Monday, February 08, 2021

Too old for Radio 2.

 So I understand there is major controversy. It has been announced that Radio 2 is to stop playing music from the 50s, 60s and 70s. They want to bring in the majority of music for it's core audience target which is 35 to 55 years old. Which actually destroys much of it's present audience, The Baby Boomers.

They've done it before, around the time they pensioned off Jimmy Young. But there was a difference. The people who were "ditched at that time were mainly my Mum's generation, who had come here from the Light Programme when the BBC changed style in 1967 (?). They didn't do pop music. Or not in the all encompassing way we have grown up with. We probably all have songs we like from all the decades. There have been lots of different genres, but for our generation you probably can pick a song you like from most of them through the decades. 

So what of the future? Radio 2 will carry on playing mainly 90s music onwards with some 80's music which will dwindle as it moves on. But where will the Boomers go? There are lots of stations that play music from the time, but many are on Digital Radio rather than terrestrial. But Radio " listeners aren't going to migrate to another BBC national station. We aren't all going to think, ooh, I better listen to Radio 4, unless it's stuff you already listen to. 

But there is a station that is coming later this month. Boom. Unfortunately I think it is a didgital station but Alexa will get it and no doubt other similar systems. DJs incude "Diddy" David Hamilton, "Little" Nicky Horne, I think Gary Davies, a couple of others I can't remember, and probably some I haven't heard of on the non peak hour shows. They will, I am sure, be playing much from the 60s, 70s and 80s which would be the eras they are famous for. And there will also be another difference too. There are no playlists. The DJs get free reign to play what they want. So we won't have to listen to the same record, on the hour, ever hour.

Let's see if Radio 2's loss is Boom's gain. 

3 comments:

Masher said...

It will be interesting to see whether Radio 2 understands it's own demographic as well as it must think it does. Personally, I think it will lose a large chunk of its currently devoted fan base.
With DAB and the thousands of stations worldwide that are accessible through computers and smart streaming devices, there is plenty for the general public to choose from.
I fear though that a large chunk of Radio 2's older audience are of the FM only brigade. For them, switching off may be the only option.

Brennig said...

I was a Nicky Horne fan in the very early days of Capital when he did the rock show/you're mother wouldn't like it/six of the best (etc). What's this new station? Is it GHR? Simon Mayo is going to GHR to do Drivetime with his former R2 producer and Matt, his former sporting correspondent

Unknown said...

Masher - As an Archers fan, the Beeb have royally messed things up twice now. Firstly by bringing in some Eastenders producers to make it more gritty, just what Archers fans don't really want, and then by deciding they need to attract young listeners. Yep, I can just see 20 year old's thinking, "I must tune in to Radio 4". And yes, you are right, it will be the older listeners who miss out. And they are also the people who expect the BBC to provide them with entertainment.

Brennig - This is where it is, https://www.boomradiouk.com/ , and how to listen. I knew there was another station that Mayo was going to.This really is like Capital back in the day, they have got Graham Dene and also Anna Raeburn doing a talk show!