BBC Asian Network: How cultural immersion inspired the sound of a new generation

BBC Asian Network, a UK digital radio station, successfully increased its audience by re-positioning itself as a true representative of its evolving community.

Summary

'Do we need a target audience any more?' The APG is posing just that question at its April event, this paper is a rebuke to anyone who thinks the answer is 'no': charting as it does the successful reinvention of a service based entirely on a genuinely insightful and thrillingly crisp re-definition of its young Asian audience. An audience that are generally misunderstood and poorly served by the advertising industry, even as we nail our diversity colours to the mast.

Asian Network is a small but culturally important BBC Radio Station: but it was failing to...

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