One of the most interesting bits of feedback we’ve received from Sounds of the 20th Century (BBC Radio 2, Thursdays 10pm) is that it’s a really active listen. People want to know what that clip was, who said that, do they remember it, what were they doing at the time.
However, Radio 101 (and the RAB) tells us that this is not the case; radio is a secondary medium – something you do whilst you’re doing something else, a “primary” activity like washing up.
We have learnt ways of turning this to our advantage. In interviews, some people may have claimed that this allows us unmediated access to our audience. We get closer to them at times when other media just isn’t appropriate (such as in the bath).
But what if we thought of it as being the other way round? I don’t ever want to do the washing up, but I DO want to listen to the radio. So where possible, I choose my boring housework moments to coincide with something that I really do want to listen to – like Adam & Joe on 6 Music, as I find concentrating on that makes the boring stuff happen a lot quicker. Surely in those instances radio is now the primary medium, that I am giving my full attention to, whilst I do something disinterestedly with my hands?
To put this in context – in the world of TV, if someone is doing something with their hands whilst watching Britain’s Got Talent (say knitting, or doing a jigsaw, or texting) does that become their primary activity? And would the TV companies allow that to be the case? We often skip through adverts on recorded programmes, mute out the ads when watching live, or just ignore them completely – but I never do that when listening to Xfm – and yet the difference in cost of a 30 second spot on radio and 30 second commercial on TV is phenomenal.
It seems to me that this is “secondary medium” idea is a mind-set that isn’t particularly helpful. Radio can be great in the background, but isn’t the best radio the stuff that makes you pay attention and that stays with you?
Why do we demand so little of our audience? And would a change in approach perhaps drive more listeners and more revenue into our industry?
Heather Davies 
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