BBC appoints Pepsi salesman Tim Davie to run radio

BBC boss Mark Thompson has appointed an ex-Pepsi salesman, Tim Davie, as Director of BBC Audio & Music.

Tim Davie

Davie is currently director of the BBC's Marketing, Communications and Audiences division and takes over from Jenny Abramsky, who is leaving the BBC.

Davie will be responsioble for BBC Radios 1, 2, 3, 4, 5Live and the BBC digital radio stations 1Xtra, 6 Music, BBC 7, 5 Live Sports Extra and the Asian Network.

Ominously Davie used the Birtian term "distinctive" in his first statement following his appointment. John Birt, a previous BBC director-general used the term frequently as he took BBC television decisively down-market, a trend which has been following by his two successors.

Davie said: "As a passionate advocate of radio, I am excited by the challenge of continuing to deliver not only distinctive BBC services but also to support the growth of the medium as a whole across traditional and digital platforms."

Birt and his successors have been less effective in driving BBC radio downmarket but this new appointment does look as if BBC radio could now follow the trend set by television.

Another consumer products salesman, Andy Duncan, who made his name selling margarine, took over as CEO of Channel 4 in 2004. He has taken the channel downmarket, its audience share is now 7.3%, down from 10.1% four years ago and it is not making money. Davy took Duncan's BBC job when he left for Channel 4.

Let's hope Davie is not such a disaster for the BBC as Duncan is for Channel 4.