BBC Trust Review of Music Radio Stations
Final Report of Qualitative Research March 2014
Research carried out by:
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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
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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.
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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?
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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.
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Audience Workshops Sample:
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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.
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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.
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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
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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. 10
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.
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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
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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’.
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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.
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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
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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.
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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.
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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.
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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
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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’.
Sustaining citizenship and civil society
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.
Promoting education and learning
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.
Reflecting the UK’s nations, regions and communities
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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.
Bringing the UK to the world and the world to the UK
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.
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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
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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
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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.
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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
4. Good variety of music
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
5. Helps you to discover new music and artists
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.
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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” Voices From the Crowd Respondent
6. Plays a role in supporting new and emerging musical talent
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.” Voices From the Crowd Respondent
7. Allows you to hear live music
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.
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“It brings the best artists live into the studio, not just playing them from a CD.” Voices From the Crowd Respondent
8. Has lots of fresh and new ideas
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.” Voices From the Crowd Respondent
9. Provides you with expert knowledge and information about the music it plays
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
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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 Female, 16-24, Wales
11. Entertaining and enjoyable
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.” Voices From the Crowd Respondent
12. Has a good balance between speech and music programmes
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.
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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.
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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.
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Reflecting the UK’s nations, regions and communities
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.
Sustaining citizenship and civil society
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.
Promoting education and learning
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).
Bringing the UK to the world and the world to the UK
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.
Emerging communications
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.
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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.” Female, 18-24, Wales
“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.” Voices From the Crowd Respondent
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.
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“It has a fresh approach, and plays music I don’t hear as often elsewhere.” Voices From the Crowd Respondent
“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.” Voices From the Crowd Respondent
“It mainly plays hip-hop and RNB, with chart music occasionally too.” Female, 18-24, Wales
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ASSESSMENT AGAINST THE QUALITY AND DISTINCTIVENESS CHECKLIST
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.” Voices From the Crowd Respondent
2. Original and different / offers something that other stations don’t
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.” Voices From the Crowd Respondent
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3. Wide range of different styles of music- including styles which may not be covered on commercial stations
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.” Voices From the Crowd Respondent
4. Good variety of music
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.” Voices From the Crowd Respondent
5. Helps you to discover new music and artists
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.
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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.” Voices From the Crowd Respondent
6. Plays a role in supporting new and emerging musical talent
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.” Voices From the Crowd Respondent
7. Allows you to hear live music
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.
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“Mistajam and DJs like that quite often will do sets in clubs and stuff.” Male, London
8. Has lots of fresh and new ideas
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
9. Provides you with expert knowledge and information about the music it plays
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.” Voices From the Crowd Respondent
10. Offers a lot to me personally
Engaged listeners feel that the specialist music content focus is relevant to them
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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.” Voices From the Crowd Respondent
11. Entertaining and enjoyable
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.” Voices From the Crowd Respondent
12. Has a good balance between speech and music programmes
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.” Voices From the Crowd Respondent
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ASSESSMENT AGAINST ITS SERVICE REMIT
“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.
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CONTRIBUTION TO THE PUBLIC PURPOSES
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.
Sustaining citizenship and civil society
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.
Promoting education and learning
Listeners attribute great value in the information and knowledge that they feel they gain from 1Xtra, in terms of the artists and music played.
Reflecting the UK’s nations, regions and communities
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.
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Bringing the UK to the world and the world to the UK
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.
Emerging communications
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
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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.
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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.
ASSESSMENT AGAINST THE QUALITY AND DISTINCTIVENESS CHECKLIST
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.
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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.” Voices From the Crowd Respondent
3. Wide range of different styles of music – including styles which may not be covered on commercial stations
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.”
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Voices From the Crowd Respondent
4. Good variety of music
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!” Voices From the Crowd Respondent
5. Helps you to discover new music and artists
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.” Voices From the Crowd Respondent
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6. Plays a role in supporting new and emerging musical talent
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.”
Voices From the Crowd Respondent
7. Allows you to hear live music
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.” Voices From the Crowd Respondent
8. Has lots of fresh and new ideas
This is not an area with which Radio 2 is spontaneously associated – but this is not a problem for listeners.
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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.” Voices From the Crowd Respondent
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10. Offers a lot to me personally
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
11. Entertaining and enjoyable
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.” Voices From the Crowd Respondent
12. Has a good balance between speech and music programmes
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.” Voices From the Crowd Respondent
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ASSESSMENT AGAINST ITS SERVICE REMIT
“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.
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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.
CONTRIBUTION TO THE PUBLIC PURPOSES
Stimulating Creativity and Cultural Excellence 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.
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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.
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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’.
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“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
ASSESSMENT AGAINST THE QUALITY AND DISTINCTIVENESS CHECKLIST
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.
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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
2. Original and different / offers something that other stations don’t
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 3. Wide range of different styles of music- including styles which may not be covered on commercial stations
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.
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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
4. Good variety of music
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
5. Helps you to discover new music and artists
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’.
