Ken Bruce has issued a plea to his former bosses at BBC Radio 2, urging them to stop trying to brand the station as 'cool' amid a significant decline in listeners. The 73-year-old broadcaster, who left the BBC last year, believes the station should focus on its core audience of over-35s rather than attempting to compete with Radio 1.
Speaking on the Beyond The Title podcast, Bruce said: '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.' He added that the modernisation drive was part of his reason for leaving the BBC, stating: 'When you’re over 35, you’re more comfortable with yourself and don’t mind being uncool. Radio 2 thinking it’s cool is the worst thing we can do.'
Since moving to Greatest Hits Radio, Bruce has attracted an average weekly audience of 3.8 million listeners. The station, which also features ex-BBC DJs like Simon Mayo, recorded 7.69 million weekly listeners from January to March this year, surpassing BBC Radio 1's audience. In contrast, Radio 2 still leads with 13.2 million listeners each week, according to a station spokesperson, who reiterated that the target audience remains 35+.
Bruce also sparked controversy by refusing to play Taylor Swift's songs, claiming they are 'all the same' and about her ex-boyfriends. He said: 'I'll play her on my station when she writes something that isn't about her ex-boyfriends.' This drew criticism from Swift's fans, with some questioning his relevance. Bruce defended his stance, noting that his show focuses on 70s, 80s, and 90s music, with only occasional current hits.
The DJ's comments come as Radio 2 continues to face scrutiny over its programming changes. Bruce's plea highlights ongoing tensions between traditional radio values and efforts to attract younger listeners.
