Industry divided over Davie's top job

The BBC's appointment of Tim Davie as its new director of audio and music is a statement of the corporation's desire to take a more commercial approach to radio, said industry figures.

The consensus among delegates at the Radio Festival in Glasgow was that Davie was a surprising choice to succeed Jenny Abramsky and there was concern about his lack of programming background.

United Radio Consultants chief executive Mark Briggs acknowledged this, but said Davie's -commercial background would take the BBC to the next level.

He said: "Davie played an important part in the Pepsi Chart when he worked at Pepsi Co, plus he already has experience at the BBC. He also sits on the Freesat board, which is a combination of the BBC and the biggest commercial broadcasters."

Moz Dee, former Radio 5 Live managing editor and Talk Sport programme director, described Davie as a dynamic leader.

"Following Jenny Abramsky is a tough act and there will be some initial scepticism but he's a leader and will build a strong team around him."

Gaydar Radio programme controller Robin Crowley said the job should have gone to someone with a strong editorial background, because it "sits at the heart of the BBC's PSB remit". "Davie's background means he will chase audiences, not excellence," he said.

However, Grant Goddard, analyst at Enders Analysis, said: "I think it's good he doesn't come from the radio industry. Sometimes people in the industry are blinkered, whereas coming from outside he can see the bigger picture."

Davie became director of the BBC's marketing, communications and audiences division in April 2005, having previously worked for PepsiCo Europe.