Having fended off (for now) the challenge of Apple’s Beats 1 radio station, the BBC’s Radio 1 is now focusing on what its controller Ben Cooper describes as a ‘phone-first’ strategy for making original audio content.
“We have 25 hours of programming that is made for your phone. The reason for this is I believe going forward Radio 1 should have curated on-demand programming on a par with live on-air programming,” Cooper told the Guardian.
“I want the production team thinking just as much about the on-demand, phone-first programming as they are about the live radio programme.”
Cooper said that Radio 1 is taking its cues from Netflix’s massive investment in its original TV shows. “You are going to choose the one that looks the best and has the biggest stars and money invested in it. I think the same is happening with audio,” said Cooper.
“Spotify and Apple are trying to take our crown of being the place to discover new music. I have to keep one step ahead of the game. As a radio station we have to think phone first.”
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