Radio 1 DJs Getting Too Old For Their Audience?
I read an alarming piece in The Sun today that suggests Radio 1 bosses may be starting to shop around for the next wave of DJs for the station. All this is based on the claim that DJ’s like Chris Moyles and Jo Whiley are too old for the station’s target demographic.
This won’t be welcome news for Moylesy, who’s somewhere on the slopes of Kilimanjaro right now.
Radio 1 aims to pull in fans aged between 15 to 24. But Chris has just turned 35. Many of his production team, who take part in the show, are also in their early thirties.
Mum-of-four Jo Whiley, who hosts a daytime show, is 43, while weekend host Sara Cox is 34.
I suppose because I’m in the over 30 bracket myself, I’m quite satisfied with the DJs at Radio 1. Because on the plus side:
- DJs like Chris Moyles and Jo Whiley are great for introducing new music. Jo Whiley’s contribution to the music industry over the years has been phenomenal. She’s introduced some exceptional music to the public.
- With age comes professionalism: Moyles, Scott Mills and Co have branched out to TV appearances and other things. And all of those appearances bring people back to Radio 1.
- The 15-24 year old demographic seem to be sticking around, despite the age gap between the DJs and listeners.
- Possible replacements: Reggie Yates and Fearne Cotton? Reggie comes across as a lovely guy, but is exceedingly dull as a DJ. There’s no controversy or fire with Reggie. Fearne has obviously sold her soul to Satan for 24/7 TV coverage. She never seems to be off the telly. Which explains why Reggie presents so much on his own – she’s always got some better gig to be at. Radio 1, please don’t encourage her. Plus, I heard she’s got ITV’s cooties. You don’t want that, do you Radio 1?
- Would they really be so mean as to put Westwoooood out to pasture? Do they have retirement homes for white gangstas or will he die in a bloody drive-by as he pimps someone’s ride?
However, on the other side, here are some negatives:
- I’ve heard plenty of people bitch about how Moyles’ show has gone downhill. Certainly, I found myself switching off more as his rants became more egocentric and the banter on the show became irritating. Poor Aled. Likewise Scott Mills, who – nice guy, I’m sure – makes the sound of nails scraping down a blackboard seem like a pleasant auditory experience in comparison with his early evening show.
- Some of the DJs have been around Radio 1 forever. And they’re obviously comfortable, because there’s no indication that they’re planning to leave. Maybe it’s time to let some fresh blood loose on the prime driving to/from work slots?
- Radio 1 could really shake things up if they put some of their more radical DJs into the mainstream slots. The station has a number of late night shows that promote different types of music: maybe instead of blasting Alesha Dixon at us every half-hour, they could bring on some DJs to break exciting new music?
I know this is a jumble of ideas. Part of me is a little change resistant (why break a winning formula?), but another part would love Radio 1 to do something completely bold and reinvigorate the format.
Yes, this is where I start harping on about them using their platform to bring real new music (ie, not signed to major labels) to the public. Hell, the really brave heads of the station might even accept a radical drop in listener numbers, just until they established a new format.
What do you think? Are the DJs out of touch, and is it time they moved on to let new talent through?
Chat about this on the Unreality TV Forum »
I’m not the target demographic for Radio 1 so can only relate this to Matthew Bannister’s clear out on the then suddenly embarrassing ‘Smashie & Nicey’ style DJ’s back in the 90’s (it’s a management new broom thing). I’m not a fan of Moyles (does the music even matter in his case?) but then as I said I’m not the target demographic and have no right to solicit their removal if they still have loyal listeners so we have to be careful of introducing ageism for ageism sake. After all John Peel probably most connected with his audience as he was approaching 40 & nobody thought he was ‘out of touch with his audience demographic’ back then.The question will always be whether sweeping away a generation of DJ’s will herald a more diverse range of music or whether radio is too ‘old media’ to fulfil that role any more.
Glad you commented, Em. I was talking to Lisa about remembering a mass clear-out of Radio 1 DJs in the past. Glad to know I’m not doting, eh?
