Radio 1 is aimed at 15-29 year olds and provides a mix of contemporary music and speech programming. However, Radio 1 has seen a decline in listeners aged 15-24, dropping from 3.7 million (45% of listeners) in 2010 to 2.9 million (36%) in 2016. While listener numbers have fallen, Radio 1 has maintained popularity through social media platforms like YouTube (3.5 million subscribers) and Facebook (2.55 million likes). The future of radio will need to focus on interactivity as streaming services become more popular among younger audiences.

1. The communicationsregulatorOfcom requires that :
• All of the BBC's television and radio stations have a public service remit, including those that
broadcast digitally.
• The BBC, whose broadcasting in the UK is funded by a licence fee and does not sell advertising time, is
most notable for being the first public service broadcaster in the UK
• Their remit is to "inform, educate and entertain"
“The remit of Radio 1 is to entertain and engage a broad range of young listeners with a distinctive mix of
contemporary music and speech. Its target audience is 15-29 year olds and it should also provide
some programming for younger teenagers. 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.”
Audiences can be defined by GEARS. Gender, ethnicity, age, region and nationality, socio-
economic group.
Hypodermic Needle Model (1930s)
Audiences are passive
•Easily led, influenced & manipulated
•Gullible, sheep-like fashion-followers
Media consumption influences the attitudes and behaviour of audiences.
•People were assumed to be "uniformly controlled by their biologically based 'instincts'and that they react
more or less uniformly to whatever 'stimuli' came along”
•the "Hypodermic Needle Model" uses the same idea of the "shooting" paradigm. It suggests that the media
injects its messages straight into the passive audience
•Sometimes called ‘magic bullet’ theory
•Linked to propaganda & advertising (e.g. Nazi propoganda, H.g. Wells war of the world.)
Uses & Gratifications Model (1958)
Audiences are active in choosing media for their own ‘gratifications’ (pleasure). Bulmer and Katz believed
that the user seeks out the media source that best fulfils their needs.
Links to Maslow’s Hierarchy of Needs
he uses and gratifications theory assumes the audience chooses what it wants to watch for five different
reasons.
https://www.youtube.com/watch?v=Vn9_0mTfT3Y
Information and Education – the viewer wants to acquire information, knowledge and understanding by
watching programmes like The News or Documentaries.
Entertainment – Viewers watch programmes for enjoyment.
Personal Identity - Viewers can recognise a person or product,role models that reflect similar values to
themselves and mimic or copy some of their characteristics.
Integration and social interaction – the ability for media products to produce a topic of conversation
between people. For example who is the best contestant on The X-factor who which was the best goal
shown on Match of the day.
Escapism – Computer games and action films let viewers escape their real lives and imagine themselves in
those situations he uses and gratifications theory assumes the audience chooses what it wants to watch
for five different reasons.
Young and Rubicam 4 C's Model
Cross-Cultural Consumer Characterisation model
A more useful audience segmentation model than the traditional ABC1 categorization.
It acknowledges the global nature of media audiences

2. Divides audiences into 7 types of consumer
4 main categories are (MARS)
MAINSTREAMERS, ASPIRERS, REFORMERS, SUCCEEDERS
The other categories to be added to this are (ERS) EXPLORER RESIGNED STRUGGLER
It takes the following as consumer motivations: SECURITY, CONTROL, STATUS, INDIVIDUALITY,
FREEDOM, SURVIVAL and ESCAPE
Audience Profiles
Gender - Female, Male
Ethnicity - White British, Asian British,
Age - Teenagers, Adults
Region - London, Essex
Socio-economic - C1-B, E-C2
Radio 1 appeals to both males and females due to the fact that there is equal mention of sports and celebrity
news. There are also aspects to appeal to adults due to the fact that there is serious news such as
monarch flights and Spain riots. Competitions may appeal to those who are working class because they
can win opportunities rather than pay lots of money for it.
Why is Radio 1 losing so many listeners?
Radio One figures under Nick Grimshaw suffered a decline of 500,000 listeners in under a
year.
The number of hours that 15-24 year-olds listen to radio has gone from 29 million
hours in 2010 to 16 million in 2016.
That young audience has dropped from 3.7 million (45%) to 2.9 million (36%).
Around 11 million hours of Radio 1's listening is by people over the age of 45. On
YouTube, Radio 1 has 3.5m subscribers compared to Radio 2’s paltry 42,069. Radio
1 has 2.55m Facebook likes compared to Radio 2’s 633,053. Radio 2 may have
higher listening figures for its live shows,but the reach of Radio 1 – particularly with
viral content – is much higher on social media than it is for Radio 2, and that’s
because its audience is younger. Overall, Radio 1 may be losing listeners however it is gaining
followers on other media outlets and is therefore still successful.Examples of this include the
funny clips with celebrity guests that are uploaded to YouTube. Also, Nick Grimshaw has social
media profiles such as twitter (@grimmers) and instagram (@nicholasgrimshaw).
Radio 1 Breakfast Show with Nick Grimshaw -> episode
with Demi Lovato.
There are many artists' songs played on the radio show. Some famous artists who have listeners of the show's
target audience include Sia, Zayn, Rita Ora, Harry Styles, The Weeknd, Anne-Marie, Nick Jonas,
Drake and Rihanna, Taylor Swift, Demi Lovato, Miley Cyrus, Sam Smith, Ed Sheeran and Jason
Derulo. Some other well-known artists include Little Mix, The Vamps, Macklemore and Camilla
Cabello.
The future of radio should be more interactive due to the fact that other outlets are becoming more popular
and leading to a decline of young people listening to the radio. People tend to only listen to the radio
when they drive, therefore podcasts foryoungeraudiences may be more successfulif they had
appearances of more relevant celebrities such as YouTubers.
Most popular tracks as of 10/10/17.
On My Mind - JP Cooper
Dusk till Dawn - Sia and Zayn Malik
Again - Noah Cyrus

