Fine tuning for BBC7

In one of the more inspired marketing decisions of recent years, the BBC launched its digital radio station BBC7 without the word "radio" in its title. It appears not have done the spoken word station too much harm, though, as it is the BBC's most popular digital network. But in something of an about turn, the station is about to become - you guessed it - BBC Radio 7. "BBC7 was originally chosen to emphasise that the station was available on several platforms," explains the station's head of programmes, Mary Kalemkerian. "However, BBC7 is sometimes perceived as a television channel, following on from the launches of BBC3 and BBC4." And being associated with BBC3 is of course the last thing anyone wants. "As many regular listeners already refer to the station as Radio 7, it seemed the right decision to incorporate the magic word 'radio'." Quite right. And also possibly the first manifestation of the reign of former marketing man Tim Davie as the BBC's new director of audio and music. He hasn't got "radio" in his title either.