As Bob Shennan, the BBC’s director of radio and music admitted this week, there are almost two million podcast-only listeners in the UK who never tune into BBC Radio. They’re captivated by specialist music (Heart, Absolute, etc), specialist talks (mostly religious such as Premier Christian) or specialist news and current affairs (the Economist, Monocle). And they never feel the need to cross over into Auntie’s sphere of influence. The BBC’s response, says Shennan, must be to produce ‘a revitalised audio product’ to meet the needs, or rather demands, of these new audiences.
‘Audio product’ seems a long way from Music While You Work or Down Your Way. Soon, Shennan envisages, most listeners will be using voice apps to order up what they want to listen to from a vast range of programming, sometimes from what are now called ‘linear’ (i.e. traditional scheduled) stations by switching on (or tuning in) in the old-fashioned way, at other times by dipping into preselected podcasts, or streaming from the web, or maybe resurrecting something from the ‘deep archive’.
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