BBC Radio 4: The Semiotics of modern intelligent content

BBC Radio 4, a British radio station, used qualitative research and semiotic analysis to identity problems with its output, which led to key changes.

BBC Radio 4 is one of the biggest radio stations in the UK with over 11 million listeners who tune in, on average, for over 11 hours every week. The station's reach and the quality of its output make it a leader in intelligent speech. Its news, current affairs and documentary output set a national agenda around what is important and help shed new light on issues in genres including history, science, politics, ethics, religion and arts.

However, the radio category as a whole is finding it challenging to bring in younger audiences. For example, 35-54 year olds spend over...

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