MEDIA HEADLINER: Time and markets will tell for Capital's real turnaround guy.

95.8 Capital FM's new chief has already won over radio buyers, Alasdair Reid says.

It couldn't happen to a nicer guy, and let's hope that it doesn't, but Keith Pringle might be in one of those terribly unfair damned-if-you-do situations. If he fails to turn around 95.8 Capital FM (and, in so doing, the fortunes of the whole Capital group) it won't look good on his CV; if he succeeds, Johnny Vaughan, a man of infectious charm but arguably modest talents, will get most of the credit.

In the wider world, at least. The media industry will know better, thanks largely to the fact that Pringle (accompanied by Capital's commercial marketing director, Gavin Miller), has embarked on a getting-to-know-you tour of media agencies that began before Christmas and continues this month. Agencies have been flattered, because they rarely get a detailed dissection of programming strategy right from the horse's mouth. Pringle, who was appointed back in August, is a manager with programming in his blood - and he might just need every last drop of it.

History has already been unkind. He became the boss of Capital FM just in time to see the station lose its position as undisputed top dog in the London market. It was inevitable that Capital's status would be challenged, given the sheer fragmentation, diversity and clutter that fills London's radio airwaves, but Pringle inherited a station losing share and he now has to show he can respond.

He's pretty convincing when he insists that programming involves a lot more than personalities and star turns. On the agency tour he is explaining a number of initiatives aimed at sharpening up the presentational style of the station. And these days it is also sticking to a playlist that pleases the core audience of 25- to 34-year-olds. But no-one doubts that Vaughan, the successor to Chris Tarrant in the important breakfast slot, is Capital's main tactical weapon.

Pringle can't hide the fact he's a huge fan. 'The more we work together, the more obvious it becomes that Johnny is just such a natural successor to Chris,' he enthuses. 'Chris has this showbiz thing of always being upbeat and always looking to get the best out of people or a situation. Johnny has that same mischievousness. He's also incredibly spontaneous - you never quite know what he's going to say next.'

Vaughan is edgier than the cuddly and often bland Tarrant. At his best, Tarrant was anarchic without being dangerous and, at his worst, he can be a sentimental old fool. Vaughan takes far more pleasure in inflicting mild discomfort on guests, colleagues and audience.