Last week the RAJAR (Radio Joint Audience Research) listening figures were released for the 4th quarter of 2018. The BBC Asian Network saw a drop of over 100,000 listeners and a overall dip of 20.3% for the year 2018, when compared to 2017.
We ran polls on social media (for 24 hours) to see if the BBC Asian Network was representative of British Asians, the results of the polls are below :
The polls and the comments were all forwarded to the BBC. It was evident from the comments across the two polls that one thing stood out as major issue for the listeners/former listeners; The playing of non Asian music on the ‘Asian network’ we then put this to the BBC and below is the official response from a BBC spokesperson.
As Asian Network continues to focus on younger audiences, we are inevitably going to lose older listeners. We’re really happy that the station sounds fresher, and as a result 94,000 of the network’s ’30 and over’ listeners have moved on to other stations. As always, RAJAR figures only tell part of the story: over half a million listeners continue to tune in to Asian Network every week, with a further one million following or subscribing to our content across social media and YouTube.
We here at Daily Ent. Xpress are supporters of a strong ‘BBC Asian Network’ and we feel it is vital that the Network survives, we are biased in the music we think it should play simply because we are a Punjabi music site, the response from the BBC did not really fill us with much joy as it just seemed dismissive of the those listeners that had left, we understand the need to change to a younger audience, but as our polls suggest it is the younger audience that are leaving faster than the older more loyal ones.
Interesting times ahead, thank you to all who voted and took part, we know the BBC response may not fill you with joy, so we guess we will now sit back and wait to see what happens with the next set of RAJAR figures.