in the UK. In particular, it is

felt to reflect the needs of younger people in terms of music, news and conversation.

Additionally, it is felt to appeal to communities interested in current music.

There was some feedback that the evening schedule (particularly Zane Lowe and

Annie Mac) could feel quite London-centric in terms of music content and tone.

Specifically, they felt it could be quite East London focussed, because of the music

scene there. This was not seen to be an issue for those living outside of London, but

more of an observation.


Newsbeat is seen to fulfil this purpose on Radio 1.

Newsbeat was seen as informative and with content and a tone that is relevant to a

younger audience.


Audiences interpreted this as providing education in terms of music –and evening

schedule listeners felt Radio 1 does a good job of enhancing their music knowledge.

Commitments to social action campaigns and to advice about important issues were

not mentioned spontaneously, but were recognised when prompted (e.g. The

Surgery).


Newsbeat is seen to feature international news stories where relevant.

International music artists are also seen to be a key part of the music offer – in

particular artists from the USA.


iPlayer, Playlister, iPlayer app and Radio 1’s website were all positively received and

valued by audiences.

Radio 1’s YouTube channel was also talked about as being a home for engaging

content.

32

RADIO 1XTRA

HEADLINE FINDINGS

1Xtra is seen to be performing well and hitting the mark with its listeners

Listeners of Radio 1Xtra feel that the station has a distinctive identity as a home for

urban music content that is not as readily available elsewhere in the music radio

world.

1Xtra is seen to be a truly youth-oriented station, with a clear target age group of

15-24 years old.

The station’s music offer is considered to be specialist, specifically a destination for

urban music as well as new and “cool” music.

For its listeners, it’s a key place to discover music. The DJs are seen to be

knowledgeable about the music they play and are trusted as a source of new music.

1Xtra’s live events and club nights are valued by listeners too and 1Xtra is a trusted

source of information for upcoming shows and events.

A key strength of 1Xtra is its role in supporting new and emerging talent. It’s seen to

play an influential role in the success of rising artists in the genre.

“1Xtra is quite unique I think, it plays music I don’t hear elsewhere.”


“Very high quality. Plays the music it says it will play, most of the DJs are knowledgeable

and entertaining and it's a very enjoyable listen.”


1Xtra has a clear identity and stands alone and separate from Radio 1

In audiences’ minds, Radio 1 and 1Xtra are two completely different and separate

stations. 1Xtra is not seen to be an extension or relative of Radio 1.

1Xtra is seen as a more specialist and focused music content station than Radio 1.

1Xtra is seen to serve a more distinct audience, more exclusively 15-24 year olds

interested in urban music.

However, whilst the Radio 1 and 1Xtra’s offers are seen to be different, there is still

considerable overlap in the audiences of the two stations. This was not an issue for

respondents, rather it was expected.

33

“It has a fresh approach, and plays music I don’t hear as often elsewhere.”


“It is an original radio station dedicated to playing urban music genres.”

Voices From the Crowd Respondents

However, the music offer on 1Xtra is valued for being more than just urban

Despite being seen as a destination for urban music, audiences like the fact that

1Xtra extends its music offer to include dance and some chart music too.

Having asked people to explore parts of the schedule that they wouldn’t typically

listen to, the range that was present was felt to be far broader than most expected.

It is seen as a welcome mix throughout the day and it keeps listeners interested.

“The music mix is very good. Hip-hop, rap, jungle but also sometimes pop and dance, which

I like.”


“It mainly plays hip-hop and RNB, with chart music occasionally too.”


34


1. High quality

1Xtra’s specialist music offer and industry expert DJs drive perceptions of high

quality

High quality was not a term that 1Xtra listeners spontaneously associated with 1Xtra.

It’s felt spontaneously to have more of an ‘edge’.

However, when explored in more depth, the DJs were acknowledged as high quality

when compared to other radio stations. They are seen to be high profile, with a

reputation that means listeners trust their music selection and knowledge.

Additionally, the music played is felt to be high quality and its commitment to specific

music styles is valued.

“It’s high quality - always at the front with new and up and coming acts, always presented

in a fun but professional way.”



Specific and focused music content gives 1Xtra a unique identity

1Xtra’s more specific and focussed music content makes it stand out as the place to

go to hear new and emerging urban music.

Charlie Sloth and MistaJam were the presenters mentioned most frequently as

leading 1Xtra’s distinctive offer.

Additionally, it’s not seen to have many competitors, 1Xtra stands alone for listeners.

“They are always unafraid to try something different and let new talent shine through.”


35



1Xtra is commended for playing a wide range of different music styles

The station is seen to showcase music not regularly played on commercial stations.

Its focus on urban music is valued among listeners.

1Xtra is not necessarily seen to play a wide range of styles due to its more specific

genre focus, but this is not a problem for listeners. However, it is recognised as

playing some chart music throughout the day.

“It's different in that it's chosen a range of music and that's what it plays, not anything and

everything.”



1Xtra listeners are satisfied with the variety of music played

1Xtra’s music offer is seen to cover a good range within the urban genre, spanning

hip-hop, grime, drum & bass, dubstep and dancehall.

1Xtra was praised for having large playlists – audiences did not feel that the music

offer is repetitive.

The inclusion of chart music and lighter RnB mixed in throughout the day was also

met positively. It’s was seen as a more light hearted touch and is appreciated

amongst what is seen is quite a heavy music offer.

“Love it, R&B, soul, hip hop, rap, grime, it's all good.”



1Xtra plays an important role in its listener’s music discovery

1Xtra is highly valued for the discovery of new artists. For engaged listeners, 1Xtra is

often the first place they hear new artists and songs.

36

For some listeners, they feel that they hear more music that they know on the

weekend as opposed to on week days which showcased more unknown/ up and

coming music and artists.

Additionally, listeners are frequently using music apps with 1Xtra, specifically the use

of Shazam with 1Xtra was mentioned frequently, as a supplementary music discovery

tool.

“Always something new or a remix of a classic or something a bit quirky, makes you want to

Google, YouTube etc to find out more.”



Supporting emerging talent is felt to be a key strength of 1Xtra

The station is commended for celebrating emerging and up and coming talent. It is

seen to be influential in the success of rising artists in the urban music genre.

There was recognition that 1Xtra supports artists before they achieve greater

commercial success. Listeners find that they hear them on more mainstream stations

after hearing them first on 1Xtra.

“It is good at bringing new genres of music to the mainstream. Also, a lot of artists get their

break here before gaining more commercial success.”



1Xtra is not associated with live music to the same extent as Radio 1 is

It’s not perceived to be largely involved in live music, but more of a recorded, studio

service. This was not seen as a problem, since audiences were not looking for more

live content from 1Xtra.

However, some listeners did mention 1Xtra’s presence at live events, with the artists

and DJs from the station in attendance.

37

“Mistajam and DJs like that quite often will do sets in clubs and stuff.”

Male, London


In addition to its role in new music (covered above) 1Xtra is generally felt to

have enough fresh and new ideas

The station performs well in terms of features and sessions with up and coming DJs.

Competitions to attend live sessions was also given here as an example of fresh

ideas.

But overall, it’s felt to have less fresh and new ideas than Radio 1 due to its greater

music focus. This is because people are largely thinking about elements such as

games and phone-ins, which 1Xtra is perceived and expected to do less of.

“I like it when you can win tickets to watch them do the live sessions.”

Female, 18-24, London


1Xtra DJs are seen to be experts in the music they play

Overall, 1Xtra DJs and presenters are seen to be experts in the music they play. In

terms of their music selection, the knowledge they have and the information that

they share with listeners.

Charlie Sloth, DJ Target and MistaJam were often mentioned for being particularly

knowledgeable and immersed in the urban music genre.

Additionally, the information available on BBC Online was praised, for helping

listeners to find out more about upcoming artists.

“All the DJs seem to know a lot about the music they play, particularly the specialist DJs and

I find out something new nearly every day.”



Engaged listeners feel that the specialist music content focus is relevant to them

38

Listeners felt that 1Xtra offers a lot to those who are very engaged in urban music.

The music offer is seen to be well tailored to its audience.

“It plays music that I know I will enjoy because I like that genre.”



Listeners find 1Xtra entertaining and enjoyable across the schedule

The Breakfast Show was given as a prime example, providing listeners with music,

conversation and news.

The station is not seen to be as humorous as Radio 1. It’s seen as a more serious

music environment, in terms of content and the tone of the programming. But

audiences appreciate this, it feels appropriate for them.

“The presenters are always full of life and obviously enjoy the type of music they are

presenting. The features and guest presenters keep it interesting.”



1Xtra strikes the right balance of speech and music programmes for its listeners

The station is seen to have a good balance throughout the day, with slightly more

conversation in the morning and afternoon and less conversation and more music in

the evening.

1Xtra is generally seen to have less conversation than on Radio 1 throughout the

schedule, which was a positive observation.

Additionally, it’s seen to hold less ‘fun’ games and interactions than Radio 1, which

was seen to fit well with the style and tone of the programming.

“On lots of the shows, the music is obviously the focus, not the presenters’ chit chat.”


39


“1Xtra’s remit is to play the best in contemporary black music with a strong emphasis on live

music and supporting new UK artists. The schedule should also offer a relevant news

service, regular discussion programmes and specially commissioned documentaries for 15-

24 year olds, particularly - although not exclusively - those from ethnic minorities.”

1Xtra has a clear identity as a home of urban music aimed at young people, but

there are some aspects of its service remit which listeners are not as aware of in

the output.

Listeners describe 1Xtra’s music offer as urban, black music, which matches the

service remit.

1Xtra was commended for introducing and supporting new artists to audiences, it’s a

key strength of the station.

1Xtra is perceived to be meeting its remit in term of target age group, it’s perceived

quite clearly as youth oriented station for 15-24 year olds.

Whilst the music offer is felt to focus on urban and black music, listeners didn’t feel

that it was more targeted at ethnic minorities, or that anyone is in any way being

excluded from the station.

However, there was a low awareness of discussion programmes or specially

commissioned documentaries. There was not demand for more of this programming.

Additionally, listeners did not recognise 1Xtra for having a strong live music offer in

the same way as they feel Radio 1 does. This was not felt to be an issue for

listeners, more of an observation in comparison to Radio 1.

40


Stimulating creativity and cultural excellence

Feedback about 1Xtra was generally positive, but there were some areas of the

‘Creativity’ purpose which felt less relevant to 1Xtra

1Xtra is perceived to be a leading music source in urban music culture.

It is seen to be a home of urban music in the music radio landscape. It’s perceived to

have a distinct music offer that is not easily accessible elsewhere.

1Xtra is praised for finding and showcasing new and emerging musical talent, it’s

valued for introducing music to its listeners.

However, as mentioned earlier, 1Xtra is not widely perceived to have as strong a

commitment to live music, especially in comparison to Radio 1. Its core offer is seen

to be on its recorded broadcast, rather than being well known for live content.

Whilst the station was seen to have a very clear music offer (including new music), it

was not seen to be a provider of fresh and new ideas more generally.

Neither of these points was seen as an issue for listeners, nor were they asking for

more live content or fresh and new ideas in the future.


In a similar way to Radio 1, 1Xtra’s Newsbeat is seen to be meeting this purpose

appropriately. It provides listeners with news and current affairs topics that are

engaging and feel relevant to a young age group.

Additionally, audiences recalled moments when Newsbeat has encouraged feedback

and interaction, encouraging debate and interest.


Listeners attribute great value in the information and knowledge that they feel they

gain from 1Xtra, in terms of the artists and music played.


Content on 1Xtra is felt to accurately reflect the black community – but it doesn’t feel

exclusive to that community in any way.

It is recognised that the majority of the content comes from London but this is not

seen to be an issue or concern.

41


1Xtra is seen to showcase and represent urban music from beyond just the UK, in

particular music from the USA was mentioned.

Additionally, listeners felt that relevant global news was brought to them through

Newsbeat.


1Xtra is seen to be fulfilling this purpose. Listeners engage with 1Xtra online or

through the BBC Radio app and believe the service that they receive is high quality

42

RADIO 2

HEADLINE FINDINGS

Radio 2 is positively received by its listeners – they are enthusiastic and proud

when talking about the station.

It is praised for having presenters with years of experience, who listeners have

grown up with (e.g. Terry Wogan, Chris Evans).

Its mature tone is felt to be well suited to the audience’s personality and where they

are in their lives now.

The way programmes are packaged is likened to television programming – shows are

considered to be well researched and well structured.

