Media Perspective: Less talk and more action needed from major radio groups.

What with Mexican swine fever set to sweep the world and the climate change-obsessive Prince Charles predicting the dawn of a 'new Dark Age', I tackled the Monday morning Sugar Puffs in a more than usually downbeat mood.

Not a state of mind that was likely to improve when faced with the latest set of predictions for the media industry.

This week it was again the radio sector's turn to issue fatalistic proclamations of almost Old Testament proportions. The BBC's radio chief, Tim Davie, outlined a future for radio listening where it is 'likely, not possible, that we will be managing decline'.

But hang on. A solution is on the horizon, one that could part the clouds engulfing the radio industry more effectively than that young lad hurling a stone in the ITV commercial. Because Davie and his BBC colleagues are hoping, as ITV is, for something of a rebirth in fortunes and they have joined forces with commercial radio to launch a new partnership, called The Radio Council.

The new initiative will focus on cross-sector projects designed to help radio in the digital age. These will include the development of an online radio player, a common electronic programme guide to work across all platforms and the development of digital-only content for listeners.

A staggering alliance, you might think, given the antipathy that has existed between commercial radio and the BBC in recent times. But needs must and commercial radio may view going to hell in a handcart with Davie for company as ...