BBC Radio 3 have just announced a big schedule shake up, and have offered 20 year old saxophonist Jess Gillam her own show to attract young people and millennials to tune in.
Full disclaimer, I think this is an inspired move. Jess is a fantastic character and an amazing musician who I’m sure will come across great on radio (she’s also an awesome person – big fan). The rest of this is in no way a reflection on her, but is 100% a reflection on BBC Radio 3.
The move not only reeks a little of desperation in reacting to the launch of Scala Radio, but also is a prime example of how BBC Radio 3 has continually missed the point on how to attract and connect to young people and is now possibly too late to the party.
The main issue here is that Radio 3 seem to think that all they need to do is change their programming and all will be miraculously fixed. What actually needs to happen is for them to realise that they need to do so much more in addition to broadcasting to communicate with their audience.
