Refocusing a product

In 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…