Secondary Research (Subcity)

I've done some audience research on youtube and the internet, as this is where our target audince spends most of their time. and to found out wether there is actually a market for this genre of music?

We would like to play dance music, but more specifically dubstep and drum and bass. The results of my research were promising. UKFdubstep and UKFdrumandbass are the leading promote of the dubstep and drum and bass on youtube at the moment.  On youtube you can find out whether people like or dislike certain tracks, it allows them to comment their opinions and  shows the popularity of a track with viewing figure for a individual tracks.  This can be used as a great resource for our playlist selection, giving us ways to improve our station to suit the target audience.  

Ukfdubstep: 2,145,044 channel viewers and 41,538,970 total upload views and 105,395 Subscribers.

UKFDrumandbass: 1,240,486 channel views, 25,448,452 total upload views and 73,469 Subscriber.

This results from the site show there is a massive audience for this genre of music and people are egger to hear more as shown by the amount of subscribe devoted to the channel, this evidence give us more incentive to produce this style of radio station.

I’m comparing our station to radio 1xtra; as it is most similar to our station because of it's similar format, style, playlist and most importantly target audience on air at the moment in the mainstream radio broadcasting network.

Here are some listing figure I found from the bbc.com/radio/siteusage site, it dose some positive figure although bbc radio 1 figure dominate, the radio 1 xtra figure. We have to take in to consideration that radio one is analogue channel and 1xtra is exclusive to DLB radios and internet, because of this it heavily decrease its reach. Also we have to be realistic we are targeting a niche demographic, but at the same time are trying to expand that market into the mainstream. This is a step that the BBC have already taking implemented by combining radio 1xtra with radio 1. Radio 1 is taken over by 1xtra at a night time, on a Thrusday, Firday and Saturdays which is what most young adult would consider ‘party night’.

Here is evidence of this as show below is the Saturday night schedule from the radio 1 from 7 Pm onwards is just 1xtra presenter and shows.

http://www.bbc.co.uk/radio1/programmes/schedules/england/2010/10/09