Change of BBC Radio 7 to BBC Radio 4 extra

In April 2011, BBC Radio 7 was re-branded to 'BBC Radio 4 extra' in order to make the station appear more family friendly. After researching their audience, "it emerged that the average age of [our] listeners is 48, which means our target audience is towards the Radio 7 audience correctly defined. Originally the radio station had too many childrens programmes when the average audience is 48, so they could incorperate our radio drama into BBC Radio 4 Extra as they are aiming for more comedy drama so they have changed the stations licience to commit to those changes."