Listeners describe the station as ‘radio with substance’ – the focus on current affairs

is hugely commended.

It is valued for its calm and slower pace; a welcome diversion from ‘loud’ commercial

stations (and Radio 1 to a certain extent).

There is praise for the treatment of music (song followed by background

information), giving it greater respect as an ‘art form’.

Listeners feel Radio 2 sits at the centre of the BBC music portfolio

Listeners attribute this to the following characteristics:

o It is felt to be the most generalist and wide-ranging station in terms of

content amongst the portfolio.

o It is felt to be inclusive in terms of the music, playing both new and old

songs.

o It is deemed to be inoffensive and family friendly.

As a result, many listeners saw Radio 2 as the most neutral station of the BBC music

portfolio.

Listeners of other stations tend to ‘graduate’ to Radio 2, however, exactly when

this happens seems to be a grey area.

Some Radio 1 listeners in their late 20s can struggle to relate to Radio 1, as they feel

it is making efforts to appeal to younger audiences. At the same time, they see Radio

2 as a ‘mature’ station and some are not ready to ‘settle down’ yet.

As such, they enter a ‘no man’s land’ where they ‘cherry pick’ from different stations

(including Radio 2) until they feel ready to commit.

43

Because of this, some listeners in this age group say that they don’t feel fully served

by Radio 1 or Radio 2 (although they may be listening to both).

Listeners feel younger presenters are injecting energy into Radio 2.

Audiences are content with the balance of younger and more mature talent on Radio

2 – they feel it is representative of the station’s listenership.

The choice of younger presenters feels appropriate for Radio 2: striking the right

balance between maturity, music expertise, and energy.

Dermot O‘Leary, Jo Whiley, and Trevor Nelson were front of mind when thinking

about younger talent on Radio 2. While some listeners were wary of younger

presenters joining Radio 2, there is a sense that all of the more recent introductions

have ‘settled down’ and adapted their style to suit the station.

Whilst audiences didn’t want Radio 2 to wander into Radio 1 territory in terms of

presenting style, they did appreciate the energy and passion brought by younger

presenters.


Radio 2 was assessed against the common list of attributes which were applied to all

stations to assess the quality and distinctiveness of each service. The checklist is not based

directly on the service licence but covers the broad expectations for the portfolio of services.

1. High Quality

Radio 2 is performing well in terms of being high quality

Presenters such as Jeremy Vine, Chris Evans, and Steve Wright are felt to deliver on

perceptions of quality – they are described as consummate professionals with years

of experience. Listeners feel close connections with them – they are the voices of

Radio 2.

Programming is considered to be well researched and well structured – each

programme is well thought out before going on air, giving each show a

comprehensive and slick feel.

44

2. Original and different; offers something that other stations don’t

Radio 2’s distinctiveness comes primarily from offering consistent high

quality, both in terms of content and presenters.

Listeners feel they can rely on Radio 2 to always deliver high quality, engaging

content – for audiences, this reliability is what sets it apart from other stations.

In terms of content and music, is the daytime schedule is not specifically felt to

house content that cannot be obtained elsewhere – listeners compared it to Heart

and Magic in terms of music, but as noted above, its quality is felt to set it apart.

However, evening shows such as The Folk Show and Trevor Nelson’s Soul Show

were acknowledged as offering more distinctive and specialist content.

“It is original in that it covers such a wide range of tastes in music, presented by

many different celebs, but still keeps up to date with current music trends.”


3. Wide range of different styles of music – including styles which may not be


Radio 2 is not considered (or expected) to play a very wide range of styles of

music.

Listeners predominately associate the station with credible pop / soft rock, which

seems to be as far as they would like the range to stretch to.

All songs are felt to be well selected, ensuring the station stands for ‘light’ and

‘easy listening’ music. It is these qualities which unite the slightly different styles

played across Radio 2.

Some listeners were not aware of the full extent of Radio 2’s musical diversity

until completing the pre-task where they were asked to listen across the

schedule. Dance Years and The Soul Show were felt to be good examples of its

more eclectic style. Whilst these styles appealed, they weren’t felt to represent

Radio 2’s ‘bread and butter’ and many of the listeners we spoke to did not appear

to be tuning in for these shows specifically.

“There is a good mixture of music, although nothing it too modern or ‘out there.”

45



Radio 2 is felt to offer an interesting variety of music

The mix of old and new is felt to give Radio 2 a dynamic feel.

Listeners appreciate hearing music from different eras within the same

programme - such diversity helps to build perceptions of a ‘family friendly’

station.

Specialist evening programming (e.g. Music in the 1920’s) further promotes the

impression of variety.

“There is a great mix of contemporary music but also music from all decades,

there’s something for everyone!”



This is not felt to be a priority area for Radio 2

Radio 2 plays less of a role in introducing listeners to new artists due to the

perceived focus on credible and established singers and bands. That said, this is

not something listeners expect from Radio 2

Nevertheless, Radio 2 does play a role in helping listeners discover ‘hidden gems’

from established artists. Regardless of whether this music is new or old, listeners

often spoke about it being new to them, which led to the idea of Radio 2 being a

place for ‘uncovering’ music.

“About 10% of the music played is new to me and I am told who they are so it’s

easy to follow up if I like them.”


46


Whilst it is not felt necessary for Radio 2 to have this as an area of focus,

audiences see some change in this area

This is not felt to be a priority area for Radio 2, and respondents struggled to

provide examples of instances where Radio 2 had introduced them to new talent

However, features such as ‘Album of the week’, and younger / more

contemporary presenters (e.g. Dermot O’Leary, Jo Whiley) who are felt to be

placing greater emphasis on this in terms of their playlist choices, are gradually

shifting perceptions

“I don’t feel it does that as much as other stations, but if there were too many

new artists played, I probably wouldn’t listen as much.”



Radio 2’s live proposition is viewed positively and is felt to have improved in

recent years

Listeners feel Radio 2 has excelled in this area in recent years, citing Glastonbury

coverage, Proms in the Park, and the Saturday Sessions as key contributors

There is a sense that the younger talent on the station (eg. Dermot O’Leary, Jo

Whiley) are those driving Radio 2’s live proposition

“It varies a lot and they have lots of live music on most weeks, some of which

I’ve never heard before which makes it really interesting.”



This is not an area with which Radio 2 is spontaneously associated – but this

is not a problem for listeners.

47

Among younger listeners, Dermot O’Leary, Jo Whiley, and Trevor Nelson are

seen to be injecting more youth and energy into the station and supplying fresh

and new ideas

Apart from the greater presence of younger voices, listeners do not feel the

station has made radical changes in this area – nor would they want to see this

happen for fear of the station drifting into Radio 1 territory

“I suppose some of the younger presenters do make it feel a bit more current

and lively.”

Male, 45-54, N.Ireland

9. Provides you with expert knowledge and information about the music it

plays

Radio 2 is felt to be ‘best in class’ in terms of expert knowledge & information

Radio 2 is seen as a key source of information and education for its audience -

listeners learn a great deal about the music played on the station

There is praise for the format adopted by presenters of playing a song followed

by some background information on the artist/track. Having this content neatly

packaged by Radio 2 is particularly appreciated by older, less ‘tech savvy’

listeners who are less accustomed to searching for this type of information on

their own accord.

Steve Wright and Jo Whiley were front of mind in terms of presenters with

musical expertise – they are seen as independent DJ’s who create their own

playlists, and therefore have a lot to say about the music they play because they

are fans of it themselves.

“The history of the tune is often given by the DJ, as well as the year it came out

and gossip about the band and management- this brings back so many memories

to me.”


48


Radio 2 is seen to offer a great deal on a personal level

Older listeners particularly appreciate Radio 2’s commitment to old and new

music – whilst they relate mostly to the classics, they enjoy being able to hear

‘Radio 2 approved’ new music in a relaxed environment.

“I like the mix of old and new music on Radio 2.”

Female, 25-44, South


Radio 2 is considered to have a rich entertainment offer

Overall, the station is thought to be entertaining and enjoyable

However, it is mostly daytime programming that is contributing to this perception

(e.g. Chris Evans, Sound of the 60s)

The schedule is felt by some to lose energy and momentum in the evening as a

result of niche, specialist programming (e.g. Music from the 1920’s, Jazz specials

etc.)

“I love Chris Evans in the morning and Simon Mayo’s Confessions the most.

Other parts in the day can be a bit dull though.”



Radio 2 is felt to strike the right balance between speech and music

On the whole, the station appears to be more personality-driven than other

stations. Listeners are tuning in primarily to hear their favourite presenters – the

music they play has a bearing on their overall views, but it is secondary to

presenting style, topics, and other speech based content.

“It has very good presenters and great interaction with the audience. The choice

of music is also very good.”


49


“Radio 2’s remit is to be a distinctive mixed music and speech service, targeted at a broad

audience, appealing to all age groups over 35. It should offer entertaining popular music

programmes and speech-based content including news, current affairs, documentaries,

religion, arts, comedy, and social action output.”

Radio 2 is seen to be meeting its service remit

The station offers distinctiveness in terms of perceptions of consistent high quality

o Distinctiveness comes primarily from consistent high quality, both in terms of

content and presenters

It is felt to strike the right balance between speech and music

o However, speech content seems to be more highly valued than the music

played on Radio 2 – for the most part, listeners were tuning in for particular

personalities, with music playing a more secondary role.

Listeners appreciate the breadth of Radio 2’s audience – it’s felt to do good job of

serving a broad audience of 35+

o However, some felt that the target age group had been set too high.

o Some of the older Radio 2 listeners also felt that the station appeals to

younger listeners (late 20s) who have ‘outgrown’ Radio 1.

o Listeners with children also revealed that certain parts of the station,

particularly morning programming (e.g. Chris Evans), appealed to their kids

as well – however, it is the parents who tune in in the first place.

The station is associated with offering high quality entertainment

o However, it is predominately the morning and afternoon schedule that is

driving this perception.

o The schedule is felt to lose some energy and momentum in the evening as a

result of niche, specialist programming (e.g. Music from the 1920’s, Jazz

specials etc.). Whilst the evening schedule is still felt to uphold perceptions of

quality, the more specialist nature of the programming can have an impact

perceptions of entertainment value.

Listeners praise Radio 2 for its in depth coverage of current affairs

o They particularly appreciate the fact that on-air debates are balanced and

reflect multiple sides to an argument.

50

Documentaries on Radio 2 didn’t appear to be a key driver to listen

o A small minority mentioned and appreciated a recently broadcast war series,

however, others felt this type of content could be too heavy, and many were

unaware of such content, and said it wasn’t why they were tuning in.



Radio 2 is felt to be contributing to the ‘Creativity’ purpose through its more

specialist content

The station is seen to fulfil this purpose by way of covering more unfamiliar musical

forms – particularly folk, soul and country. The variety of music styles was praised by

listeners – including a more inventive mix of music during later parts of the schedule

Radio 2 also performs well here in terms of offering a range of entertaining

programmes covering different interests such as theatre, writing and film.

Nevertheless, whilst the station is recognised for having imaginative and inventive

speech and music programming dotted throughout the schedule, these elements are

not seen to be at the core of Radio 2’s offer and are not characteristics that listeners

immediately associated with the station.

Audiences see this purpose as a duty for Radio 2 to fulfil – rather than a key driver

to listen. Most of those we spoke to were happy with Radio 2’s contribution to this

Purpose.

Reflecting the UK’s Nations, Regions and Communities

Radio 2 is seen to be performing well in terms developing communities of interest.

However, there was feedback from listeners in Northern Ireland who feel that their

nation is underrepresented in programming – both in terms of news/ current affairs,

traffic updates and hearing Northern Irish artists on the station too.

Sustaining Citizenship and Civil Society

News bulletins were positively received by audiences for being accurate, up to date

and trustworthy.

Listeners also value Radio 2’s current affairs output and its speech content focussing

on topical debates which also allows for listener participation through phone-ins.

51

Promoting Education and Learning

Radio 2 is seen to encourage informal learning through music content programmes –

by being a source of knowledge and information about the music it plays. Presenters

across the station were praised for their extensive knowledge about the music they

play and the passion with which they impart this knowledge to the audience.

Some listeners were engaged with Radio 2’s documentaries, which are seen to

support the education purpose – but their appeal was not universal.

Bringing the UK to the World and the World to the UK

Amongst listeners, there was appreciation for Radio 2’s commitment to showcasing

music from different parts of the world.

News and current affairs programming is also seen to cover both global and UK

centric stories.

