July 8th 2024.
Popular DJ Ken Bruce recently opened up about his thoughts on the declining listenership of Radio 2. After his departure from the station last year, there has been a significant drop in the number of people tuning in, with over a million listeners no longer tuning in. Bruce believes that the station's attempt to be seen as a "cool" station has contributed to this decline.
At 73 years old, Bruce stated in a recent interview that the BBC should reconsider their strategy and focus on appealing to listeners over the age of 35, rather than trying to modernize and follow trends. He emphasized the importance of Radio 2 staying true to its timelessness and leaving the pursuit of being "cool" to Radio 1.
Since moving to Greatest Hits Radio, Bruce has gained a weekly audience of 3.8 million listeners, proving that he has a good understanding of what people want to hear. In a recent interview on the Beyond The Title podcast, he stated, "There should always be a clear division between Radio 1 and Radio 2. It's a state of mind, not just about the music played."
Bruce is a well-respected radio host in the UK and his departure from Radio 2 was met with disappointment from his fans. He also revealed that the station's attempts to rebrand itself were a factor in his decision to leave. "When you're over 35, you're more comfortable with yourself and don't mind being uncool," he said. "Radio 2 thinking it's cool is the worst thing we can do."
In a recent controversy, Bruce made headlines after refusing to play Taylor Swift songs on Greatest Hits Radio unless she stops writing about her ex-boyfriends. While this may have stirred up some controversy among Swift's fans, it aligns with Bruce's show's focus on hits from the 70s, 80s, and 90s.
Bruce's move from the BBC to Greatest Hits Radio was not without tension. Since his departure, Radio 2 has seen a 7% decrease in their average weekly listenership, which was the largest quarterly fall in years. Despite this, Bruce's new show on Greatest Hits Radio has been thriving, and his loyal listeners have followed him to the new station.
As Bruce continues to thrive at his new station, his call for Radio 2 to embrace its uncool heritage has resonated with many loyal listeners. It seems that Bruce's departure from the station was a loss for both him and his fans, as he was asked to leave earlier than planned and has expressed disappointment at the lack of support from the BBC during his departure.
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