BBC Radio 1Xtra: Black is not the cause, it's the result

This case study demonstrates how BBC 1Xtra, a digital radio station for 15-24-year olds, particularly from ethnic minorities, has found an audience-led strategy to maximise the potential of existing assets on air, online and with ongoing outreach.

BBC 1Xtra: Black is not the cause, it's the result

Patrick CollinsBBC, Firefish and The Pineapple Lounge

Summary

BBC 1Xtra is a digital radio station aimed at 15-24 year olds, especially BAME. In its 12th year, the diverse team at 1Xtra (programming, marketing, digital, outreach and presenters) needed direction and inspiration to grow the audience further.

Previous qualitative research had disappointed and not got under the skin colour of the audience – recruitment floundered, conversations stalled and answers were elusive, so this piece necessitated a true agency-client partnership to knit together and build trust from participant to management.

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