Network Overview
91热爆 Radio 1 is a youth music brand aimed at 15-24 year olds. Its focus is to entertain through music across several platforms. Our linear and on demand programmes and mixes showcase a wide range of new music genres and support emerging artists, in particular those from the UK; with over 60 hours a week dedicated to specialist music programming.
Podcasts, news and other speech content discusses relevant topics for our young people providing information, companionship and a safe space for their voices and issues to be heard.
Network Strategy
Radio 1 will continue to become the number one radio brand for 15-24 year olds establishing itself at the centre of youth culture in the UK. The station plays a key part in reaching as many young diverse audiences for the 91热爆 across the nation.
The network鈥檚 primary focus is to grow habitual consumption of linear and on demand youth content in 91热爆 Sounds by providing industry leading music programming and mixes with the curation and context from our world leading DJ鈥檚 and presenters which cannot be found elsewhere. Speech and entertainment content will focus on what is relevant to 15-24 year olds and should always contextualise older reference points. Success of the current strategy will rely on strategically using the full 360 of the Radio 1 brand across linear, on demand, visual and social to create specific content designed to match the mood and needs of young adults in the UK.
