In response to the point that a majority of Breakfast listeners prefer the current format of old warhorses and bleeding chunks, let's be clear that there is a distinction to be drawn between current listeners (and they would have to be very perverse indeed to listen to a programme they disliked!) and potential listeners.
Given the reach of Radio 3 is what, 2 million?, and Breakfast draws maybe 30% of that share, there are a good 70% of regular R3 listeners who give the programme a wide berth. The only way of proving which is preferable is to give something approaching the old Morning on Three a good run for its money (ie one quarter at least) and then seeing which brings in the higher audience.
Given the reach of Radio 3 is what, 2 million?, and Breakfast draws maybe 30% of that share, there are a good 70% of regular R3 listeners who give the programme a wide berth. The only way of proving which is preferable is to give something approaching the old Morning on Three a good run for its money (ie one quarter at least) and then seeing which brings in the higher audience.
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