‘Jade Goody’ effect may save BBC Radio 6 Music

6 Music has received unprecedented publicity over the past few days when the news that it may close broke

In a round-a-bout way the threat that the BBC may shut down 6 Music could be the best thing to happen to the niche radio station.

The threat of the axe has provided an enormous amount of publicity for 6 Music. Suddenly everyone is talking about 6 Music. Our televisions, papers, magazines, social networking sites, forums, news websites and blogs, have been taken over by news and opinion about 6 Music.

The same thing happened when Jade Goody received the news she has cancer last year, she received far more publicity and coverage in the media when she was on her way out, and the same is now true for 6 Music.

Although the mainstream media broke the story about the possible closure of 6 Music, new media has taken the story over. The station seems to have a vocal core of supporters who are behind the online campaign to save it.

For a station with such a small audience the coverage has been nothing short of extraordinary. The loss of another digital BBC station, Asian Network, seems to have been drowned out by the mainstream because of this digital campaign to save 6 Music.

BBC Radio 6 Music has become a major trending topic on Twitter

However it is only natural that a digital campaign is behind the plan to save the digital station. Various campaigns have been set up on Facebook and a trending topic has been launched on Twitter. The publicity and online activity for 6 Music is great news for the station as its brand is being talked about on websites where you will find a chunk of its core demographic.

The hype around the station has been helped by a string of celebrities who have popped up to defend the station. Phil Jupitus, Lauren Laverne and Lily Allen have all had their say as to why the station should not be closed.

The celeb endorsement not only gives a chance for the mainstream media to keep the story alive and keep promoting the brand, but the endorsement is also picked up by their followers on social media.

And as people’s behaviour is hugely influenced by celebrities, 6 Music should be seeing a spike in listeners tuning in.

The closure is just about the most positive news that 6 Music could hope for as it attempts to increase on its 620,000 weekly listeners and maybe justify its existence.

The rabid defence of the network and the coverage in the media and on social media has so far been sensational PR for BBC 6 Music. And with this publicity it may make people think again about the station – not only the listening public but also BBC bosses.