Asian Network in panic re-shuffle ahead of ratings release.
The BBC Asian Network is engaged in a panic re-shuffle aimed at shoring up the family image of the station ahead of Thursday’s Rajar ratings for the quarter ended December ’09.
The Asian Network is reportedly under threat of closure after the BBC’s Annual Report for 2008/9 criticised it for dropping 100,000 listeners (400,000 down from 500,000). Analysis of the Rajar figures since the BBC’s report show a further steep decline to September ’09.
Asian Network Listener Numbers
According to BizAsia.co.uk the Asian Network has now dropped Nerm’s ‘Electro East’ show and ‘Pathaan’s Musical Rickshaw’, and sadly also dropped Nikki Bedi- the station’s only mixed race DJ- after 6 years.
These changes suggest that the Asian Network already know their ratings will drop again for the last quarter of 2009. They are re-shuffling to create a more family-friendly lineup, and talking up a ‘long term strategy’ to try and deal with the pressure that will inevitably accompany another ratings drop.
It is a sad day for the once-illustrious Asian underground scene, and for Brick Lane’s Shiva Sound System, that they are being made scapegoats for the Asian Network‘s failiure. Nerm’s show in particular reflects an alternative lifestyle for young Asians, away from the traditional family model and more in tune with the rich underground scenes that young black and white people enjoy.
The Asian Network should have changed the rest of its schedule to reflect the variety of lives being lived by young Asians. By retreating back to traditional family programming they are making themselves even less relevant in the 21st Century, and even less likely to survive.
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Interesting piece. I wonder how changes in their viewing figures compare to other radio stations?
If I’ve got time I’ll chart their progress against 1Xtra and Radio1. However main thing to remember is that they were singled out in the Annual Report. Their cost per listener hour was the highest of any BBC Radio station.
Other stations are not under that kind of pressure, so their listener figures will be steady or climbing.