Emerging Communications

Listeners are engaging in different ways, online and via the app – they feel Radio 2

has the available platforms to fulfil this purpose.

52

6 MUSIC

HEADLINE FINDINGS

6 Music listeners value the station for its unique stance in the music radio

landscape

This unique stance comes in the form of a sole focus on alternative music. Within

this alternative category, 6 Music is felt to cover the full range of genres, many of

which are not typically heard on other radio stations, as well as playing a welcome

mix of the best old and new alternative music. This leads to the perception of 6

Music being a home for music lovers.

The station is also considered unique due to the expertise of its presenters, who are

described by listeners as respected DJs who consistently impart detailed knowledge

and information about the music they choose to play. They are felt to be

connoisseurs of music and collectively span many different generations and genres,

with Gilles Peterson, Lauren Laverne and Steve Lamacq often being singled out as

exceptional examples.

6 Music’s strength in aiding music discovery is also a strong differentiator, with it

acting as many listeners’ primary and most valued new music source. It succeeds in

holding its own amongst a growing digital world of music, informing and influencing

listeners’ music collections.

Music plays a very large role in the life of the typical 6 Music listener, defining part of

their identity. They are looking for a fully immersive, exploratory experience when it

comes to listening to 6 Music. They know they may not like all of the music offered

but are willing to take the risk to discover new or existing hidden musical gems.

As a result, listeners are proud of belonging to the ‘6 Music community’

It’s worn as a badge of discernment and is taken as an indication that someone is a

true music ‘connoisseur’ in the sense that they are knowledgeable about music, know

what they like and don’t like and are excited to uncover new and different music. 6

Music is seen as a sanctuary for music lovers which stands wide apart from other

radio stations which are seen to be becoming increasingly saturated by

‘manufactured chart-based music’.

53

“A 6 Music listener is someone who really knows what they like when it comes to music.

They’re interested in ‘proper’ music and that doesn’t include the Top 40!”

Female, Manchester

In the music radio landscape, 6 Music is considered stand-alone and without any

real competition

Listeners consider it to have a broadness and focus on music which cannot be

rivalled by the stations that might be presumed to be its competitors.

However, despite all the overwhelming positivity expressed towards 6 Music, in

its current DAB format, it is difficult for listener’s radio needs to fully met by the

station

The lack of access to DAB radio at critical ‘listening periods’ during the day (eg. when

in the car, when at work) means that many listeners have to resort to other station

when not at home. This could go some way in explaining why 6 Music’s listeners,

despite their love for the station, still have relatively low awareness of the schedule

in its entirety.

“Before you asked me to listen to other parts of the schedule for my homework, I had

no concept of the station’s full scope. Now I do, I feel even more excited about what it

has to offer me”

Male, Manchester


1. High Quality

The music offer and the knowledgeable presenters are driving perceptions of

high quality.

The music played is the main indicator of 6 Music being a high quality station,

playing an unrivalled variety of genres as well as a perfect blend of old and new

music.

The presenters are exceptional, demonstrating passion and expertise with regards to

the music they play.

54

The content is cutting edge and constantly educates listeners about different area of

the music industry.

“The presenters are so impressive- it’s like a radio station run by professional music

lovers”

Male, Manchester


The music offer and focus is seen as distinctive, and listeners feel it is genuinely

alternative and unique compared to what’s available elsewhere

6 Music is seen to be unique in terms of the breadth of musical genres played and its

mix of older music back to back with newer artists.

It is not restricted by commercial obligations and therefore has freedom to play

whatever music it likes.

Ultimately listeners can find music on 6 Music which they cannot find on any other

radio station.

6 Music listeners do not feel patronised by the DJs, as they do with some other

stations, instead they treat the listeners like their peers.

“6 Music has this different energy to other commercial stations, it feels more quirky

and hasn’t sold out”

Female, South



6 Music plays an appealing eclectic range of music styles

6 Music stands out from commercial radio due to the variety of music styles

played, never limiting itself to genres which are considered ‘popular’ or

‘mainstream’.

Some shows however, particularly those late at night, are felt by individual

listeners to be a little too ‘left field’ even for the open-minded.

55

Despite this, even if these shows are not felt to be personally relevant to a

listener, their presence is welcome nevertheless as they add to the ‘eclectic’ and

‘non-conformist’ image of 6 Music- both of which are strong station identifiers.

“The other day I found myself listening to some African electro remix- on what other

radio station could you find that?!”

Female, Manchester


The 6 Music DJs inject variety as they are able to express their musical

selection

6 Music is seen to play a fantastic variety of music and unlike other stations, the

DJs seem to play what they want and are passionate about, rather than being

restricted by a central playlist.

The variety available makes 6 Music seem like lots of stations blended into one.

Therefore listeners don’t have to flit between stations as 6 Music caters to all

tastes.

“The mix of music is fantastic, there will always be show to suit every person or every

mood…it’s a bit like a juke box”

Male, South


A strong focus on new music discovery is present throughout all of 6 Music’s

shows

6 Music is felt to perform very well in aiding new music discovery, with specially

dedicated shows such as ‘6 Music Recommends’.

However each individual show on 6 Music is also felt to have a notable ‘new

music’ element, constantly alerting listeners to breaking acts within that specific

alternative genre, with features such as ‘New Music Monday’, ‘The Round Table’

and ‘Album of the Week’.

56

“6 Music is my primary source for discovering new music”

Male, South


On the whole 6 Music does well in supporting new talent, but listeners feel it

could do even more to promote unsigned artists.

Currently 6 Music is seen to do a good job in supporting new signed artists,

particularly through shows such as ‘BBC Introducing’.

However, some listeners feel that 6 Music could be doing even more to champion

unsigned and underground artists.

“Given the station’s alternative image, I feel it could put more focus on unsigned

bands and give them a push”

Male, Manchester


Listeners perceive that there is a decent amount of live music available, but

the current scheduling doesn’t always allow them to make the most of it.

Generally listeners feel content with the access that they have to live music,

especially online.

The presence of specific shows dedicated to live music is also appreciated, such

as the ‘6 Music Live Hour’.

However the ‘6 Music Live Hour’ is scheduled at a time deemed ‘anti-social’, and

it is consequently missed by the majority of listeners.

“I don’t hear much live music apart from the odd Radio1 or Peel session. I listen during the

day mostly so perhaps there is more at night”

Female, Manchester


Guest presenters and interesting discussion based shows help contribute to

an impression of 6 Music having lots of fresh and new ideas.

57

Shows are felt to be kept fresh and exciting through inviting in guest presenters

such as DJs or actors, who provide a different and valued perspective.

6 Music also exhibits lots of interesting show formats which foster exciting

discussion and uncover fresh new talent, such as ‘BBC Introducing’ and Steve

Lamcq’s ‘Round Table’.

“I’m always interested to listen to the Round Table and hear the different guests’ opinions

and perspectives on music”

Male, South


plays

6 Music’s presenters are seen to be unrivalled, constantly adding value to the

music they play with their passion and knowledge

The music expertise exhibited by the station’s presenters is felt to be one of 6

Music’s greatest assets, educating listeners about the song played, and not just

saying the song name and artist like some other stations.

Listeners greatly value the presenters’ real music industry credentials. As DJs and

band members, they are seen to demonstrate true passion and knowledge about

the music they play. This is felt to particularly be the case for DJs such as Lauren

Laverne and Gilles Peterson.

The fact that many of the presenters are names which people grew up with on

Radio 1 adds kudos to their presenting, as listeners are conscious that they are

bringing decades of experience to their music commentaries, e.g. Steve Lamacq.

“You can tell that the DJs are passionate about the music they play. They always know the

story behind the songs- they do this better than anyone else”

Male, Manchester


6 Music provides a welcome sanctuary to ‘real music’ fans

58

It is felt that 6 Music offers a lot to anyone who considers themselves to be a

‘music lover’, whatever their age. For this group of people, it is a welcome

diversion from mainstream music.

Furthermore, the variety of music available on 6 Music ensures that there is

something appealing to be found for every taste within this ‘music lover’ bracket.

“I listened to a fascinating interview with André 3000 the other night about the life of

Jimi Hendrix- I was hooked!”

Female, South


Presenters hit the right tone with easy-going humour which does not

overpower the shows’ music focus

For many older listeners, listening to many of 6 Music’s shows, e.g. The Craig

Charles Funk and Soul Show, is considered a viable and entertaining alternative

to having to go out in order to hear exciting music sets.

Presenters also play a key role in listeners’ enjoyment of the station by injecting

witty, dry humour which entertains, but never at the expense of the music.

“Guy Garvey is a typical 6 Music presenter- a dry Northerner with great chat!”

Male, Manchester


A good balance is struck between speech and music, with the presenters

knowing when to input and when to let the music do the talking

Listeners feel that 6 Music has a good balance between presenters who inject

lots of light-hearted ‘chit chat’ into their shows, and those who are perceived to

make the music the sole focus, such as Lauren Laverne.

In terms of the pure speech programming to be found, its unwavering music

focus makes it just as relevant to the ‘music loving’ audience as the music

programming is.

59

“6 Music isn’t like other radio stations where there’s so much inane banter that it

makes you want to turn over”

Male, South


“6 Music’s remit is to entertain lovers of popular music with a service that celebrates the

alternative spirit in popular music from the 1960s to the present day. Its programmes

juxtapose current releases outside the mainstream with earlier recordings, including music

from the BBC Sound Archive. It should provide context for the music it plays, and support

live music and new artists”

6 Music is successfully meeting its service remit

The station effectively entertains lovers of popular music

o It is felt by listeners to be a station for music connoisseurs, who are

passionate and knowledgeable about their music tastes.

o However, many 6 Music listeners do not consider themselves to be lovers of

‘popular’ music.

o They see themselves more generally as ‘lovers of music’, indicating a listener

base which is open-minded, and curious about music.

6 Music is considered to be an influential supporter of new artists

o For many listeners the station is their primary and most valued source for the

discovery of new artists.

Presenters provide a thorough and much wanted context around the songs which

they play

o Due to the knowledge which the presenters hold, they are very good at

explaining the stories behind the music they play.

Whilst live music is supported, it is concentrated around certain slots in the schedule

o Listeners feel there could be a stronger focus on live music throughout the

entire music schedule, rather than localised around certain shows which are

often on-air early in the morning.

Each programme successfully juxtaposes current releases outside the mainstream

with earlier recordings

60

o A good balance is provided between old favourites and exciting new talent



6 Music contributes strongly to the alternative music culture, and some feel it

could do even more to engage wider cultural interests

There are many elements of 6 Music’s offer which are felt to be contributing to the

‘Creativity’ purpose.

o 6 Music is seen to stand alone in the landscape for encouraging interest in

the music it plays.

o The station’s DJs are seen as ‘connoisseurs’ and are seen to be fully

immersed in the alternative music culture.

o The station is seen to focus on non-chart and non-commercial music. This

distinctive music policy is seen as creative.

However, its audience also felt there were some areas of the purpose which 6 Music

was less focused on :

o Listeners noted that the station is seen to just cover music, and does not

necessarily cover other cultural interests – however there was not an appetite

to see more of this necessarily.


The news bulletins which are scheduled frequently throughout the day are felt to

serve this purpose well, providing accurate and trusted news updates.


6 Music is felt to meet this purpose through introducing and showcasing alternative

music to its engaged audience, which listeners value as a form of informal education.

A significant amount of 6 Music listeners also use the station as a key source of their

music knowledge, as well as a means through which to expand their music

repertoires

Reflecting the UK’s nations, regions and communities.

61

6 Music is felt to represent a like-minded community focussed on the music it plays.

Coverage at live events is also seen to be representative geographically across the

country.


6 Music meets this purpose through its showcasing of international talent.

Its new bulletins also are felt to include global news when relevant.


The station is felt to be fulfilling this purpose, particularly with its online playlists.

62

RADIO 3

HEADLINE FINDINGS

Radio 3 is highly regarded and valued by its listeners

Across the board, it is commended for its high quality presenters. These are seen as

a ‘gold standard’ for genuine knowledge of their subject matter, and their presenting

style is valued for striking the balance between being informative and being clear.

The standard of information presented within the speech content is perceived as

excellent, covering a wide range of subject matter across the spectrum of classical

music and the arts.

In addition, it is valued for the fact that it offers content beyond its core proposition

of classical music: listeners appreciate its commitment to jazz, drama, poetry and

essays and see this as expanding their own cultural knowledge.

