In a bid to attract listeners, Radio 3 are to introduce new programming in the autumn schedule. In an attempt to broaden the station’s appeal Radio 3 are to move the current morning programme which transmits at 9am and replace it with a music listening programming which is “not too challenging” according to a Radio 3 spokeswoman.
The move is to counter the successful attack from Classic FM; since its launch in September 1992, Classic FM now attracts 4.5 million listners weekly. Radio 3 has an average weekly audience of 2.4 million listenrs. Radio 3 also plans to start broadcasting an hour earlier, at 6am.
Classic FM
Radio 3
Reach %
Profile
Reach%
Profile
Adults
9.5
100
Adults
5.1
100
ABC1
13.4
68
ABC1
7.6
68
C2DE
6.2
32
C2DE
3
32
All Men
10.1
50
All Men
5.6
52
Men 45-54
14
9
Men 45-54
7.8
11
Men 55+
14.4
50
All Women
4.7
48
Women 45-54
10.2
8
Women 45-54
6.2
8
Women 55+
11.9
33
Women 55+
7.8
33
Source: RAJAR Q1 1995
The above table shows how Classic FM and Radio 3’s audiences are comprised. Marmaduke Hussey the BBC chairman, according to a report in the Guardian, said that Radio 3 was “frankly elitist”. However, figures show that Radio 3 shares a similar class audience with Classic FM. Older men and women make up the majority of listeners to both stations. Classic FM has a significantly higher percentage reach than Radio 3.
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