3. Recap of Radio One (Revision)
Audience
1. Radio one figures (under Nick Grimshaw) has suffered a decline of 500,000 listeners in
a year. In other figures, the number of hours 15 to 24-year-olds spent listening to radio
had fallen from 29 million hours in 2010 to 16 million in 2016. This age group used to
make up 45% of Radio 1’s listenership (3.7m); it’s now just 36% (2.9m).
2. Demi Lovato was promoting her documentary as part of her visit to Radio One. As well
as this, she was promoting her new album.
3. 5 Artists that are involved with Radio One include Anne-Marie, Drake and Rihanna,
Taylor Swift, Ed Sheeran and Harry Styles. They all cover the genre of pop meaning
the songs are somewhat cheerful to fulfil the needs of escapism. In terms of GEARS,
pop music can specifically appeal to teenage females. However they also have other
varieties: For example, Drake and Rihanna can reach other cultures through the genre
of R&B, rap and hip hop.
Technology
1. Streaming is important to millenials because it is easy to select specific music. Apps
such as Spotify allow choice with creation of playlists and therefore people can create
their own 'radio' stream of songs.Also,many young people do not drive and therefore
do not have the opportunity where they listen to the radio rather than smartphones.
2. The listen, watch, share strategy works as it reaches all people. It means that people
listen to the radio, however those that don't will also be able to access and watch funny
clips on sites such as YouTube. Also,these clips can be shared on Facebook which
causes the Radio to access all areas of social media. These clips will be shared and
therefore promote the original listening of the Radio.
3. Radio 1 has a large amount of 3.5 million subscribers on YouTube.
4. Radio 1 also have a Facebook page, as well as profiles by Nick Grimshaw on twitter
and Instagramwhich makes the Breakfast Show much more interactive (@grimmers
and @nicholasgrimshaw). Radio One also has a snapchat where they share exclusive
clips before the broadcast ofthe Radio.
5. The Breakfast Show's video content such as Innuendo Bingo and Playground Insults is
helpful in marketing Radio one because they are entertaining for those that use social
media even if they do not access or listen to Radio. Even as radio figures decrease, they
can maintain popularity on othersites through the use of entertaining videos which
ultimately promotes the radio show.
Interaction
1. Using social media platforms such as twitter (@R1Breakfast) and Instagram
(@bbcradio1), Radio 1 promote opportunities such as voting for the teen choice awards
as well as the chance to request songs.Also,you could email to be Richard Branson's
plus one, therefore it is evident they offer many opportunities to meet celebrities.
2. Radio One offer a few competitions such as tickets for award shows in Wimbledon,
seeing Little Mix and multiple others that include meeting celebrities such as celebrity
gamble.
RADIO X
1. In terms of GEARS, radio X appeals mostly to British males
aged 25-44.
2. This is reflected by some of the hosts. These include Russell
Brand and Chris Moyles who both have a fairly offensive sense

4. of humour, and many others. Also there is only one female host
who broadcasts during 1am to 4am.
3. The effect of Chris Moyles joining Radio X causes any of his
older audiences to follow him and begin watching radio X.
4. Radio X features certain advertisements targeted towards male,
including two that feature alcohol. There are also other
advertisements that are less stereotypical, such as jogger pants
for men.
5. It is possible that Radio X is offensive due to the fact that Chris
Moyles apparently has a history of being casually homophobic
and sexually demeaning on the Radio 1 show.
6. Diversity is slightly limited due to the fact that although they
cannot prevent female hosts or listeners, it will be specifically
aimed towards a male audience. There is one female host
however she broadcasts between 1am and 4am, a less popular
time for radio.
7. Radio One's PSB is much more inclusive than Radio X due to
the fact that it attempts to educate, inform and entertain (remit).
It does not specify between genders like Radio X does and aims
to represent all of Britain.