Live and pre-recorded concerts and performances are seen as a key asset to Radio 3.

Both the range of music styles covered, and the acoustic quality of the performance,

are considered to be high quality.

Radio 3 listeners can be divided into three distinct typologies

The largest proportion of the listeners encountered within the audience research fell

into an ‘Advocates’ category. These listeners see themselves as experts in or

advocates of culture and the arts, and use Radio 3 as a tool to engage with culture,

to learn, and to expand their cultural horizons.

o Radio 3 serves the needs of this listener group very well: effectively, they are

at the core of the listener base. They feel that Radio 3 is targeted at them

and their needs, and find both the music and speech content highly engaging

and informative.

A secondary group of ‘Casual Listeners’ listen to Radio 3 to relax and unwind. Their

engagement with the station is primarily as background noise, and their listening

habits are fairly erratic. This is linked to the fact that they don’t always feel engaged

by the content. The speech content, in particular, can feel too highbrow or

inaccessible to them.

The third listener typology is made up of ‘Entry-Level Listeners’, who are just

beginning to engage with classical music and the arts. These listeners look to Radio

3 to help them engage further with this type of content, and improve their

understanding and knowledge in this area. They are less passionate about Radio 3’s

63

proposition than Advocates, but are keen to deepen their involvement with it. For

these listeners, the most appealing aspect of Radio 3 was its classical music focus.

Overall, Radio 3 is felt to be striking the right balance between satisfying its core,

more engaged audience, and providing enough ‘accessible’ content to allow more

casual or less engaged users to engage.

Radio 3 has a distinct and unique identity in the music radio landscape

Its proposition is understood to stretch beyond classical music to cover jazz, opera

and contemporary styles – a breadth which is appreciated.

It is also praised by listeners for its range of non-music (speech) content, including

poetry, essays and drama.

Overall, it is perceived as a high-quality station covering the full spectrum of culture

and the arts (with a particular focus on classical music), with presenters who are

perceived as expert in their field.

Listeners feel its key competitor is Classic FM. However, Radio 3 is seen as more

serious, sophisticated and prestigious across the full range of its content, and is

noted for its highly expert presenters.

By comparison, Classic FM is perceived as focussing solely on classical music, with a

more light-hearted tone.

ASSESSMENT AGAINST QUALITY AND DISTINCTIVENESS CHECKLIST

1. High Quality

Radio 3 has very high quality perceptions

Radio 3 listeners perceive the station to be of the highest quality, with its reputation for

quality a key driver to listen to the station.

o These quality perceptions are primarily driven by the music offer: Radio 3 is seen

to play the best classical, opera, jazz and contemporary music from across the

ages.

o In addition, the presenters are seen to significantly contribute to the overall

quality of the station, in terms of their own knowledge and expertise in the

genre, and the level of information they pass on to listeners.

o The range and standard of programmes across the full Radio 3 schedule was also

mentioned by listeners as indicative of consistently high quality.

64

“Some of the best presenters & recording material in the business, I think.”


2. Original and different; offers something that other stations don’t

Radio 3 is highly distinctive, with no competitor seen to perform at the same

level

The consistently high quality of both the content and presenters on Radio 3 sets it apart

from other stations and places it at the forefront of the industry in listeners’ minds.

o Radio 3 is not seen to have any ‘true’ competitors in the sense that Classic FM, its

closest competitor in terms of content, is felt to be very different to Radio 3 in

terms of the content it offers.

o Perceptions of distinctiveness are bolstered by the evening shows, which are

seen to offer more specialist content, as well as Radio 3’s commitment to live

music, which is felt to be unique within its competitive set.

“The only UK station to cater for a varied classical taste.”

Female, Birmingham

3. Wide range of different styles of music – including styles which may not be


Radio 3 is praised for showcasing a wide range of different styles of music

Listeners had noticed an increase in recent years in the range of different styles of music

played on Radio 3.

o In particular, they mentioned the increasing amount of world music played. This

was seen as a style of music very unlikely to be encountered elsewhere, and

many listeners appreciated being exposed to it.

o New Generation Artists was also mentioned as an important asset in terms of

showcasing different styles of music.

65


Radio 3 is seen to offer a good variety of music

Listeners immediately acknowledge – and appreciate – the fact that Radio 3 plays

content that stretches beyond its core classical music proposition.

o Listeners mentioned having heard opera, concerto, contemporary and Jazz music

– both modern and from earlier periods – and appreciate Radio 3’s commitment

to this variety

o Overall, Radio 3 is seen as offering a sufficiently good variety of music to be

relevant, appealing and engaging to all listeners

“There is a good range and variety as far as I am concerned.”



Radio 3 is valued for its role in helping listeners discover new music and artists

Within the context of Radio 3’s proposition, this is primarily interpreted as introducing

listeners to music and artists they were not previously aware of.

Listeners see Radio 3 as a key source for the expansion of their music repertoires and

value it for the role it plays in introducing them to new and established artists from a

range of genres and geographies.

o The range and variety of music played facilitates this discovery, exposing

listeners to both new and unknown existing music and genres

o The presenters play a strong role in supplementing this sense of discovery

through their detailed introductions of new music to audiences

o Those listeners who access Radio 3 via the website or an app particularly

appreciate the fact that the song and artist name is displayed on their screen,

allowing them to research the music further if desired.

“It’s where I hear the majority of the music I listen to – the presenters always provide full

information on the artists they play too.”

Male, London

66


Radio 3 is perceived as committed to supporting younger talent

The station is seen as having a commitment to young artists and performers, with

various initiatives within the schedule to support this.

o Listeners mentioned New Generation Artists and the Young Musician of the Year

as key aspects of Radio 3’s proposition that serve this purpose.

o In addition, listeners appreciated the fact that Radio 3 Live in Concert promotes

youth orchestras and choirs, thereby supporting the emerging careers of younger

talent.

o Overall, listeners felt that it was crucial for Radio 3 to demonstrate this

commitment to younger and less well-established talent in order to stay fresh

and expand its appeal to a younger listener base.

“Yes - they have a scheme called ‘New Generation Artists’.”

Female, London

7. Allows you to hear live and specially recorded music

Radio 3’s commitment to live music and pre-recorded concerts is one of its key

strengths

The amount, variety, and quality of live and pre-recorded concerts on Radio 3 is seen as

one of its key assets, and one of the most highly valued components of its offer

o Radio 3 Live in Concert and the Lunchtime Concert were frequently referenced as

key examples of this, as well as the Proms.

o Live music and pre-recorded concerts were seen as giving the station more

vibrancy, and formed a key part of engagement with the station for many

listeners, who listened to live and pre-recorded performances as often as every

day.

o The quality of the live performances is lauded and perceived as very high:

listeners described the acoustic experience as akin to being physically present

o For listeners outside of London, in particular, live and pre-recorded music plays a

crucial role in providing exposure to a type and calibre of performance that they

feel would otherwise be difficult to access.

67

“World class, unbeatable. To be able to listen to Wagner's Ring Cycle, live, in the comfort of

your own home, completely cost-free, is a privilege for which I am very grateful.”



Radio 3 is seen as less strong when it comes to demonstrating lots of fresh and

new ideas – but this is not problematic for listeners on the whole

The fact that Radio 3 showcases a broad variety of music styles and genres beyond its

core proposition is felt to go some way towards fulfilling this, however having a wide

range of fresh and new ideas is not felt to be integral to the station’s overall offer – it’s

not generally expected to have a heavy focus on this area.

o Perceptions of an increased focus on jazz and world music, as well as non-

musical cultural forms such as drama and poetry contributed to some perceptions

of fresh and new ideas.

o Feedback from listeners suggested that some parts of the schedule could be

repetitive throughout the day (for example, in the afternoon): it was felt that

there was scope for something new and different within the schedule.


Radio 3 is seen to be very good at providing expert knowledge and information

about the music it plays

Radio 3 presenters are viewed as ‘best in class’ by listeners and held in high esteem for

the expert knowledge and information they transmit to listeners

o Across the board, presenters are trusted as a source of credible knowledge and

information about the music played. They are valued for making the music feel

relevant to listeners, and for their contribution to the educational value of Radio

3.

o They are recognised as coming from musical backgrounds, with the presenters

within the evening schedule mentioned specifically for having a high level of

expertise and credibility.

68

“When I don't know much about a piece of music it is good to be informed more about the

composer and his/her background, as well as the musical style. Also for music I do know

well, such as many operas, there is usually something new to learn about the historical

context to the opera.”



Some listeners feel that Radio 3 offers a lot to them personally, but it can vary by

‘type’ of listener

More ‘expert’ listeners or ‘advocates’ of Radio 3 feel as though the station is tailored to

them and their needs. However, less engaged or newer listeners find Radio 3’s appeal

and personal relevance more erratic.

o The proposition is, on the whole, perceived as being advanced and sophisticated.

This means that heavier listeners of Radio 3 (Advocates) – who generally have

fairly high levels of cultural and music knowledge – perceive the station as being

highly relevant to them personally, going as far as to say it feels personally

tailored to them.

o However, the station does not always feel relevant and engaging for less

engaged or newer listeners. These listeners find some of the content

‘inaccessible’ or too ‘highbrow’; this means they also feel Radio 3 is aimed at

‘Advocates’ and feel excluded by this.

o As such, these listeners engage with Radio 3 more sporadically, and only at

points where they feel the content is accessible to them and their current levels

of knowledge – or makes an effort to educate less knowledgeable listeners.

Listeners of this sort look to Radio 3 to broaden their cultural horizons, but can

struggle to find an accessible entry point to the content.

o Neither ‘Advocates’ nor casual / entry-level listeners feel that Radio 3 should be

‘dumbed down’: there is resistance to this across the board. However, non-

Advocates feel that more accessible commentary would help them to engage

more effectively with the presenters and station and better understand its

content and context.

69


On the whole, Radio 3 is felt to be entertaining and enjoyable

Radio 3’s listeners find the station relaxing and a form of escapism as well as

intellectually stimulating and educational.

o The station clearly meets a range of needs and serves a wide variety of listening

occasions.

o All individual elements of Radio 3’s offer are seen to contribute to it being

entertaining and enjoyable. However, the live and pre-recorded performances,

variety of music, and the Radio 3 ‘atmosphere’ are perceived as particularly

strong in this.


Radio 3 is felt to have a good balance between speech and music programmes

Across the schedule, the balance between speech and music content on Radio 3 is felt to

be right, with each element highly valued by listeners

o Audiences feel that the greater amount of conversation in the mornings is

appropriate, and enjoy the increasing focus on music throughout the day

o Some of the heavier listeners do feel that there is too much speech during the

Breakfast programme, but this appears to be a minority since others welcome it.

o The speech programmes are valued both as engaging educational pieces and

entertaining background listening, depending on listener moods.

“A great mix of world class music and interesting presenters.”

Male, Birmingham

70


“Radio 3’s remit is to offer a mix of music and cultural programming in order to entertain its

audience. Around its core proposition of classical music, its speech-based programming

should inform and educate the audience about music and culture. Jazz, world music, drama,

the arts and ideas and religious programming should feature in its output. The service

should appeal to listeners of any age seeking to expand their cultural horizons.”

Radio 3 is seen to be meeting its service remit

The station offers a wide range of music and cultural programming that entertains its

audience

o Listeners clearly recognise a well-rounded mix of music – covering a wide

range of styles and genres (e.g. opera, classical, contemporary, world music)

– and other forms of cultural programming, such as drama, poetry and

factual programming.

o The balance between music and other forms of cultural programming is felt

to be right, and listeners enjoy the exposure to a variety of different streams

of culture and the arts.

Radio 3’s output stretches beyond its core proposition of classical music, and

performs well in terms of informing and educating its audience via speech-based

programming

o Radio 3’s presenters are viewed as expert and best-in-class; this means that

the speech-based programming they present is also felt to be high quality,

educational and informative.

o Listeners feel that speech-based programming hits the right tone in terms of

not being overly didactic and dry, and presenting information clearly and in

an engaging way, without – on the other hand – feeling too ‘light touch’.

o The speech-based programming, like the rest of the schedule, is also seen to

be well-balanced between music-related information and educating listeners

about other cultural areas.

All forms of content specifically mentioned in the remit are well-covered within Radio

3’s programming schedule.

71

o Respondents were able to specifically recall instances of hearing jazz, world

music, drama, and religious programming, and ‘the arts and ideas’ was felt to

be covered across the full scope of Radio 3’s schedule.

o This breadth of focus across the schedule was commended as unique,

distinctive, educational and entertaining.

