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Switching on to teenage kicks.
Radio One moves into its fifth decade of broadcasting by launching Switch, an initiative that hopes to re-engage the station with their core teenage demographic. Music Week explores the station's plans and talks to station controller Andy Parfitt
As Radio One yesterday (Sunday) blew out the candles on its 40th birthday cake, the venerable station will have had age on its mind - and not just its own advancing years.
For the station, acknowledged in the BBC's Annual Report 2007 as a "key route" for the Corporation to reach out to young people, has been thinking hard of late about how to attract the fickle hand of youth.
It is tempting - but overly harsh - to see this as a result of Radio One's own midlife crisis: while the station performed well in the last set of Rajar figures, growing its weekly reach to 10.87m in the second quarter of 2007, the annual report suggested that the station was under- performing in its target audience of 15- to 29-year-olds.
In this, the BBC station is hardly unique - the report notes that falling radio audiences in this demographic are being felt across the industry. But for Radio One, long considered as the Beeb's "voice of youth", such a finding is hugely significant.
What is more, for the BBC as a whole any failing in the station's youth audience is troubling: 53% of Radio One's audience does not listen to any other BBC radio service, meaning that Radio One is crucial for engaging young audiences with the Corporation.
Help is at hand, however. The BBC last week announced a raft of measures designed to build audiences among the 12- to 16-year old demographic, under the umbrella of BBC Switch.
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