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BBC Radio 1 aims to 'crack smartphone generation' by embracing video

BBC Radio 1 are now aiming to take on a new market of the smartphone generation, the technique they will be using to do this will be by uploading videos. Th reason for this change is due to the change of interest from the younger audience. The younger audience are spending less time listening to the radio and more time on their smartphones

Their radio viewers were listening to the show for  an average of 2.6 hours a week, compared with the 3.5 hours they spent listening to Moyles. 

The show has a decline of 39% of viewers, from 23.6m hours to 14.5m hours a week. This connotes that the younger audience are more into their smartphones then the radio from an average of 17.6 hours a week in 2009 to 15.4 hours a week.The BBC's director general, Tony Hall, has said that he wants to see more of their brands appealing to the younger audience  such as changing BBC3, including re branding BBC3's news. 

Radio 1 will look organisations such as YouTube and Spotifty who are specialists in videos in order to attraction their target market. Radio 1 also are looking to have their own video catch up channel following something such as BBC iPlayer. BBS Radio 1's iPlayer channel will include interviews by Dj's, performances from the live events they will be holding such as, Radio 1 live lounge. Radio 1 are also looking to create a Playlister service which will allow their users to tag tracks they hear on BBC radio 1 and play them through their steaming service. 

• The average age of Radio 1's adult audience remained stuck at 34 in the latest audience figures falling to 32 if all listeners aged 10 and over are included.

Furthermore the average age for the listening for Radio 1 is now 18. However just over 50% of theirs listeners are aged 30 or over. Therefore Radio 1 are on the course in changing their target market and attracting more of the younger audience.