Radio 3 is seen as suitable for and appealing to listeners of all age groups and

backgrounds with an interest in culture

o There was no sense of age exclusivity within Radio 3, in line with its remit.

o Respondents perceived the key criterion for listening to Radio 3 as an interest

in music and culture, and a desire to expand this knowledge and exposure to

different forms of culture and the arts.

o Only the extent to which Radio 3 feels genuinely accessible to listeners of all

ages was questioned. There is felt to be some scope to increase appeal to

younger audiences through more ‘accessible’ speech-based content.



Radio 3 has great strengths in this area, but could do more to engage and delight

certain types of listeners

At a headline level, Radio 3 is performing well in terms of stimulating creativity

and cultural excellence. Its listeners view it as a leader in showcasing classical

music, arts, and culture.

o It is clear that Radio 3 offers a wide range of enjoyable and entertaining

programmes and content, which cover a wide range of cultural and

creative activities.

o Listeners praise the breadth of Radio 3’s programming, and feel that it

encourages interest in a broad range of cultural and creative areas,

beyond its core proposition of classical music.

Drama, poetry and world music were spontaneously mentioned in

relation to this purpose.

Radio 3 is seen to break new ground in terms of the content it showcases, and in

terms of the cultural leadership it shows

72

o The recent broadening in the diversity of the schedule is seen as ground-

breaking both for Radio 3, and within the context of the broader arts and

cultural entertainment landscape.

Specifically, this relates to a perceived increased focus on jazz and

world music, as well as non-musical cultural forms such as drama

and poetry. This is perceived as fresh and new for Radio 3.

Whilst these changes can be polarising in terms of appeal (some

longer-term, older listeners are wary of any movement away from

the core proposition), they are seen to work towards fulfilling the

Creativity purpose.

Radio 3 is felt to celebrate both established and new and emerging talent

o This is across the spectrum of ‘talent’: respondents were most easily able

to identify examples of musical artist and performers, but recognised that

Radio 3 also promoted and introduced them to new presenters, actors

and writers.

o Respondents also felt that Radio 3 fulfilled this aspect of the Creativity

purpose in terms of introducing them to talent that is new to them, even

if the artists are not at the start of their careers.

However, Radio 3 is not seen to perform as well in terms of introducing

audiences to new interests, or helping them to enjoy these, and some audiences

would like it to do better at this.

o Radio 3 is seen to perform relatively well in terms of nurturing existing

cultural interests, for people with background knowledge of these –

primarily the ‘Advocate’ listener type.

o However, listeners feel that a certain grounding in arts and culture is

required to fully appreciate and enjoy what Radio 3 has to offer. As such,

it can be difficult for them to engage with content and programming that

is new to them in the same way as more knowledgeable listeners do.

Radio 3 could do more to help listeners build up to new content or

transition from their current interests to new ones.

o For certain listeners – namely casual and entry-level listeners - the speech

content as a whole is not always felt to be accessible. Instead, it can feel

predicated on a certain level of previous knowledge and/or education.

This makes it difficult for them to feel that Radio 3 does enough to

73

motivate and engage them to interact with this content in a more

profound way.

Sustaining Citizenship and Civil Society

The frequent news bulletins throughout the day are seen to fulfil this purpose by

providing accurate and trusted news update. This is seen to be sufficient within the

remit of Radio 3.

Promoting Education and Learning

Radio 3 is seen by its audience to have a duty to introduce, educate and inform

listeners to classical music and the arts.

It is largely valued by its audience as a primary source of knowledge and education

in this area, and the ability to learn and expand cultural knowledge is a key driver to

Radio 3. The highly knowledgeable presenters play a key role in fulfilling this

purpose.

For some newer or more casual listeners, however, some of the speech content can

feel too inaccessible to enable effective education.

Reflecting the UK’s Nations, Regions and Communities

Radio 3 is felt to reflect the nations, regions and communities of the UK well, and

across a number of aspects of its programming.

The fact that live and specially recorded performances are held in locations around

the country (rather than just in London) was cited as a key example of this.

Live choral performances were felt to reflect the range of religious communities

within the UK.

Overall, the fact that Radio 3 showcases specialist content for classical music and

arts enthusiasts was felt to create a sense of community with a shared interest.

Bringing the UK to the World and the World to the UK

Radio 3 is seen to showcase composers, performers and music styles from around

the globe, and to bring the best global talent to listeners

In addition, the regular news bulletins throughout the schedule keep listeners up to

date with international news

Emerging Communications

74

Although the majority of the Radio 3 audience who participated in the research

listened to Radio 3 primarily via FM radio, respondents acknowledged that Radio 3

was available on a wide range of digital platforms, and were listening to it via these

digital platforms to some extent.

75

ASIAN NETWORK

HEADLINE FINDINGS

Asian Network is highly valued by its listeners, and is felt to successfully cater to

listeners’ identities as British Asians

The breadth of the music played adds value to Asian Network. The music is

considered to be broad due to the wide spectrum of Asian music genres played, as

well as the mix of both old and new music. Listeners feel new and emerging artists

are often invited into the studio to play and discuss their music. In this way Asian

Network has become known for championing new British Asian talent.

Asian Network is also felt to alert and inform listeners about particular events of

interest for the Asian community nationally, such as religious festivals or Bollywood

concerts. In addition, the station is felt to educate its listeners on the different Asian

cultures which exist within the UK.

The station is highly valued by its listeners for the intellectual debate which takes

place on the station. Listeners see Asian Networks’ debate shows as platforms upon

which opinions can be expressed regarding issues affecting the Asian community

both home and abroad.

There is also strong praise for the upbeat and ‘jokey’ tone of the presenters and their

ability to keep the tone light and enjoyable.

Speech-based content on Asian Network is as highly valued as music content

Non-music related content such as news, current affairs and debate programmes

held equal appeal to listeners as music-based shows, and were felt to help listeners

feel connecting to the Asian community. It is the high quality of this speech content

which sets Asian Network apart from competitor radio services aimed at the Asian

community.

“Hearing about what’s going on in India where I originally come from helps me feel in touch

with my heritage and understand what my family over there are experiencing”

Male, 21-24, Manchester

“Around Diwali there were lots of educational shows about the history and how it’s

celebrated. As a Muslim it gave me an understanding of another Asian culture”

Female, 25-39, Birmingham

76

“It’s important to educate myself about problems which affect me and my community.

These debates are a platform for people to give their ideas and viewpoints”

Female, 21-24, Manchester

The appeal of the presenters varies depending upon the demographic of the

listener

For a younger demographic, their praise for Asian Network was largely given in

reference to the station as a whole. They appreciate light banter and conversation,

but the right balance between speech and music content in each programme must

be struck.

For the older listener base, their praise for Asian Network was given more often in

reference to particular presenters and their specific shows. Having established a

rapport with the station over a longer period of time, these listeners value and take

comfort in a selection of familiar presenters.

Asian Network’s digital-only broadcast format is a key complaint amongst

listeners

Despite full enthusiasm for the content of the station, access in most parts of the UK

is limited by Asian Network’s DAB radio format. Listeners were typically listening to a

lot of radio in the car when they were on the school run or driving to work for

example, and were having to resort to other radio stations in these instances. As a

result, listeners felt that they were missing out on engaging with certain parts of the

schedule.

77


1. High quality

Asian Network is seen as being constantly at the forefront of the Asian music

scene and also provides engaging news and current affairs content

The music played on Asian Network is perceived as high quality as it is seen to be at

the forefront of the Asian music scene and covers the full range of different genres.

The current affairs/news aspects are also consistently up-to-date, discussing issues

both home and abroad which are pertinent to the British Asian community.

Production values are seen to be premium also. The sound quality is felt to be

impeccable and the presenters speak slowly, clearly and in a professional manner.

“Lots of the local Asian music radio stations in Manchester are so crackly with unclear

speech, so the clarity of Asian Network really stands out”

Male, Manchester


Asian Network is felt to be original and unique in its presentation of Asian music

and life within a British context

In comparison to other music radio stations, Asian Network is felt to be clearly

different due to its solely Asian focus on a national scale. It is a ‘go-to’ destination for

all the latest on Asian music, film and celebrity.

However even within the Asian radio station landscape, no other station is felt able

to compete with Asian Network’s unique focus on specifically ‘British Asian’ culture,

with other stations feeling to be more for first generation Asians whose British

identity may be less strong.

It is also felt to be original and different in terms of the breadth of music it plays

within the ‘Asian music’ framework, not limiting itself to music of one specific Asian

music genre.

“Lots of other Asian radio stations are a lot more conservative and a lot of the speech

is in mother tongue. I don’t relate to these stations as much”

78

Female, Manchester



Listeners feel that they are exposed to a wide range of Asian music through the

station

Despite the niche nature of Asian Network, listeners highly appreciate the range of

genres played within the ‘Asian music’ framework, from Bhangra to Bollywood music.

However listeners express that they see a willingness to also innovate within this

framework, championing new emerging styles of Asian music which display an

amount of influence from Western music culture, e.g. Asian rap.

“The DJs often play remixes of English and Asian songs, creating a whole new

sound”

Male, Manchester


The station plays an extensive mix of Asian music, from traditional to cutting

edge

Listeners appreciate that Asian Network is a specialist music station, and are

therefore happy for it to stay within these parameters when it comes to choosing the

music and artists that they play.

However amongst the British Asian artists whom the station champions, such as Jay

Sean, a wider variety of genres are felt to be sufficiently covered e.g. R&B, hip hop

etc.

Asian Network is also felt to offer its listeners variety through the balance it strikes

between playing cutting edge new music, chart music and also plenty of old

favourites.

“The shows that I listen to don’t focus on one genre of Indian music so I get to hear

a variety of different music, some which I wouldn’t hear through my usual sources of

iTunes”

79

Voices from the Crowd


A good level of emphasis is felt to be placed on new music discovery, with

listeners being introduced to new songs and the station inviting breaking artists

onto the show

Listeners are positive about the level of focus given to music discovery on Asian

Network, with presenters alerting listeners to upcoming releases and playing the

newest tracks. Bobby Friction is felt to do this particularly well.

The request show with Murtz also gives listeners exposure to music which, whilst

may not be new in terms of when it was released, may be new and exciting to the

person listening to it.

“It’s my go to place to find out about who’s cool and up and coming in the world of

Asian music”

Male, Birmingham


Asian Network is seen to play a pivotal role in launching British Asian acts into

the mainstream

The station is felt to have been an influential force behind the careers of successful

British Asian musicians such as Jay Sean, as well as European Asian artists in general

such as the Dutch singer Imran Khan.

Asian Network is seen to often invite new, up-and-coming artists onto the show to

play their music for the listeners and explain how it came to be.

“I first heard Jay Sean on Asian Network, they were the ones to really push him

before he made it to the big time”

Female, Manchester

80


There is not perceived to be a great amount of live music, but it is felt to satisfy

the audience’s desire

Whilst it is not felt that Asian Network dedicates a huge proportion of its

programming to live music, it meets its audience’s moderate desire for such.

Artists are regularly invited into the studio to perform live, and this is made

increasingly accessible with video footage via the red button.

“I do hear live music on Asian Network, but there isn’t so much of a focus on music

festivals and things like that in the Asian music world, so such a big focus is less

necessary”

Male, Manchester


Encouragement of audience participation is felt to help inject new and

interesting ideas into Asian Network’s shows

The stations shows are felt to be vibrant and kept interesting through the

encouragement of listener phone-ins and live on-air debates on Nihal’s show.

“I love listening to Nihal’s debate show as I’m always interested to hear new and

different opinions on familiar issues”

Female, Birmingham


Asian Network is seen as an authority on Asian music

Listeners feel well informed about the music the station plays, being provided with

interesting insight on the artists as well as the story behind the song.

However this expert knowledge is often felt to come from guests who’ve been invited

onto the show or from the artists themselves, rather than from the presenters

themselves necessarily.

81

“When they have artists in, they let listeners call up and ask them questions so you

really understand the song and how it was made”

Female, Manchester


The station successfully caters to the British Asian community in its entirety,

serving all religions, languages and regions

Asian Network is seen to perform particularly well in this area, successfully targeting

the full span of the Asian community through playing music in many different

languages alongside English. It also celebrates with and educates its listeners about

a range of different religious/cultural events. In this way, there is something for

everyone.

Listeners also cite using Asian Network as a ‘personal alert’ for events and festivities

happening both regionally and across the country, from religious celebrations to

Bollywood concerts.

