'I'm 55, and I’m not pretending to be younger, or groovy, or hip any more' 📻 How Ken Bruce's new station Greatest Hits Radio is battling the BBC
Nick Duerden is a writer and journalist. His books include Get Well Soon, A Life Less Lonely and The Smallest Things.Last week, in perhaps the biggest shock transfer since Cristiano Ronaldo left Manchester United for the Saudi Arabian team Al-Nassr, the legendary DJ Ken Bruce announced live on air that“Nothing stays the same forever,” the 71-year-old said in explanation. Judging by social media reaction, the entire country promptly bent as one at the waist, as if painfully winded.
Like them, and in the company of GHR’s other DJs – who are mostly male, mostly white, and mostly north of 50 – Bruce will now play an endlessly revolving selection of the biggest and best-loved hits from the 70s, 80s and 90s. Perhaps more importantly still for his legion of loyal listeners – and Bruce had an audience of nine million on Radio 2, the biggest in the UK by some margin – he will be bringing his hugely popular music quiz, PopMaster, with him.
It is, for them, a timely appointment. There has been prolonged criticism of the BBC as it continues to lose much of its top talent, either to rival stations or to podcasts. And as it struggles with both its identity and ongoing bureaucracy, rival companies like Bauer believe that they can topple it.
It’s a little after 4 o’clock at GHR’s London HQ on a cold Thursday afternoon in January, and Mayo is presiding over his daily drivetime show. He’s been here two years now, and oozes the confident, convivial manner of someone secure in their place. There is much listener interaction, people calling in to request their own highlights from yesteryear, along with competitions and in-studio banter.
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