And yeah, that was a point I made up above – last I heard, the listening figures weren’t anything to worry about – so the DJs are obviously still acceptable to the majority of the audience.
Good point about radio being ‘old media’. Do you think radio’s tied to the ‘establishment’ of big record labels, TV and radio marketing? Does that make it irrelevant?
I don’t think radio is irrelevant but its power and influence is, in my opinion greatly diminished, fragmented and diluted in much the same way as print media and television now is.These days there’s not such a great divide between what young people and their parents listen to these days. I doubt whether radio is lean and mean enough or has the flexibility to experiment too radically as ‘personality’ DJ wage costs and ongoing legacy infrastructure costs (FM,DAB, Freeview etc)limit how far from the mainstream they can wander or even want to wander.If it’s stale I presume people will only turn off if there’s an alternative that fulfils their listening needs (or do enough people always stick with what they know no matter what?)
Hmmm, I dunno. When I get fed up with the radio, I just switch off. Then I turn to the web or the music channels instead. One of the many benefits of music television is that you can listen to music without the interminable babble in between.
The downside is having to listen to the same Pussycat Dolls tune about 20 times in succession.
I like the current format of R1, and am one of those resistant to change… In fact, I’ve found myself listening to it less this week in the mornings because Moyles isn’t there and Vernon Kay plays excessive amounts of music… First thing in the morning I prefer to listen to inane babble than Basshunter and the like!! I don’t really listen at other times of the day, due to being at work, but I know I don’t like Scott Mills, but I think any newcomer could be just as bad as him…
I am a music lover, but I am not a radio 1 listener.Although I do like music that probably is not suitable radio 1 (or perhaps only at low audience times) I do like some music I believe would be very suitable for radio 1 (perhaps in specialised music shows).I feel the output on all radio stations (I know there are are loads out there now) is far far too commercialised by an organisation that is not supposed to be commercial.I contribute a small amount to the BBC budget through the licence fee but there is very little output on bbc radio or tv that actually interests me at all.I am very annoyed by this.Ever since the early 1980’s I believe there has been a steady decline in minority appeal music output broadcast by the bbc.It’s about time this was addressed.This could be spread over the different stations even ?? PS I believe 90% of indie artists are commercial these days – the indie label is a usless indicator to appeal to music fans of alternative tastes nowadays.
Interesting. I’ve certainly been thinking this for a while about Moyles, who is blatantly still living in a 90’s timewarp, because bands and music from that decade seem to be about the only acts he gets excited about.
I do recall the massive DJ clearout around 1993, and it did Radio 1 no end of good. OK, times have changed, but I wonder if there is a controller brave enough out there to make the sweeping changes?
I am now outside Radio 1’s demographic, and I find some of the music complete rubbish, but it’s a reflection of what’s big on the charts. The likes of Moyles and Wiley really seem to have no connection with it. Plus some of the features and items on their’s and Mills’ programmes have been going YEARS and got decidely stale. Definately time for a youthful shot in the arm for Radio 1, but I doubt it will happen…
I don’t think it matters that how old the DJ’s are really, what really matters is their love of music.Jo Whiley comes across as really loving her music, although I do not like her taste – I do appreciate her though on a perrsonal level because she sounds generally interested in what she does.There is far too much R&b & dance based music (including alot of indie rock music).This is popular but only accounts for about 35% (at a guess) of what people are actually listening to generally.In this case they only are catering for a minority audience.I know it is impossible to cater for everyone all of the time.They should definately have more speciality music programmes.They may have fairly lowish audiences for each of the shows but the overall people they would actually cater for would increase, as there would be different audiences for each these shows.As the BBC is not a commercial driven organisation they should be able to do this.
Good comment Jason. I’ve been thinking though, with such a focus on the Radio 1 playlists, do THEY dictate what’s in the charts because they’re the biggest station? I wonder.
Scott Mills’ show definitely needs to be canned. I used to ONLY listen to it when Sara Cox was covering. Whether it’s true or not, something about Scott comes across as narcissistic and annoying. Coxie is funny and a little bit stupid, which can be cute.