“When it was Diwali they mentioned a big party going on in London. I’m from

Manchester so I wouldn’t have otherwise heard about it, but I saw it as a chance to

go visit London and celebrate there with some friends from there”

Male, Manchester


On the whole presenters are felt to be entertaining, but there is some

polarisation between different age groups around some long-standing presenters

In general presenters were felt to be fun and laid-back, injecting the right amount of

‘banter’ into their shows, with Murtz, Nihal and Bobby Friction getting particular

mention.

The station also injects entertaining features such as interviews with guests

However, some of the presenting styles seemed to polarise younger and older

audiences, particularly in the afternoon slots. Older listeners reported strong

engagement and familiarity with these programmes, while younger listeners felt

them to be tired and less enjoyable.

82


Both speech and music programmes are highly valued, but certain daytime

shows are felt to be overly speech heavy by some listeners

Overall it was felt that Asian Network hits a good balance between speech and music

programming, with many speech shows holding equal value in the audience’s eyes to

the music shows. This was particularly the case for Nihal’s debate show.

Some listeners felt that certain presenters could over-talk, which sometimes led to

listeners turning elsewhere in search of music.

“The presenters are great on Asian Network, they keep me entertained throughout

the day with conversation and music”

Voices from the Crowd

83


“The remit of BBC Asian Network is to provide speech and music output appealing to British

Asians, with a strong focus on news and current affairs. It should be primarily in English, but

some programming should be provided in a range of South Asian languages. The primary

target audience is British Asians under 35 but the station should also appeal to anyone with

an interest in British Asian issues, music and culture.”

Asian Network successfully addresses the vast majority of its service remit

Asian Network holds strong appeal for British Asians.

o The station delivers strong appeal due to its unique focus on Asian culture in

a British context.

Asian Network is known amongst listeners for both its music and speech

programming.

o Listeners speak as highly about the station’s speech content as the music

content. Both are greatly valued in the eyes of its audience.

The station is felt to place a strong emphasis on news and current affairs as well as

music.

o Through the news and current affairs content, listeners are able to keep in

touch with issues both home and abroad.

The content of the programmes is felt to hold appeal for British Asians and British

non-Asians alike.

o Due to the predominance of English on the station, listeners feel it would be

easy for everyone to follow and engage with.

The age of the target audience is queried by some younger listeners.

o Younger audiences feel that the station is aimed at older people as well as

themselves, due to the more serious tone in the daytime.

o On the other hand, older audiences love the station and feel offended by the

suggestion that it should exclude an older audience. They feel it should and

does cater to the whole British Asian community.

84



Asian Network contributes strongly in some areas of this purpose, but some feel

it could do more to inject even more exciting and imaginative content into the

programming

Asian Network is seen to contribute strongly to some parts of the ‘Creativity’

purpose, in particular in terms of the music it.

o The station is seen to cover a wide range of Asian music, with an exciting

focus on new music.

o In this way it is equally praised for its emphasis on new music discovery and

its championing of up-and-coming artists.

o Asian Network is felt to be a leading curator of new music and artists within

the British Asian scene.

On the other hand, Asian Network was felt to be less strong when it came to being

dynamic and innovative:

o Although the debate programmes were seen as giving a very fresh feel,

,more widely the station is not felt to be particularly strong when it comes to

having fresh and new ideas. Whilst the station was felt to be high quality and

entertaining, listeners found it hard to pinpoint examples where it had shown

itself to be particularly imaginative or inventive.

o Additionally, audiences felt that it could potentially offer more live music

content to help showcase the creativity of the station.


Asian Network successfully fulfils this purpose with a high quality news and current

affairs output, which is both accurate and presented in an easily understandable and

engaging way.

It is seen by listeners as a way of being kept up date with news and current affairs

from Asia as well as in British Asian communities.


Asian Network performs well against the Education purpose, particularly succeeding

in educating people about other Asian religions and festivals such as Diwali, Eid etc.

85


The station is seen to reflect the British Asian community very well and as a whole,

covering events up and down the country.

The music played and the content of discussion and debates is seen to represent the

different religions, communities and regions within British Asian communities.


News bulletins on international Asian news are seen to support this.

Audiences praised the service for covering smaller stories of relevance to British

Asians too, rather than overlooking them.

Engaging communications

Audiences listened via the app and online, and were pleased with the accessibility of

the service on these platforms.

86

CONTACT DETAILS

Sparkler

58-60 Berners Street

London

W1T 3NQ

020 707 99 555

[email protected]

[email protected]

[email protected]

[email protected]

mailto:[email protected]




87

APPENDICES

A: Recruitment Screener

B: Key Metrics Checklist

C: Service Familiaristaion Pre-Task

D: Audience Workshops Discussion Guide

E: Voices From The Crowd Questionnaire

88

APPENDIX A – RECRUITMENT SCREENER

Quotas – 14 x 2 hour groups, 6 participants in each

Group

Gender & Age

SEG Segment Location Date & Time

1 15-17 Mixed

C2DE Radio 1 Scotland

(Edinburgh)

Tues, 28th Oct at 6pm-8pm

2 25-34 Mixed

ABC1 Radio 1 N. Ireland (Belfast)

Mon, 20th Oct at 6pm-8pm

3 18-20 Mixed

ABC1 Radio 1 +

1Xtra

Greater London

Tues, 21st Oct at 6pm-8pm

4 21-24 Mixed

C2DE Radio 1 +

1Xtra

Wales (Bridgend)

Tues, 28th Oct at

8.15pm-10.15pm

5 55+

Mixed ABC1 Radio 2

Wales (Bridgend)

Tues, 28th Oct at 6pm-8pm

6 25-44 Mixed

ABC1 Radio 2 South

(Brighton)

Wed, 22nd Oct at 6pm-8pm

7 45-54 Mixed

C2DE Radio 2 N.Ireland (Belfast)

Mon, 20th Oct at 8.15pm-10.15pm

8 35-44 Mixed

ABC1 Radio 3 Scotland

(Edinburgh)

Tues, 28th Oct at 8.15pm-10.15pm

9 55+

Mixed ABC1 Radio 3

Greater London

Tues, 21st Oct at 8.15pm-10.15pm

10 45-54 Mixed

C1C2D Radio 3 Midlands

(Birmingham)

Wed, 29th Oct at 6pm-8pm

11 25-34 Mixed

ABC1 6 Music South

(Brighton)

Wed, 22nd Oct at 8.15pm-10.15pm

12 35-44 Mixed

C2DE 6 Music North

(Manchester)

Mon, 27th Oct at 6pm-8pm

13 21-24 Mixed

ABC1 Asian

Network

North (Manchester)

Mon, 27th Oct at 8.15pm-10.15pm

89

14 25-44

Mixed C2DE

Asian Network

Midlands (Birmingham)

Wed, 29th Oct at 8.15pm-10.15pm

CONFIDENTIALITY: DO NOT DISCLOSE THIS STUDY IS FOR THE BBC

Methodology 14 x 2 hour groups

Greater London viewed – recruit 7 for 6

Remaining groups – 6 participants

Target Audience

All must be music radio listeners

Overall recruitment details

Respondents to listen to each station for at least 6 hours per week, aiming for the following quotas: • Radio 1 – 6+ hours per week

• 1Xtra – 5+ hours per week

• Radio 2 – 12+ hours per week • Radio 3 – 6+ hours per week

• 6 Music – 9+ hours per week • Asian Network – 7+ hours per week

The station in question is to be their ‘main’ station i.e. the station they listen to the most frequently

Definition of the respondent type

• 50/50 gender split

• Mix of rural, urban, and suburban dwelling respondents in each location • Mix of tech advancement across sample (Advanced Mainstream to Laggards)

• Mix of those listening during peak times and evenings across groups • All to be aware of commercial radio stations and at least half to listen to commercial radio

• Mix of ethnicity to ensure fair representation of BAME audiences (with no BAME respondents

isolated in any group)

Pre Task Yes, this will entail a 5 day pre task, listening to their main BBC music radio station at specific times

and answering general questions the service. More details to follow.

MRS Code of Conduct Sparkler operates strictly in accordance with the Market Research Society Code of Conduct.

RECRUITER NOTE: Please do not disclose this study is for …..

Q1a. Are you scheduled to participate in a market research group discussion/depth interview in the near future?

Yes CLOSE

No

90

Q1b. Have you ever attended a Market Research group discussion/ depth interview?

YES Go to Q1c

NO Go to Q2

Q1c. How long ago did you attend a Market Research group discussion/ depth interview?

In the last 6 months CLOSE

6-12 months ago

12 months – 2 years ago

Q1d. What was the Market Research group discussion/ depth interview about?

Interviewer to write in: ___________________

RECRUITER NOTE: If anything to do with radio in any capacity then CLOSE interview.

Q1e. Have you ever been involved in any element of Market Research studies / groups in any way

i.e. Organising, viewing, Commissioning etc ?

YES CLOSE

NO Go to classification questions

Classification Questions:

SEX: Male

Female Even mix in each group AGE: …………… Group 1: 15-17 Groups 2 & 11: 25-34 Group 3: 18-20 Group 4 & 13: 21-24 Groups 5 and 9: 55+ Group 6 & 14: 25-44 Group 7: 45-54 Groups 8 and 12: 35-44 SEG:

ETHNICITY: White British

White Other

Black Caribbean

Black African

Black Other

Indian

Pakistani

Bangladeshi

Chinese

Other (Please state ………………..) Please ensure a good representative mix of ethnicities amongst each location. This will be monitored at the office

91

…………… Groups 1, 4, 7, 12 & 14: C2DE Groups 2, 3, 5, 6, 8, 9, 11 & 13: ABC1 Group 10: C1C2D ASK LONDON GROUPS ONLY

LOCATION

Central London (Zones 1-2)

Outside London (Zones 3+)

All respondents must be living

outside central London (zones

3+)

Groups 13 & 14: Ensure a mix of Indian, Pakistani and Bangladeshi

Can you please tell me if you

currently practice a particular

religion and if so, which one;

…………………………………………..

Ensure a representative mix of

religions

CONFIDENTIALITY: DO NOT DISCLOSE THIS STUDY IS FOR THE BBC

Q1f. We are carrying out a Market Research Survey and are looking for people representing various occupations.

Can you please tell me if you:

a) Currently work in any of the following industries?

b) Have worked in any of the following industries?

READ OUT CODE BELOW A) B)

Advertising

Market Research

Marketing

PR

Journalism

Media (TV, radio, newspapers, online)

News journalism, production or advertising

RECRUITER NOTE: If yes to any of the above then CLOSE interview Please ensure no respondents work for the BBC in any capacity

Q1g. Do you agree to be audio and video recorded for the purpose of Market Research?

YES

NO CLOSE

92

Q1h. Can you tell me which area you currently live in

Mix of rural, urban, and suburban in each group

SCREENER QUESTIONS

Q2. Can you tell me if you listen or watch any of the following on a regular basis?

Mainstream TV (all TV packages apply)

Catch up TV

Radio

Streamed programmes (ie LOVEFILM or Netflix)

All must regularly listen to the radio

Q3. You mentioned you listen to the radio, what stations do you listen to and which one do you

listen to most often?

Also, which stations have you heard of even though you do not listen to it

Listen to most

Listen to Do not listen to but have heard of

Capital

Xfm

Radio 1

Heart

Classical

Radio 2

Magic

Radio 3

Jazz

Capital 1xtra

Radio 1xtra

Chill

6 Music

Gold

Colourful

Kerrang

Asian Network

Kiss

LBC

93

Groups 1 and 2: Listen to radio 1 most often Groups 3 and 4: Listen to Radio 1xtra most often and also listen to Radio 1

Groups 5, 6 and 7: Listen to radio 2 most often Groups 8, 9 and 10: Listen to radio 3 most often

Groups 11 and 12: Listen to 6Music most often

Groups 13 and 14: Listen to Asian Network most often

Within each group - all to be aware of commercial radio stations and at least half to listen to commercial radio (those with adverts…). These stations are not in bold

in the table above.

