Ken Bruce sends desperate plea to BBC Radio 2 after concerning figures
DJ Ken Bruce has voiced concerns about his former employer, Radio 2, attempting to position itself as a ‘cool’ station.
Bruce’s departure last year has been linked to a steady decline in the station’s listenership, with over a million people no longer tuning in.
Recently, Bruce, 73, suggested that the BBC should reconsider its strategy, as Radio 2’s attempts to modernise and follow trends has alienated listeners who like the station for its timelessness.
Bruce emphasized that Radio 2 should leave the pursuit of being ‘cool’ to Radio 1 and focus on appealing to listeners over the age of 35.
Since moving to Greatest Hits Radio, Bruce has amassed a weekly audience of 3.8million listeners, proving that he clearly knows something about what people want to hear.
In a recent interview on the Beyond The Title podcast, the broadcaster stated: ‘There should always be a clear division between Radio 1 and Radio 2. It’s a state of mind, not just about the music played.’
Bruce also revealed that the station’s attempts to rebrand itself is a part of why he left. He said: ‘When you’re over 35, you’re more comfortable with yourself and don’t mind being uncool,’ he said. ‘Radio 2 thinking it’s cool is the worst thing we can do.’
A Radio 2 spokesperson told Metro.co.uk: ‘Radio 2, the UK’s most listened to radio station with 13.2m listeners each week, continues to target an audience aged 35+, a target that has remained unchanged for decades.’
‘Vernon Kay, who presents Radio 2’s weekday mid-morning show, remains the UK’s most listened to radio programme with 6.75m listeners each week,’ they added.
Bruce’s latest candid comments come on the heels of his recent refusal to play Taylor Swift songs on Greatest Hits Radio, unless she ‘stops writing about her ex-boyfriends.’
His stance has stirred controversy among Swift’s fans but aligns with his show’s focus on 70s, 80s, and 90s hits.
The radio icon’s transition from the BBC to Greatest Hits Radio has been fraught with tension.
Ken Bruce
The host said he thinks Radio 2’s attempts to be trendy have hurt their listenership (Picture: PA)
After Ken’s departure, the station saw its average weekly listeners drop by 7% from 14.5million in January to March 2023 to 13.5m in April to June 2023 – the largest quarterly fall for Radio 2 in years.
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The broadcaster left Radio 2 on March 3 2023, having presented his mid-morning programme for more than three decades and began a new show on Greatest Hits Radio in April – taking with him his popular music radio quiz PopMaster.
Veteran BBC DJ Gary Davies filled in as mid-morning host until May, when broadcaster Vernon Kay took over permanently.
Bruce was asked to leave the show earlier than originally planned, and has expressed disappointment at the lack of support from the BBC during his departure, stating he was not given a clear reason for the early exit.
As Bruce continues to thrive at his new station, his call for Radio 2 to embrace its uncool heritage resonates with many loyal listeners who have followed him to Greatest Hits Radio.
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