Refocusing a product
A BBC Radio 2 case study

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Page 1: Introduction

Bbc Radio 2 7 Image 4In May 2001, at the Sony Radio Awards, Radio 2 was named Station of the Year for the second time in 3 years. This success represented a massive change in the fortunes of Radio 2, which only five or six years earlier had been seen as a station that was in decline with an image that was very negative to both journalists and potential listeners.

In the mid 1990s, Radio 2 had lost touch with a broader audience, and appeared to be ‘in a rut’ with an unclear proposition and music programming that had not moved forward for a number of years.  Action had to be taken, because its group of listeners could only shrink in number as they grew older.

Action was taken, with outstanding results.  By August 2001, Radio 2’s audience figures had surged to 11.75 million listeners a week and Radio 2 had become the most listened to radio station in the country and even overtaken Radio 1 as the most popular radio station among adults.  

This case study concentrates on analysing how this remarkable turnround in fortunes was achieved.

BBC Radio 2 | Refocusing a product