CLASSICAL music has long been viewed as a diversion for those at the more mature end of the age scale.

It is a sad fact that the majority of our pop-loving younger generation would rather have their arm chewed off than sit through an hour and a half of music by Beethoven or Mozart - even if they might be able to recognise the theme tune to the Hellmann's Mayonnaise advert.

However, many major organisations in the classical music world are working hard to turn the tide and make this genre of music more accessible to young people, thereby building up audience numbers for the future.

The BBC Proms, one of the world's largest classical music festivals held annually at London's Royal Albert Hall, has developed a strong reputation for programming special events and introducing new initiatives to bring classical music to a wider audience and this year is no exception.

I meet up with Doug Buist, marketing and audience development officer for the BBC Proms, to find out how the festival is attracting new concert goers.

It is a busy time of year for Doug, but I manage to catch up with him during the BBC Proms: Out + About event being held at Alexandra Palace, where schoolchildren and their families can come along to listen to a free concert given by the BBC Symphony Orchestra in a venue where people would not normally expect to see classical concerts.

The scheme is in its third year and has enjoyed huge success. Previous concerts held in Brixton, Hammersmith and Hackney have brought classical music to around 2,500 youngsters and their families, many of whom have never been to an orchestral concert before.

"We are trying to break down the perceived barriers associated with going to classical music concerts," Doug explains.

"People think you have to dress and behave in a particular way but one thing we have always stressed at the Proms is the idea that the concerts are very informal. We try not to be too reverential about it and show people that you don't have to know all about the music in order to come and listen to a concert.

"The whole idea of this festival is that it is open for everyone and we work very hard to create a relaxed atmosphere."

To endorse this, the Proms has launched the BBC Music Intro scheme, where families can buy tickets for ten specially selected concerts in the festival for just £4 each.

The initiative, sponsored by Lloyds TSB, is aimed at targeting young people and their families who are new to classical music. In addition to the concert, all ticket-holders are invited to attend an introductory workshop prior to the concert, to help them understand what they are listening to through a talk and interactive activities.

"At the Proms this year there are 74 concerts and 112 different composers and the choice can sometimes be perplexing for people," says Doug.

"So we have picked ten concerts that we think will be suitable for a mixed audience."

The ticket scheme also applies to the two Blue Peter Proms being held on July 23 and 24. Blue Peter presenters host the concerts, taking the young audience on a musical journey with performances by the BBC Philharmonic and the New London Children's Choir.

It is an ideal opportunity for parents to introduce their children to the sights and sounds of a live professional orchestra. The initiative is proving increasingly popular - demand is so high that it is the only Prom to be staged twice.

"Parents can bring their children and not worry if they are going to be fidgety or noisy," Doug says.

"People know there are going to be lots of children going in and out to the toilet and rustling about and that is fine."

In addition, families can book up for the BBC Family Prom in the Park being held on September 11 in Hyde Park and featuring the BBC Concert Orchestra.

Another scheme taking place this year is Violins!! - a learning project run by the BBC Proms that gives young musicians the chance to perform with professional players.

On July 30, young string players from Southampton, Cheltenham, Berkshire and Gateshead will have the chance to perform a piece that they have created in workshops leading up to the concert on the main stage of the Royal Albert Hall. Others will play alongside the BBC Symphony Orchestra in a special performance of Respighi's The Pines of Rome.

"This project is about taking kids who have a talent and encouraging that talent. Just because a child plays the violin, it doesn't mean they have been to a classical concert," Doug explains.

"People often think that a classical music concert will not be very exciting and it is very difficult to explain just what it is like to hear 90 musicians playing together. You really have to experience it and I believe that once you have got people through the door, they will be coming back for more."

The BBC Proms runs from July 15 to September 10. For more information visit www.bbc.co.uk/proms.