The BBC has launched a new iPlayer channel dedicated to Radio 1 content.
Up to this point, Radio 1 has channelled its video efforts through YouTube videos of its broadcasts, and with some 1.6 billion subscribers, it can be labelled a success.
Now, a new Radio 1 iPlayer channel should cement the pop station's place on young people's tablets. The launch programmes include live long sessions from the likes of Taylor Swift and Royal Blood, as well as new talent making their radio debuts.
"What you'll find on iPlayer will focus on Radio 1 live events, our family of brilliant presenters, and, of course, the lives of our young audience," says Radio 1 controller Ben Cooper.
This move follows a recent Ofcom report that found that one in three children in the UK owns their own tablet. That compares to just one in seven who have a radio in their room.
The number of kids with access to traditional radio equipment has dropped dramatically over the past five years, from 43 percent in 2009 to just 14 percent now.
Clearly a shift in focus from the radio station that sees itself as the voice of Britain's youth was needed. As Cooper notes in a recent BBC blog post, "if we want to remain relevant to young audiences, we need to have a presence on their screens."
Radio 1 on BBC iPlayer is available now on any device through which you can access the iPlayer service.