BBC local radio ‘turns off over-50s... because its staff are too young’
THE over-50s are deserting BBC local radio stations because their tastes are increasingly neglected by ever-younger staff.
A report commissioned by the Corporation found they are now ‘less well served than ever’.
One of the primary aims of the Corporation’s 40 local radio stations is to cater for older listeners.
But research by commercial radio executive John Myers found part of the problem was that producers and other employees at these stations were often too young to grasp the needs of the over-50s.
He stated that the BBC needed to do more, quickly to ‘move with its audience more effectively’.
Mr Myers was asked by the BBC to carry out a review of radio operations to highlight failings and look at where money could be saved.
He noted there were too many generous pay schemes in place, too many managers and money wasted on services due to centralisation.
He cited the example of window cleaners travelling hundreds of miles to carry out a job. Mr Myers, a former chief executive at GMG radio, one of Britain’s leading radio businesses with 13 stations nationwide, said in his report: ‘I have highlighted the drop in popularity of BBC local radio since 2005.
‘Furthermore, the biggest loser is the older demographic who are turning away from their local services as stations are no longer airing content aimed at their age group.’
He added: ‘The fastest growing demographic is the over-50 age group, yet they now appear less well served than ever before.’ He went on: ‘I thought each station I visited housed a full complement of journalists and yet I was surprised to note so many were outside the age range of the target audience demographic.
‘A balanced newsroom in experience and age is important if the target market is going to be well served.’
Mr Myers criticised the generous pay schemes for staff working in local radio and highlighted ‘outdated working practices’.
These included ‘growth in job’ payments, which see staff who have not been promoted get an additional £4,600 after six years’ service. He said the cost of individual salaries could jump by up to 25 per cent once these and pension rights, as well as ‘unpredictability allowances’, were factored in.
Mr Myers said ‘few would not agree’ that these pay and conditions were ‘surprisingly generous’ when compared with commercial organisations.
He added the decision to have a local sports reporter reading live on air all day on some stations was ‘somewhat extravagant’. Mr Myers said that the maximum saving that could be achieved without affecting quality on local radio was £11million, some way short of the £15million the BBC had originally suggested.
The Corporation has since revealed plans to scale down proposed cuts to local radio.
A spokesman said: ‘BBC Local Radio is aimed at audiences aged 50 plus and that is clearly understood by our staff.
‘BBC Local Radio has been growing audiences since 2009.’