Capital opts for Muller; GCap puts London station into programme chief's 'safe hands'.(Radio Special)

GCap bosses are backing new Capital Radio programme director Scott Muller to deliver audience growth in the tough London market by bringing back a sense of humour to the station, both on and off air.

GCap announced Muller's appointment last week, following the sudden departure of managing director Keith Pringle and programme director Nik Goodman. Muller, who is currently programme director of DMGT's Nova 969 in Sydney, will join Capital in the summer and will be responsible for driving listener growth.

"With Scott leading the Capital team, the station is going to ramp up its growth," says GCap group programme director Dirk Anthony. "We are confident in it and we know what needs to be done. He will bring application, very clear attention to detail, focus on strategy and very strong implementation skills. He also has a great sense of humour and you will hear that come through on air."

Radio insiders believe that Muller, who was programme controller of GWR's Mix network of radio stations from 1998 to 2001, represents a safe pair of hands for Capital, which has been subject to a series of measures in the past month designed to turn round its audience decline.

"He is a known quantity, with a track record of programming and audience delivery; Nova seems to be a template for Capital, for example with the 'no more than two ads in a row' policy," says Patrick Yau, a radio analyst for Bridgewell Securities. "Muller has also worked with Steve Orchard before. Steve is in charge of executing the new strategy, so he has to have someone in whom he has confidence."

Muller's appointment comes at a difficult time for Capital. As recently as 1999, the station enjoyed a 13% audience share of the London market. However, by the third quarter of 2005, it had fallen to third place, behind Heart 106.2 and Magic, with a 5.1% share. During the same period of time, the station has had a rapid turnaround of staff, with Jeff Smith, Ric Blaxill, Keith Pringle and Nik Goodman all occupying the post of programme director.

In November, the station made a series of strategic changes, including cutting the number of ads aired during the daytime and giving DJs more control over their output. This has had some success--in February's Rajar figures, Capital recorded improved audience figures, although it continues to trail Heart.