Q4. How many hours per week do you listen to …(mention station listened to most often at Q3)

15+ hours per week

10-12 hours per week

6-10 hours per week

Less than 6 hours per week

Radio 1

Radio 2

Radio 3

Radio 1xtra

6 Music

Asian Network Groups 1 and 2 (radio 1): 6+ hours per week

Groups 3, 4 (radio 1 and 1xtra); 6+ hours per week for Radio 1 and 5+ hours per week for 1xtra

Groups 8, 9 and 10 (radio 3): 6+ hours per week Groups 13 and 14 (Asian Network): 7+ hours per week

Groups 5, 6 & 7 (radio 2): 12+ hours per week

Groups 11 & 12 (6 Music): 9+ hours per week

Q5. Throughout the week when do you listen to… (mention station listened to most often at Q3) most often

Enter when listen most often. Peak or off peak

Weekdays (6am to 7pm) (Peak times)

Weekday evenings (7pm onwards) (off peak)

Weekends (off peak)

Radio 1

Radio 2

Radio 3

Radio 1xtra

6 Music

Asian Network

Mix of those listening during peak times and evenings across groups.

Please make a note of when they listen to the radio station most often (peak or

off peak) as this will determine the pre task they will be sent. Also make a note of any other times they listen to the radio station.

94

Q6. Moving onto a different topic and thinking now about technology, can you tell me which of

the following statements best applies to you

1) I like to buy cutting edge technology as soon as it becomes available

EARLY ADOPTERS

2) I may not be the first but I like to own the latest technology before most people

EARLY ADOPTERS

3) I like to buy the latest technology but only after considering which is best ADVANCED MAINSTREAM

4) I like to buy products that have a proven technology rather than simply the latest technology

LATE MAJORITY

5) I only buy new technology when it has become standard and there is no alternative

LAGGARDS

Mix of tech advancement across sample (Early Adopters, Advanced Mainstream

and Laggards)

Once again thank you for your time. We are inviting people to participate in research about the radio.

This will involve a 2 hour group discussion and a 5 day pre task to be completed prior to the

discussion.

Check that the respondent is happy to take place in the research. Also inform respondents

they will need to bring ID

Yes No

It may be necessary for Sparkler to contact you by email or telephone after

the research has taken place to follow up on ideas discussed during the

depth/group. You would only be contacted if strictly necessary and only in

connection with this research. Are you happy to agree to be re-contacted on

this basis, and for us to pass your email address to the research team?

Yes No

95

Respondent Declaration

By agreeing to participate in this market research project on behalf of Sparkler, you are stating that

the information you have provided is factually correct and that you consent to the possible use of audio/video recording for the client’s future analysis of the research and for internal use within the

client organisation. Your views and opinions will be treated in the strictest confidence, in accordance

with the MRS Code of Conduct. You may be re contacted asking to participate in further research for this project.

Recruiter Declaration

I confirm that this interview has been carried out with the respondent named, and that it was done in

accordance with the instructions of Sparkler and the Market Research Society Code of Conduct. The

respondent is not a relative or friend of mine.

Please offer the MRS free phone number to all respondents

Respondents can check the validity of Sparkler by calling the MRS UK Freephone service on 0500 39 69 99

96

APPENDIX B: KEY METRICS CHECKLIST

1. High quality

2. Original and different/offers something that other stations don’t

3. Wide range of different styles of music- including styles which might not

be covered on commercial stations




7. Allows you to hear live music [for Radio 3: and specially recorded music

and performances]



plays




97

APPENDIX C: SERVICE FAMILIARISATION PRE-TASK

MUSIC RADIO LISTENING TASKOctober 2014

2

What we’d like you to do

Hello!

Thank you for agreeing to take part in this research, which is all about what you listen to on the radio.

Before you attend your focus group, we’d like you to complete this task, which will help us to understand what you think

about the BBC radio station you listen to most frequently. We’d like you to think about BBC Radio X in the context of all

the services it offers – so feel free to also think about its website, social media presence, events it hosts etc. if you are

aware of these.

There are two parts to this exercise. Firstly, we’d like you to answer some brief questions on what you think of Radio X.

Please be as open and as honest as you’d like!

Then, we’d like you to listen to Radio X at a different time of day to usual, and let us know what you think about what you

hear, and how this compares to your general feelings about the station.

You’ll find all the questions within the following pages. You can either complete the diary electronically, or print it off and

fill it in by hand. Please try to provide as much detail as you can, and bring your completed pre-task with you to your

focus group.

If you have any questions, please email [email protected]

Thanks in advance, and enjoy!

98

3

What I think about Radio X

How does Radio X compare with other stations that you listen to, and other sources of music (for instance streaming, digital downloads, music TV etc.)? Please give examples. You might want to think about its music, spoken content, information, programming etc. – or anything else that springs to mind.

How would you describe Radio X to a friend who had never heard of it?

4

Radio X and me

Why do you listen to Radio X? Think about what you like about the station, what it offers you, and how it fits into your life.

If you were in charge of Radio X for the day, what would you change about it to better meet your needs?

5

Rating Radio X (1/2)

Now, we’d like you to think about how well Radio X does each of the following things. Please give it a score out of 5, and explain your answer in as much detail as possible.

Offers a lot to me personally: 1 2 3 4 5Why do you say that?

Entertaining and enjoyable: 1 2 3 4 5Why do you say that?

High quality: 1 2 3 4 5Why do you say that?

Offers something for everyone: 1 2 3 4 5Why do you say that?

99

6

Rating Radio X (2/2)

Plays a good variety of music: 1 2 3 4 5Why do you say that?

Original and different, (compared with other stations): 1 2 3 4 5Why do you say that?

Provides expert knowledge and information: 1 2 3 4 5Why do you say that?

Allows me to discover new music: 1 2 3 4 5Why do you say that?

7

Radio X Listening Exercise

The final thing we would like you to do is listen to Radio X at a time of day you wouldn’t

normally listen to it. You should have been told what time we’d like you to listen when you

agreed to take part in the project, but please contact Jonny on [email protected] / 0207

079 9555 if you’re unsure.

We’d like you to listen to Radio X at this new time 3 times over the course of the week. Try

not to listen at exactly the same time each day, if you can – ideally, it would be great if you

could aim to listen to more than one show or segment (part of a show). Please try to listen for

around 30 minutes each day – or more if you like!

We’re really interested to hear your thoughts on Radio X as a whole, and will be spending a

lot of time in the focus group talking about this, so the more familiar you are with the

different types of programming across the station, the better.

Thanks in advance!

8


What time of day did you listen to Radio X, and what did you listen to? Please list

all the shows or segments/parts of shows that you remember hearing across the

week.

What were your first impressions of what you heard on Radio1 at this time? How

would you describe it?

100

9


How do your impressions of Radio X at this time compare to your usual impressions of the station? Think about the type and variety of music, spoken content, information, presenters etc.

Did anything surprise you? If so, what?

10


Would you listen to Radio X at this time of day again if you had the opportunity?

Why/why not?

11

If you’d like to expand on any of your answers, please use these

blank sheets

101

APPENDIX D: AUDIENCE WORKSHOP DISCUSSION GUIDE

Discussion Guide

BBC Trust Music Radio Service Review

2 hours

Overarching Objectives:

1. Explore views on the services’ performance against the commitments in their

service licences

2. Evaluate the services against the audience’s own experiences, perceptions and

expectations

3. Understand how radio consumption is changing and how these developments are

likely to shape future audience expectations of these services.

Discussion Outline:

SECTION TIME

(mins)

1. Introduction To put respondents at ease, introduce the Consumer vs Citizen

cue cards (for information only) 10

2. Current listening

behaviours and attitudes

To briefly explore radio listening preferences and occasions, plus

the role that radio stations play in their lives 15

3. Service perceptions

To understand the perceptions, appeal and relevance of the

service from an audience perspective 15

4. Detailed service

evaluation

To evaluate the performance of the service against the ‘key

metrics checklist’…and how this compares to key competitors 25

5. Introducing the

purposes

To evaluate the performance of the service against the

consumer facing Public Purpose articulations…and how this

compares to key competitors 25

6. Looking to the future

To evaluate the extent to which the service is able to fit with

audiences’ changing listening habits, expectations and needs

(via ‘Changing Behaviour Exercise) 20

7. Wrap up discussion

10

102

1. Introductions and warm-up (10 mins)

Objective: To put respondents at ease, introduce the Consumer vs Citizen cue cards

(for information only)

STIM: CONSUMER VS CITIZEN CUE CARDS

Introduction, welcome, and explanation of housekeeping points

Explain potential need to think as Consumer and Citizen at various points

throughout the discussion

Favourite radio station and why?

2. Current listening behaviours and attitudes (15 mins)

Objective: To briefly explore radio listening preferences and occasions, plus the role

that radio stations play in their lives

What does radio mean to you?

In general, what does radio do for you (or what would you ideally like it to

do)?

MODERATOR ACTION: Capture these on flipboard and explain that

we’re going to refer to them as their ‘radio needs’

Why/when do you choose to listen to radio over other types of audio content?

Which radio stations do you engage with in a normal week?

MODERATOR ACTION: Capture these on flipboard

Why these particular radio stations?

What do they do well/not so well?

Do you feel there to be any differences between BBC radio compared to

commercial radio stations?

Which particular ‘radio needs’ do these stations meet?

How exactly do they meet them?

MODERATOR ACTION: Listen for any spontaneous references to

areas which are covered in the Public Purposes and Checklist

103

In what ways do you access radio stations?

(Probe: listening, following/interacting with stations on social networks,

YouTube, BBC Playlister, podcasts, streaming, station websites, live events

organised by stations, red button content etc.)

How often are you engaging with/listening to them?

Are there particular times of the day/week when you listen to them?

What are you doing/where are you whilst listening/engaging?

What prompts you to turn on the radio in these situations?

What drives your choice of station or music source in these different

circumstances?

How do you listen to them?

(Probe: FM radio, DAB, online via phone/tablet/laptop/computer etc)

Why do you choose to listen in this way?

How does this vary depending on the station?

Has how you listen/engage with radio changed at all over the past 2-5 years?

If yes, why? And how so?

Has how you listen to music more generally changed over the last 2-5 years?

If yes, in what ways? Probe on new technology, live vs. downloaded music,

on-the-go vs. static listening etc. What has driven this change?

What about other ways of consuming media e.g. television, films etc. – has

anything changed in the last 2-5 years?

If yes, in what ways? What has driven this change?

MODERATOR ACTION: Capture these on cards/post-its for the

‘Changing Behaviours’ exercise later

3. Service perceptions (15 mins)

Objective: To understand the perceptions, appeal and relevance of the service from

an audience perspective

STIM: RELEVANT RADIO X LOGO

MODERATOR ACTION: Explain that we are now going to focus on Radio X alone. Explain that each BBC service has a licence which states the requirements the service has to meet. Each service is reviewed every 5 years to find out how well it is performing against

104

these requirements and whether changes are needed. This research is part of the review of BBC Radio X’s licence. Ask respondents to draw from their pre tasks

Moderator to listen throughout for spontaneous mention of checklist

criteria

What are your overall perceptions of Radio X?

How would you describe the Radio X brand in three words?

What makes you say this?

If Radio X was taken off air, what would you miss the most? Why (uniqueness

and value)?

What does Radio X specifically do for you as a radio station?

Thinking about the needs we captured earlier, which ones does it meet

well/not so well?

Did your perceptions of Radio X change when listening to it at a different time

as part of the pre-task homework?

If yes, which specific shows/features changed these perceptions?

Did other parts of the schedule feel more/less relevant to you?

Who do you see as being Radio X’s main competitors? This could include

other music or audio listening as well as radio stations e.g. Spotify, YouTube

etc.

STIM: COMPETITOR SERVICE LOGOS

Moderator to lay out cards for spontaneously mentioned stations as well as Spotify,

YouTube and iTunes plus:

Radio 1, 1Xtra, 2, 6 Music and Asian Network groups: Capital, Heart, Absolute, XFM,

MTV

Radio 3 groups: Classic FM

How does Radio X sit amongst these competitors?

What do its competitors do better/worse

Thinking about the ‘radio needs’ you mentioned are met by Radio X, how well

do competitors meet these? And do they meet other needs for you that Radio

X doesn’t?

Which do they meet better/as well/less well than Radio X?

Which specific shows/features make this the case?

105

How is Radio X different from its competitors?

MODERATOR ACTION: TELL RESPONDENTS TO ASSUME THEIR CONSUMER

HATS

Who do you feel that Radio X is for?

(Probe: Wide audience vs niche audience, age, location, interests, tastes,

etc.)

What about Radio X makes you think this??

(Probe: music, presenters, branding, programmes/parts of the schedule etc.)

Is this based on your own perceptions or do you have knowledge of who the

station is supposed to appeal to?

Does Radio X feel relevant to you personally?

Which particular parts of the schedule make it feel relevant to you?

