The BBC Asian Network, the search for younger digital listeners in Ethnic Media in the Digital Age

In response to the increase of Asian radio in the U.K., the BBC’s only minority specific service The BBC Asian Network, a digital radio station, embraced a stronger social media policy to attract new audiences. The service faced potential closure in 2010 after failing to attract its target audience in significant numbers, but was reprieved a year later. Internal BBC research has revealed that young British Asian’s engagement with social media is good and that the BBC Asian Network has secured a high level of smart phone listening. Therefore, the BBC Asian Network is attempting to appeal to a younger audience via social media, and to challenge the stereotypes that the station is for older people or immigrants. This chapter examines the uniqueness of this service within the BBC portfolio through in-depth interviews with staff. They describe their strategy to target digital natives and the challenges this poses