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“What are they doing? They are on a screen, YouTube and social media,” he says. But Cooper points out that the station’s audience is tuning in for less time.
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Radio 1 performed well in the most recent quarterly Rajar figures, released last week, with an average weekly audience of 10.8 million listeners, up 270,000 on the previous quarter. “Or is going to YouTube to look at four different videos and posting them on social media more valuable?” “If you listen to Radio 1 in the background all day, is that really a very good figure for us to judge how successful Radio 1 is?” he asks.
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The UK radio industry continues to look to the quarterly Rajar listening figures as a yardstick of achievement, but Cooper says these stats, while “a very important part of what we do”, don’t accurately reflect the full extent of audience engagement.
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The issue of how to measure success could prove extremely complicated, however. “What are the right times to distribute this content – the right times, the right platform and the right device? That is the key to still being relevant.” Now young people have maybe a radio in the kitchen, a mobile phone, a laptop and a tablet,” he explains. “We used to distribute our great content through the radio.
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To help fulfil this lofty ambition, Cooper says Radio 1 has to crack two key problems: distribution of content and measuring success in the modern digital world. I would like to see the BBC become the UK’s favourite youth brand.” “You need to start thinking about brands.
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“It is wrong to keep thinking about radio and TV stations,” he says. Its audience can now listen, watch and share its music performances.”Ĭooper unsurprisingly shares his boss’s platform-agnostic view. But it ties into a desire to reach out to younger audiences using technology – see also last year’s launch of the Playlister music recommendation service – as well as changing music consumption patterns and broader BBC strategic thinking.ĭirector general Tony Hall explained last October that Radio 1 “is no longer just a radio station – it’s already filming sessions, interviews and programmes that live online. The move – tipping Radio 1 towards becoming a video channel as well as a music radio station – may take the network further away from its broadcast origins. The proposed iPlayer channel, subject to the approval of the BBC Trust with a decision expected in early October, will feature videos of live performances, highlights from Radio 1 events, interviews and “more random, creative moments”, such as James’s parody video. The latest step towards this goal was the announcement last week of a dedicated space on the iPlayer for Radio 1’s visual content, building on the success of the Radio 1 YouTube channel, which has the most subscribers – 1.4 million – of any radio station on the platform.