Tina Daheley, the host of podcast Beyond Today. Although millions of young Britons continue to tune in to traditional BBC radio stations, Purnell says just 3% of under-35s use the iPlayer catch-up radio app, which will soon be axed. Relying on pensioners to provide the audience is not sustainable for an organisation that relies on convincing the vast majority of the public to pay for its services. “People are listening to things the whole time but the competition for their ears is with a whole host of organisations beyond the commercial radio sector.” “BBC Radio is still incredibly successful, but I don’t think it’s ever faced such competition,” says Bob Shennan, a lifelong BBC employee who oversees all its radio and music output, pointing towards the likes of Spotify and Apple’s podcast libraries. Put simply, they no longer need to listen to a playlist or a schedule that does not perfectly suit their needs. #Bbc radio widget tvBut just as Netflix upended TV viewing habits, the growth of podcasts and Spotify means listeners increasingly expect their audio content to be personalised to them. The problem is that ever since the BBC was founded almost a century ago it has been based around an era of broadcasting that was designed towards a comprehensive offering: a shared listening – and then viewing – experience. Radio 2 alone reaches 15 million listeners a week and for all the criticism of the Today programme (“editorially I think it’s in brilliant shape,” says Purnell), one in nine Britons still tune in to hear John Humphrys and his co-presenters harangue politicians every week. It has half the national market, with dozens of stations reaching more than 34 million people a week. On the face of it, BBC Radio is in rude health.
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