Evolving Media - Radio

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BBC
  • 97 Years Old
  • Lord Reith
    • Scottish Broadcaster
    • Managing director of BBC
  • Started 30 September 1967
  • Publicly funded through TV licences
  • Politically Unbiased
    •  Prohibits alienation of the public
  • Educate, Inform, Entertain
  • Nation Wide and Regional
  • Regulated by Ofcom
Thinking about the public purposes of the BBC, what kind of content would you expect to find in a Radio 1 broadcast? Make a list of any relevant content.

  • Modern popular music and current chart hits throughout the day.
  • Presenters - Inoffensive, Bland, Lively, Chatty
  • They target the 15–29 age group
Challenges faced by the BBC
  • Failure to reach younger audiences 
    • Digital Convergence
  • Not as popular 
  • Larger competition 
    • Signal 1, Capital, Heart
  • Financial problems
    • Technology overhaul
Why Greg James?
  • Took over from Nick Grimshaw on 20 august 2018
  • 16th presenter
  • 2017
    • Grimshaw recorded the lowest listener figures for radio 1's breakfast since the records began
    • 4.93 million weekly listeners between July and September 2017
      • Didn't take into account online listeners/ social media streaming
  • Why was nick Grimshaw so unpopular?
    • Repetitive? 
    • Annoying?
    • Unrelatable?
  • 2018
    • Radio 1 announced that they would only broadcast the Breakfast show Monday to Thursday to give young audiences 'that feel good factor a day early'
Has Greg been a success?

  • What is the target audience of Radio 1's Breakfast Show?
They target a broad range of young listeners -15-29 age group
  • How many listeners has Greg attracted since he took over in 2018?
James' show has a weekly audience of 5.69 million listeners aged 10-plus, up from 5.44 million last August.
  • How has Greg managed to 'inform, educate and entertain' listeners?
James is more inclusive with his audience, entertaining them through nationwide endeavours such as the 'Pass the Pasty' idea. He discusses mental health awareness in order to inform and educate.
  • How has Greg tackled political issues?
He's open with his opinion and tackles it with more common sense.
  • How has Greg's personality contributed to his success?
His optimism, explicitness and silliness is refreshing and relatable

Explain the success of Greg James since his take over of the Radio 1 Breakfast Show in 2018.
- Make reference to the target audience
- Make reference to cultural/ economic/ political contexts

Through his optimism, explicitness and humour, James provides a relatable and refreshing Breakfast Show for the listeners, whereas Grimshaw didn't. This approach allows him to successfully reach his 15-29 age group audience, and this is known through the 250,000 new listeners gained after he took over. He creates an inclusive environment that draws in his audience effortlessly, for example entertaining them through nationwide endeavours such as the 'pass the pasty' idea in which the listeners would partake in the travel of a pasty. When it comes to informing and educating his audience - relating to the BBC's underlying mission - he freely discusses mental health awareness, even commenting on his own experiences to forge a closer, tighter connection with his fans. Since the BBC is under the regulation to be politically unbiased, there is a larger pressure placed upon James. Despite this, he is open with his opinions and tackles it with common sense so not to offend or lose any of his listeners as well as keep them updated on the frequent news. Although the Breakfast Show is on early in mornings, James brings his energy to the show in order to bring 'that feel good factor a day early'. In connecting with the younger audience and keeping up with the continuous updates to the social media world, James manages to provide a relatable approach in which he takes into account those who are online listeners or social media streamers. James does well to provide a down-to-earth personality despite earning £150,000-£200,000.

Overall, Greg James has been quite successful since his take over in 2018 as he provides a relatable, refreshing and optimistic approach that triumphantly draws in the large target audience.



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