quote 12:21:45 The BBC Trust’s recent review of Radio 6 Music confirmed that it is popular amongst its fan base and its music offering is distinctive. However, although it has achieved good growth in recent years, it has low reach and awareness and delivers relatively few unique listeners to BBC radio. And whilst 6 Music does not have a target demographic audience, its average listener age of 37 means that it competes head-on for a commercially valuable audience. Boosting its reach so that it achieved appropriate value for money would significantly increase its market impact. Given the strength of its popular music radio offering from Radio 1 and 2 and the opportunity to increase the distinctiveness of Radio 2, the BBC has concluded that the most effective and efficient way to deliver popular music on radio is to focus investment on these core networks.
The BBC Strategy Review on 6music, which will be assimilated by Radio 2, so their “distinctiveness” can be added to the older station’s own. It remains to be seen whether resistance is futile.