Music Radio Blog

Week One
This week, I listened to a selection of programs from Classic FM, Smooth and Absolute.

Classic is a very relaxed station. It definitely seems to be aimed at an older age range, probably 50+. It’s very slow, with long pieces of music, and relatively long, but few links. It seems to slightly favour male presenters, but I suspect this is not an intentional choice to draw in a particular audience and it more a result of unconscious choices. In many ways I think it’s an interest station, designed to appeal to people who enjoy classical music either way. I think it sells itself on it’s classical music focus, although personally I’d listen to relax, as I find the station very soothing.

In comparison, Absolute seems to be aimed at a slightly wider audience, perhaps 25-50, and focuses on classic and light rock. The presenters are a relatively even mix between female and male presenters. The presentation seems to go off air more often than I expected, which suggests that they don’t expect to be listened to much outside of prime hours. This reinforces the idea of a station designed for people who have work, as prime hours are when they’re listening and want to connect with a presenter, rather than listen to straight music.

Smooth is somewhat similar to Classic, with a focus on easy listening. I think it’s designed to be listened to over the course of an entire day, perhaps by drivers or the retired. It has something of a slow feeling, not in it’s music, but that it’s not in a rush and doesn’t particularly need to keep it’s audience full of energy. I suspect it’s focused more on the elderly for this reason, probably the 55+ demographic. I think it’s not particularly something I’d enjoy actively listening to, but would be nice to have on as ‘background noise’ throughout the day.

University of Westminster
309 Regent Street, London W1B 2UW
General enquiries: +44 (0)20 7911 5000
Course enquiries: +44 (0)20 7915 5511
Accessibility | Cookies | Terms of use and privacy