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“6 Music is my primary source for discovering new music” Male, South
6. Plays a role in supporting new and emerging musical talent
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
7. Allows you to hear live music
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
8. Has lots of fresh and new ideas
Guest presenters and interesting discussion based shows help contribute to an impression of 6 Music having lots of fresh and new ideas.
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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
9. Provides you with expert knowledge and information about the music it 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
10. Offers a lot to me personally
6 Music provides a welcome sanctuary to ‘real music’ fans
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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
11. Entertaining and enjoyable
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
12. Has a good balance between speech and music programmes
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.
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“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
ASSESSMENT AGAINST ITS SERVICE REMIT
“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
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o A good balance is provided between old favourites and exciting new talent
CONTRIBUTION TO THE PUBLIC PURPOSES
Stimulating Creativity and Cultural Excellence 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.
Sustaining citizenship and civil society
The news bulletins which are scheduled frequently throughout the day are felt to serve this purpose well, providing accurate and trusted news updates.
Promoting education and learning
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.
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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.
Bringing the UK to the world and the world to the UK
6 Music meets this purpose through its showcasing of international talent. Its new bulletins also are felt to include global news when relevant.
Emerging communications
The station is felt to be fulfilling this purpose, particularly with its online playlists.
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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
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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.
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“Some of the best presenters & recording material in the business, I think.” Voices From the Crowd Respondent
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 covered on commercial stations
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.
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4. Good variety of music
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.” Voices From the Crowd Respondent
5. Helps you to discover new music and artists
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
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6. Plays a role in supporting new and emerging musical talent
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.
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“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.” Voices From the Crowd Respondent
8. Has lots of fresh and new ideas
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.
9. Provides you with expert knowledge and information about the music it plays
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.
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“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.” Voices From the Crowd Respondent
10. Offers a lot to me personally
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.
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11. Entertaining and enjoyable
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.
12. Has a good balance between speech and music programmes
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
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ASSESSMENT AGAINST ITS SERVICE REMIT
“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.
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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.
CONTRIBUTION TO THE PUBLIC PURPOSES
Stimulating Creativity and Cultural Excellence 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
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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
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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
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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.
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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
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“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.
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ASSESSMENT AGAINST THE QUALITY AND DISTINCTIVENESS CHECKLIST
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
2. Original and different / offers something that other stations don’t
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”
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Female, Manchester
3. Wide range of different styles of music- including styles which may not be covered on commercial stations
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
4. Good variety of music
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”
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Voices from the Crowd
5. Helps you to discover new music and artists
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
6. Plays a role in supporting new and emerging musical talent
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
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7. Allows you to hear live music
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
8. Has lots of fresh and new ideas
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
9. Provides you with expert knowledge and information about the music it plays
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.
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“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
10. Offers a lot to me personally
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
11. Entertaining and enjoyable
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.
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12. Has a good balance between speech and music programmes
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
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ASSESSMENT AGAINST ITS SERVICE REMIT
“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.
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CONTRIBUTION TO THE PUBLIC PURPOSES
Stimulating Creativity and Cultural Excellence 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.
Sustaining citizenship and civil society
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.
Promoting education and learning
Asian Network performs well against the Education purpose, particularly succeeding in educating people about other Asian religions and festivals such as Diwali, Eid etc.
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Reflecting the UK’s nations, regions and communities
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.
Bringing the UK to the world and the world to the UK
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.
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CONTACT DETAILS Sparkler 58-60 Berners Street London W1T 3NQ 020 707 99 555 [email protected] [email protected] [email protected] [email protected]
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APPENDICES A: Recruitment Screener B: Key Metrics Checklist C: Service Familiaristaion Pre-Task D: Audience Workshops Discussion Guide E: Voices From The Crowd Questionnaire
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APPENDIX A – RECRUITMENT SCREENER
Quotas – 14 x 2 hour groups, 6 participants in each
Gender & Group SEG Segment Location Date & Time Age
th 15-17 Scotland Tues, 28 Oct 1 C2DE Radio 1 Mixed (Edinburgh) at 6pm-8pm
