Statements of Programme Policy
Radio 1Xtra Programme Policy 2010/2011
Service remit
The remit of Radio 1Xtra is to play the best in contemporary black music with a strong emphasis on live music and supporting new UK artists. The schedule should also offer a bespoke news service, regular discussion programmes and specially commissioned documentaries relevant to the young target audience (15-24 year olds), particularly – although not exclusively – those from ethnic minorities.
Controller's vision for the service in 2010/2011
Radio 1Xtra was set up to provide a service targeted at young fans of black music and quickly established a reputation as a gritty and credible station, steadily building a fan base of loyal listeners. As the UK's cities become relatively younger and home to a more ethnically diverse audience, I believe Radio 1Xtra is in a perfect position to complement Radio 1 and that, together, they can be a leading voice for young UK culture and help the BBC connect with the next generation of licence fee payers.
Radio 1Xtra's digital-only distribution does pose challenges to its growth and awareness remains low. However, it possesses significant potential to grow and I will be looking for the network to increase its reach over the next few years, improving its overall value as a result. Key to this will be developing new and ambitious creative ideas which have the potential for making a real impact.
The network's live events programme is a prime example of the way forward. A few years ago it was focused mainly on smaller-scale club nights and DJ sets, but, by utilising the expertise of Radio 1's live events team, 1Xtra Live in Sheffield last year took place in front of an audience of 12,000 listeners. In return, Radio 1 can gain from Radio 1Xtra's unique connection with audiences in multicultural urban areas, and so I will be looking for ways in which the two networks can collaborate more closely to share skills and knowledge where relevant.
Andy Parfitt, Controller, BBC Radio 1Xtra
Key challenges for Radio 1Xtra in 2010/2011
Challenge: We need to grow reach and awareness to Radio 1Xtra, while ensuring that its reputation as a ground-breaking station for new, black music in the UK remains as strong as it is today. Having simplified the schedule we will now invest in a number of creative initiatives aimed at making Radio 1Xtra more visible.
- We will rebrand the station BBC Radio 1Xtra (previously BBC 1Xtra), aiming to ensure that our association with the UK's best known station, Radio 1, is clear to potential new listeners.
- Radio 1Xtra will make a conscious effort to get out and meet its audience in 2010, with a series of ambitious events planned which will take the network's programmes on the road to a number of UK cities.
- We will aim to repeat the success of 1Xtra Live in Sheffield with a similar scale event this year. In addition, we hope to develop a smaller HomeGrown version of the show, focusing purely on UK talent.
- The Radio 1Xtra/Radio 1 simulcast zone on a Saturday night will be used to showcase the best of Radio 1Xtra's specialist shows through a series of special genre-specific takeover nights during the course of the year.
- Many of the UK acts who enjoyed mainstream chart success in 2009 were championed by Radio 1Xtra from a very early stage in their careers. The network cannot rest on its laurels, however, and will endeavour to help discover and develop the next generation of UK talent.
Challenge: We need to increase the impact of our news and social action content.
- Following the BBC Trust's review of Services for Younger Audiences, Radio 1Xtra's news coverage was revamped in August 2009 and two new 15-minute bulletins, similar in style to Radio 1's Newsbeat, were introduced each weekday. These will be supplemented during 2010 with a number of news specials which will address areas of specific interest to the audience.
- We will broadcast a wide range of documentaries, based around both topical issues and cultural themes. They include Designing For Obsolescence, which will see Trevor Nelson investigating today's consumer technology cycle.
- We will look to deliver a project similar in character to the U Takeover project, which saw a number of young adults undergo a training programme before they created, produced and presented a day's programming on Radio 1Xtra in September 2009.
- Working closely with Radio 1, a series of campaigns will run during the year, focusing the network on a number of key issues. A volunteering initiative, originally planned for 2009, will be broadcast in April and we are also currently devising campaigns which will look at travel and at relationships.
Other programming highlights
- Radio 1Xtra's online service is highly valued by users, but again has potential for growth. We will continue to maintain an in-depth focus on the key music genres, but also invest in the visualisation of key programme moments, live music sessions and major events, for example via the use of web streams, which enhanced the coverage of 2009's 1Xtra Live and allowed unique access to audiences unable to attend the concert itself.
- Coverage of the most important international music events will feature across our specialist output – the MAMAs, BET Awards, Reggae Sumfest and Sting were among the festivals covered in 2009, for example.
- The art of mixing will be celebrated in a series of shows led by Rampage, Radio 1Xtra's mid-morning show presenters.
- Our coverage of gaming will continue and we will look to mark this key aspect of our audience's social lives with a special week of programmes in the autumn.
Conditions: BBC purposes and Radio 1Xtra commitments
Unless otherwise stated, all commitments are minimum hours or percentages and include originations, repeats and acquisitions.
Stimulating creativity and cultural excellence
- 60% of music in daytime is new (either unreleased or less than one month since release – physical release, not download release). (Daytime is defined as 06.00-19.00 Monday-Friday and 08.00-14.00 Saturday-Sunday.)
- 35% of music in daytime from the UK.
- 50 live music events.
- Contribute to BBC Radio's commitment to commission at least 10% of eligible hours of output from independent producers.
Sustaining citizenship and civil society
- c.20% of speech-based output each week (with flexibility for holiday periods and occasional special schedule changes).
- Broadcast at least 1 hour of news during daytime each weekday, including two extended bulletins (with flexibility for holiday periods and occasional special schedule changes).
