Thursday, August 05, 2010
Classical listeners vote with their off button
Data released today shows that the audience for BBC Radio 3 dropped by 8.2% over the last three months from 2.025 to 1.858 million listeners to reach its smallest audience since March 2008. Average hours per listener for Radio 3 dropped over the quarter from 5.9 to 5.6 hours. Speech network BBC Radio 4 increased its audience from 10.029 to 10.403 million in the same period while Classic FM also increased its audience.
Other headlines from the data prepared by RAJAR (Radio Joint Audience Research Limited) for the UK includes digital radio listening up 17%, digital radio ownership up 7.6m and radio listening via mobile phones remaining constant at 12.5%.
The latest RAJAR data is for the period ended June 31 2010. In April 2010 BBC Radio 3 introduced classical chart programmes into its schedules. Other reasons for the precipitous drop in the Radio 3 audience will be familiar to readers. If senior BBC management want to know why listeners, including this one, have deserted the network they need only listen to presenter Donald Macleod's crass and intrusive announcement interposed between the first and second movements of Mahler's Third Symphony at last night's Prom. When will they ever learn?
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