The other day I was listening to a new radio station that I can’t mention the name of.
Let’s just say if you took away the ‘K’ from the end of ‘Book’ and the ‘R’ from the start of ‘Room’ and its target audience are ‘Baby Boomers’, you’ll have some idea of the station I’m talking about even if you haven’t yet found it on your smart speaker.
By the way, Alexa’s been in my house for so long now, she lets me call her ‘Lexi’. But she still gets stroppy if I’m not keen on one of the songs she’s picked.
Whenever I ask “Lexi! Skip!”, there’s always a chilly pause before she replies sarcastically, “You’re the one who needs to lose weight, so why don’t you skip? And then do 50 sit-ups, chubby!”
The new baby boomer radio station, which mainly (but not exclusively) plays hits from the 1950s to the 1970s has taken a while to be set-up
But! Coincidentally, it was launched around the time Radio 2 was criticised for playing less golden oldies and too many new releases.
Radio 2’s long-running Saturday lunchtime show “Pick Of The Pops” which plays top 20s from previous decades, hasn’t included a chart from the 1960s since last September.
So it’s no surprise that when the BBC admitted its daytime radio schedules were now being aimed at women in their 30s and 40s, many once-loyal listeners felt it was turning into an offshoot of Radio 1 – and looked elsewhere for their favourite music.
Personally, I like 80s and 90s hits as well as more recent stuff, but I understand that listeners who grew up listening to Billy Fury and Little Eva would rather hear them than Billie Eilish and Little Mix while going about their daily business or enjoying their morning coffee.
In this respect, BBC Radio Wales is well ahead of the game, because Owen Money has ruled Saturday and Sunday mornings for years, playing golden oldies and sharing information about many of the performers whose ‘discs he spins’, attracting a huge loyal audience.
Lexi! Play Owen Money please!
And put the kettle on while you’re at it.