th 25-34 N. Ireland Mon, 20 Oct 2 ABC1 Radio 1 Mixed (Belfast) at 6pm-8pm
st 18-20 Radio 1 + Greater Tues, 21 Oct 3 ABC1 Mixed 1Xtra London at 6pm-8pm
Tues, 28th Oct 21-24 Radio 1 + Wales at 4 C2DE Mixed 1Xtra (Bridgend) 8.15pm- 10.15pm
th 55+ Wales Tues, 28 Oct 5 ABC1 Radio 2 Mixed (Bridgend) at 6pm-8pm
nd 25-44 South Wed, 22 Oct 6 ABC1 Radio 2 Mixed (Brighton) at 6pm-8pm
Mon, 20th Oct 45-54 N.Ireland 7 C2DE Radio 2 at 8.15pm- Mixed (Belfast) 10.15pm Tues, 28th Oct 35-44 Scotland 8 ABC1 Radio 3 at 8.15pm- Mixed (Edinburgh) 10.15pm Tues, 21st Oct 55+ Greater 9 ABC1 Radio 3 at 8.15pm- Mixed London 10.15pm
45-54 Midlands Wed, 29th Oct 10 C1C2D Radio 3 Mixed (Birmingham) at 6pm-8pm
Wed, 22nd Oct 25-34 South 11 ABC1 6 Music at 8.15pm- Mixed (Brighton) 10.15pm
th 35-44 North Mon, 27 Oct 12 C2DE 6 Music Mixed (Manchester) at 6pm-8pm
Mon, 27th Oct 21-24 Asian North 13 ABC1 at 8.15pm- Mixed Network (Manchester) 10.15pm
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Wed, 29th Oct 25-44 Asian Midlands 14 C2DE at 8.15pm- Mixed Network (Birmingham) 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
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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: ETHNICITY: Male White British Female White Other Even mix in each group Black Caribbean Black African AGE: Black Other …………… Indian Group 1: 15-17 Pakistani Groups 2 & 11: 25-34 Bangladeshi Group 3: 18-20 Chinese Group 4 & 13: 21-24 Other (Please state Groups 5 and 9: 55+ ………………..) Group 6 & 14: 25-44 Group 7: 45-54 Please ensure a good Groups 8 and 12: 35-44 representative mix of ethnicities amongst each location. This will be monitored at the office SEG:
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…………… Groups 13 & 14: Ensure a mix of Groups 1, 4, 7, 12 & 14: C2DE Indian, Pakistani and Bangladeshi Groups 2, 3, 5, 6, 8, 9, 11 & 13: ABC1 Group 10: C1C2D
ASK LONDON GROUPS ONLY LOCATION Can you please tell me if you currently practice a particular Central London (Zones 1-2) religion and if so, which one; Outside London (Zones 3+) …………………………………………..
All respondents must be living Ensure a representative mix of outside central London (zones religions 3+)
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
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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 Listen to Do not listen to most 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
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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 10-12 hours 6-10 hours Less than 6 per week per week per week 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 Weekdays Weekday Weekends listen most (6am to evenings (7pm often. Peak 7pm) onwards) (off peak) or off peak (Peak times) (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.
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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 94
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
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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 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 [for Radio 3: and specially recorded music and performances] 8. Has lots of fresh and new ideas 9. Provides you with expert knowledge and information about the music it plays 10. Offers a lot to me personally 11. Entertaining and enjoyable 12. Has a good balance between speech and music programmes
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APPENDIX C: SERVICE FAMILIARISATION PRE-TASK
MUSIC RADIO LISTENING TASK October 2014
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! 2
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What I think about Radio X
How would you describe Radio X to a friend who had never heard of it?
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.
3
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?
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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 something for everyone: 1 2 3 4 5 Why do you say that?
Offers a lot to me personally: 1 2 3 4 5 Why do you say that?
Entertaining and enjoyable: 1 2 3 4 5 Why do you say that?
High quality: 1 2 3 4 5 Why do you say that?
5
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Rating Radio X (2/2)
Plays a good variety of music: 1 2 3 4 5 Why do you say that?
Original and different, (compared with other stations): 1 2 3 4 5 Why do you say that?
Provides expert knowledge and information: 1 2 3 4 5 Why do you say that?
Allows me to discover new music: 1 2 3 4 5 Why do you say that?
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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!
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Radio X Listening Exercise
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?
8
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Radio X Listening Exercise
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?
9
Radio X Listening Exercise
Would you listen to Radio X at this time of day again if you had the opportunity? Why/why not?
10 If you’d like to expand on any of your answers, please use these blank sheets
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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:
TIME SECTION (mins) To put respondents at ease, introduce the Consumer vs Citizen 1. Introduction cue cards (for information only) 10 To briefly explore radio listening preferences and occasions, plus 2. Current listening 15 behaviours and attitudes the role that radio stations play in their lives
To understand the perceptions, appeal and relevance of the 3. Service perceptions service from an audience perspective 15
To evaluate the performance of the service against the ‘key 4. Detailed service 25 evaluation metrics checklist’…and how this compares to key competitors
To evaluate the performance of the service against the 5. Introducing the consumer facing Public Purpose articulations…and how this 25 purposes compares to key competitors
To evaluate the extent to which the service is able to fit with
6. Looking to the future audiences’ changing listening habits, expectations and needs 20 (via ‘Changing Behaviour Exercise)
7. Wrap up discussion 10
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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
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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
103 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? 104
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?
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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?) 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 [for Radio 3: and specially recorded music and performances] 8. Has lots of fresh and new ideas
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9. Provides you with expert knowledge and information about the music it plays 10. Offers a lot to me personally 11. Entertaining and enjoyable 12. Has a good balance between speech and music programmes (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. 107
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
108 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?
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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
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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 Radio 2 Radio 3 6 Music Asian 1Xtra Network
LIGHT - 2-6 hours 2-5 hours 2-12 hours 2-6 hours 2-9 hours 2-7 hours per MEDIUM per week per week per week per week per week week
MEDIUM - 6+ hours 5+ hours 12+ hours 6+ hours 9+ hours 7+ hours per HEAVY per week per week per week per week per week 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+
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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
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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?
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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 Radio 2 / Radio 2
BBC Radio 3 / Radio 3
BBC 6 Music / 6 Music
BBC Asian Network / Asian Network
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