The BBC Asian Network, the Search for Younger Digital Listeners

Book chapter


Aujla-Sidhu, G. 2018. The BBC Asian Network, the Search for Younger Digital Listeners . in: Yu, S. and Matsaganis, D. (ed.) Ethnic Media in the Digital Age New York Routledge. pp. 173-182
AuthorsAujla-Sidhu, G.
EditorsYu, S. and Matsaganis, D.
Abstract

This chapter examines a British Broadcasting Corporation (BBC) digital radio service that specifically caters to the U.K.'s British Asian population, the BBC Asian Network. In Britain, the term “British Asian” refers to people who have descended from countries such as India, Bangladesh, Pakistan, and Sri Lanka, who are estimated to be approximately 4 million and form the largest minority group in Britain across generations. The chapter chapter examines how social media are utilized to engage a young minority ethnic audience and argues that the BBC ought to revaluate and negotiate their identity with British Asians in order to increase engagement with the station. It argues that there is a disconnect between the staff and the core working-class audience. A number of the BBC interviewees explained during the interviews that within the BBC itself, the BBC Asian Network is considered to be ahead in terms of social media usage. However, the staff did acknowledge that there are some problems.

KeywordsBBC; British Asian; Radio; Social media; Ethnic minority media
Page range173-182
Year2018
Book titleEthnic Media in the Digital Age
PublisherRoutledge
Place of publicationNew York
Edition1st
SeriesRoutledge Research Series in Cultural and Media Studies
ISBN978113848648
Web address (URL)https://www.taylorfrancis.com/chapters/edit/10.4324/9781351045315-15/bbc-asian-network-gurvinder-aujla-sidhu
File
File Access Level
Open
Output statusPublished
Publication dates
Online10 Dec 2018
Publication process dates
Deposited22 Jul 2022
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https://repository.derby.ac.uk/item/97xq0/the-bbc-asian-network-the-search-for-younger-digital-listeners

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