Ex-Classic FM chief who slated BBC Radio 3 named as its new controller
Sam Jackson is hired after once accusing the station of ‘aping’ his former employer’s output to attract younger audiences
BBC Radio 3 had previously been accused of being out of tune with its listeners. But one of its sternest critics has been appointed to lead the station in a move which may bring it back into harmony with its core audience.
Sam Jackson, the former Classic FM managing editor who once derided the corporation for “aping” his accessible classical output in an attempt to attract younger listeners, has now been named as controller for Radio 3.
Insiders have suggested that his clear understanding of the station’s remit will be “pleasing for more traditional listeners” who have baulked at a perceived recent trend of “dumbing down”.
It has been suggested that Jackson will aim to reinvigorate the BBC’s home of jazz and classical music, which recently suffered a slump in audience numbers, while not “betraying the purpose of the station”.
A one-time rival while working at Classic FM, Jackson will take over from Alan Davey, whose tenure was criticised for programming pitched at a young audience, which the BBC as a whole has been keen to attract.
This included Tearjerker, a series presented by R&B artist Jorja Smith, and which featured tracks from the likes of Justin Bieber, the pop star, and Kanye West, the rapper.
The station, with an audience primarily aged 65 and over, also drew criticism for lurching towards a younger cohort by recruiting singer Celeste to present Downtime Symphony, a series promising listeners “chilled” music that would “reset your mind”.
Jackson criticised the apparent intention of Radio 3 to become more like Classic FM, which had successfully attracted younger listeners under his leadership, saying that Davey was “aping” his former employer’s more accessible programming.
He argued that Radio 3 should not try to “duplicate” its rival in this way, but put “clear blue water” between the two stations.
It is understood that while Jackson, at just 39, is the youngest ever controller of both BBC Radio 3 and the BBC Proms output, he will aim to maintain the distance between UK’s main two classical stations, and seek to avoid the pitfalls of promoting shows geared towards younger audiences.
Following his appointment, he said: “BBC Radio 3 is unlike any other station: a network delivering ambitious, unique content, with live classical music at its core.
“This ambition, quality and diversity must stay at the heart of everything Radio 3 and the BBC Proms deliver. I’m thrilled to be tasked with driving both Radio 3 and the Proms forward, with the help of brilliant people across the BBC and the wider music sector.”
Insiders heaped praise on Jackson, saying that “music runs through him like a stick of rock” and that his rise in the world of music broadcasting at Classic FM, Smooth Radio and Gold Radio had been “meteoric”.
During his time at Classic FM, he oversaw the station’s entire output, including live concerts, while successful hires such as Aled Jones were made under his leadership.
It had been suggested that Jackson could be a “shot in the arm” for classical music radio which had suffered a decline in listeners, according to Rajar audience figures for 2022.
BBC Radio 3’s audience reach fell from 2.1 million average weekly listeners to 1.7 million in the space of a year, from Oct 2021 to Oct 2022 – a 21 per cent drop.
Lorna Clarke, the BBC’s director of music, said she was “delighted that Sam will be joining us as controller of Radio 3”, adding: “Sam’s track record in broadcasting, love of classical music and inspirational leadership will be crucial to the BBC’s ongoing commitment to bring great music to everyone.”