MODERATOR ACTION: TELL RESPONDENTS TO ASSUME THEIR CITIZEN

HATS. Explain that each BBC radio station has a ‘remit’ which informs who

the station is aimed at and what it should offer. Read out the relevant

remit to the respondents and explain that we’d like respondents to think

about Radio X’s target audience

-Radio 1: Its target audience is 15-29 year olds and it should also provide some programming for

younger teenagers

-Radio 1Xtra: Relevant to the young target audience (15-24 year olds), particularly - although not

exclusively - those from ethnic minorities

Radio 2: Should be a distinctive mixed music and speech service, targeted at a broad audience,

appealing to all age groups over 35

-Radio 3: The service should appeal to listeners of any age seeking to expand their cultural

horizons through engagement with the world of music and the arts

-6 Music: The remit of BBC 6 Music is to entertain lovers of popular music with a service that

celebrates the alternative spirit in popular music from the 1960s to the present day

-Asian Network: The primary target audience is British Asians under 35 but the station should also

appeal to anyone with an interest in British Asian issues, music and culture

How do you feel that Radio X is doing in terms of serving this audience?

How do you feel Radio X appeals to an audience outside of this?

Why do you think that some people wouldn’t listen to Radio X?

Who would these kinds of people be? Can you describe them?

106

4. Detailed Service evaluation (25 mins)

Objective: To evaluate the performance of the service against the ‘key metrics

checklist’…and how this compares to key competitors

STIM: CHECKLIST & CONSUMER VS CITIZEN CARDS

MODERATOR ACTION: Explain that we are going to evaluate Radio X

against a list of criteria

Moderator to go through each criterion.

NB: if parts of the checklist have been covered in spontaneous discussion,

reflect back previous comments and ask respondents to confirm these

rather than discussing again

Ask respondents to think about the following in relation to the station as a

whole, but giving examples where possible of shows or presenters who

meet the checklist better/worse than others:

How well do you think Radio X performs against this?

How important is this to you?

How could it improve in this area?

The ‘Checklist’

1. High quality

2. Original and different/offers something that other stations don’t

3. Wide range of different styles of music- including styles which might

not be covered on commercial stations (PROBE FOR RADIO 1 AND 2: is

it too/not enough mainstream? For all stations: are there any styles of music

that are missing?)




7. Allows you to hear live music [for Radio 3: and specially recorded

music and performances]


107

9. Provides you with expert knowledge and information about the

music it plays




(probe: different times of the day)

Do you have any other criteria that you think should be added?

Is there anything else that Radio X can do to serve you better?

STIM: SERVICE SCHEDULE & CHECKLIST CARDS

MODERATOR ACTION: Explain that we’re now going to think about

different parts of Radio X’s schedule during a typical week and at the

weekend. Ask respondents to place the checklist cards against any

segments of the schedule which they think perform particularly well in

that area and explain their decision. Feel free to not allocate checklist

cards to some parts of the schedule if they don’t perform well

Moderator to photograph after completion

5. Introducing the purposes (25 mins)

Objective: To evaluate the performance of the service against the consumer facing

Public Purpose articulations…and how this compares to key competitors

STIMULUS: PUBLIC PURPOSES

MODERATOR ACTION: Introduce BBC purposes to be reviewed. Explain to

respondents that, as part of its Royal Charter, the BBC has a duty to

'inform, educate and entertain' the UK public in return for the licence fee

that is charged. In order to ensure that this is carried out well, the BBC is

obliged to fulfil 6 Public Purposes. Everything that the BBC does should in

some way contribute to the delivery of its purposes.

Explain that the wording reflects what the BBC as a whole should do, but

for the purposes of this exercise we would like them to think about how

Radio X contributes to this.

Show respondents all 6 purposes initially.

108

Use additional prompts for purposes where appropriate i.e. if respondents

struggle to understand the headline purpose.

(Note to moderator:

Purposes to be prioritised if necessary:

-Nations, regions and communities

-Creativity and cultural excellence

-Emerging technologies)

Look at each of them in turn. Remind respondents that the focus is on

Radio X. Rotate the order of the purpose reveal

NB: Moderator to probe on any insights linked to Purposes that may have emerged

earlier in the discussion

What are your initial impressions of how Radio X performs against this

purpose

Specifically how is Radio X serving or not serving this purpose

Probe for specific examples of content that demonstrate the commitment or

content that fails to meet the purpose. Does it do better in some parts of the

schedule (i.e. daytime/evening)?

How does Radio X perform against this purpose in comparison to its main

competitors?

On a scale of 1-5, how well do you think that Radio X meets this purpose?

Why?

On a scale of 1-5, how important do you think that this purpose is for Radio

X? Why?

6. Looking to the future and new technology (20 mins)

Objective: To evaluate the extent to which the service is able to fit with audiences’

changing listening habits, expectations and needs (via ‘Changing Behaviour

Exercise’).

STIMULUS: CHANGING BEHAVIOUR BOARD

MODERATOR ACTION: Introduce changing behaviour board, and explain

to respondents that we’d like them to think back to the questions

surrounding changing radio behaviours in exercise 2. Moderator to get

109

respondents to plot the capture cards written from this exercise onto the

‘changing behaviours’ board, whilst inviting them to further fill in the gaps

on the board with their ‘past’, ‘present’ and ‘future’ radio behaviours

NB: this will focus primarily on Consumer POV (rather than Citizen)

How did you used to engage with/listen to radio 2-5 years ago?

How does your currently radio behaviour differ to what you’ve previously

done in the past?

(Probe: think about:

-HOW you listen

- WHEN you listen

-WHERE you listen

- WHY you listen)

CAPTURE ON CARDS AND MAP ON BOARD

How well do you feel that Radio X has adapted to your personal changing

behaviours?

How well do you feel that Radio X has adapted to the changing behaviours of

your friends and family?

Explain to respondents that we’d now like to focus on the future and what

they think might change further…

How do you anticipate behaviours might change in the future?

…and what impact will this have on your ‘needs’?

How have new technologies changed the world of Radio?

Do you feel this has changed the way in which you engage/listen to Radio X?

CAPTURE ON CARDS AND MAP ON BOARD

Explain to respondents that we’d now like them to reflect on the future of

Radio X…

What might Radio X need to do to adapt to these changes?

Thinking about the type of audience that Radio X serves, in your opinion does

this mean that Radio X will have to work more/less hard to adapt compared

to other BBC radio stations?

110

In your opinion, what should the balance be between offering a traditional

radio service and offering new ideas and ways to engage with the station?

7. Wrap up discussion (10 mins)

Objective: Portfolio evaluation

MODERATOR ACTION: Show respondents logos for all BBC Music Radio

services available

Are you aware of what services these other BBC radio stations offer/what

their objective is?

Do they feel relevant to you?

Working from what you know of them, do you have a sense of what they do

well/not so well?

How well do you think these stations fit together as a whole offer from the

BBC? Probe further on respondents’ overall perceptions of BBC Music Radio –

do they see it as supporting a wide range of music genres, supporting new

and emerging artists, offering something for everyone, and being high quality

and distinctive?

Q&A with BBC Trust attendees as applicable

111

APPENDIX E: VOICES FROM THE CROWD QUESTIONNAIRE

PANEL SCREENING CRITERIA

• 6 x 50 person ‘cells’, completing online questionnaires

• Each ‘cell’ to represent listeners of the following BBC Radio stations:

- Radio 1

- Radio 1Xtra

- Radio 2

- Radio 3

- 6 Music

- Asian Network

• To capture a representative mix of Light-Medium, and Medium-Heavy listeners within each cell

• Listenership defined by total number of hours per week listened to respective BBC Radio station

Radio 1 Radio

1Xtra

Radio 2 Radio 3 6 Music Asian

Network

LIGHT -

MEDIUM

2-6 hours

per week

2-5 hours

per week

2-12 hours

per week

2-6 hours

per week

2-9 hours

per week

2-7 hours per

week

MEDIUM -

HEAVY

6+ hours

per week

5+ hours

per week

12+ hours

per week

6+ hours

per week

9+ hours

per week

7+ hours per

week

• Mix of those who consider their respective BBC radio station to be their main radio station vs.

those who consider it to be their secondary station (aim for even split)

• Mix of competitor commercial radio stations across the sample

• Gender split to fall out naturally (50:50 target)

• Demographics of each station (in terms of SEG and geography) to fall out naturally

• Age demographics to fall out naturally, reflecting the data we have on the panel (please use the

following targets as a guide)

Radio 1 Radio 1Xtra Radio 2 Radio 3 6 Music Asian

Network

SPLIT EVENLY

16-20 16-20 20-34 35-44 25-34 21-24

21-24 21-24 35-44 45-54 35-44 25-29

25-29 25-29 45-54 55+ 45+ 30-34

30-34 30-34 55+ 34+

112

34+ 34+

ADDITIONAL SCREENING QUESITONS

(Following on from Q25 in the Recruitment script i.e. ‘Which, if any, of the following radio stations do you listen to?’)

1. Which of the following would you say is your main radio station? By ‘main radio

station’, we mean the station you listen to more than any other provider

Pipe through responses from Q25

2. Typically, for how long per week do you listen to [INSERT RELEVANT BBC RADIO

STATION]? 1. Under 1 hour

2. 1 – 2 hours

3. 2 – 3 hours 4. 3 – 4 hours

5. 4 – 5 hours 6. 5 – 6 hours

7. 6 – 7 hours 8. 7 – 8 hours

9. 8 – 9 hours

10. 9 – 10 hours 11. 10 – 11 hours

12. 11 – 12 hours 13. 12 – 13 hours

14. 13 – 14 hours

15. 14 – 15 hours 16. More than 15 hours

3. How and where do you do you listen to [INSERT RELEVANT BBC RADIO STATION]?

Select all that apply

COLUMNS:

a) DAB radio b) Analogue radio

c) Radio on desktop / laptop d) Radio on mobile

e) Radio on tablet

f) Via a digital TV set

ROWS:

17. At home 18. At work

19. In the car 20. On the go

4. Please tell us about all the different ways you listen to music. Select all those that

apply

113

1. Live radio

2. Streaming services (e.g. Spotify, Deezer etc.) 3. Downloaded music (via phone, MP3 player, computer/laptop etc.)

4. Music television 5. Online video (e.g. YouTube)

6. CDs, vinyls etc. on physical players

7. Other

OPEN ENDED QUESTIONS

8 KEY QUESTIONS

Thanks for taking part in this survey. This is a little bit different from normal surveys as there are only

8 questions and we’re interested in hearing your ideas and opinions in a bit more depth.

It’s primarily focused around your consumption of music radio. This is an important project, so when

it comes to answering the questions, please provide as much detail as possible – one line answers

won’t be helpful here. Be creative and do use examples to bring your answers to life. Thanks for your

time and we look forward to hearing what you’ve got to say

1. What three words would you use to describe [BBC Radio x]?

2. Thinking about [Radio x], in a few sentences, tell us what you think it does well

and not so well. What do you most and least enjoy, and why?

3. To what extent do you associate [Radio x] with being a high-quality radio station?

Why do you say that? Think about whether you find it entertaining and enjoyable, and what’s

important to you in a radio station?

4. To what extent do you think [Radio x] is original and different from other radio

stations and other sources of music?

Why do you say that? Think about what [Radio x] offers you compared with other radio

stations and other sources of music (e.g. streaming / download services, music television)

5. What do you think about the music played on [Radio x]?

Think about the variety and range of music you hear. What do you think about the live music

you hear on the station?

6. In a couple of sentences, please tell us how well you think [Radio x] allows you to

discover new music and artists?

For Radio 3 survey replace this question with…

In a couple of sentences, please tell us how well you think Radio 3 allows you to

hear live and specially recorded music and performances?

7. To what extent do you think [Radio x] provides you with expert knowledge and

information around the music it plays?

114

Think, for example, whether you have learned something new from listening to [Radio x]?

8. Finally, can you think of 2-3 things the BBC could do to improve [Radio x]?

N.B. To replace [BBC Radio x / Radio x] with:

BBC Radio 1 / Radio 1

BBC Radio 1Xtra / Radio 1Xtra



BBC 6 Music / 6 Music

BBC Asian Network / Asian Network

BBC Trust Review of Music Radio Stationsdownloads.bbc.co.uk/.../audience_research.pdf · stimulus...

Documents

Transcript of BBC Trust Review of Music Radio Stationsdownloads.bbc.co.uk/.../audience_research.pdf · stimulus...