By James Cridland, the Managing Director of Media UK, and a radio futurologist: a consultant, writer and public speaker
Listening a fair amount to the BBC World Service (it appears to be just as good as white noise to put the baby to sleep).
A few years ago, I listened a lot to the World Service, and spent much of Christmas two years ago listening to it almost exclusively while in Hong Kong. It was a station with lovely, consistent branding, and a clear purpose. It was a great listen.
The station now sounds as if it has lost its way. There’s a horrid new tag line (“the world’s radio station”), yet it sounds more London-focused than ever, with less foreign voices as part of the station’s imaging; particularly up to the hour. The consistent music package appears to be half-dropped, with some awful promos talking about the news values of the station in corporate-speak instead. “We inform. We discuss.” Pompous nonsense. The punctuation afforded by the production appears lost, and items slide into one another.
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