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

Clare Hutchinson

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...

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