map�s radio station Magic is to set to shed its �more music less talk� image by hiring celebrities to host its weekend shows. The London station is undergoing a makeover, with Emap pumping money into its marketing, programming and commercial operations, in a bid to become the biggest station in the capital. Magic has built its audience on the back of its soft, melodious tunes and less of talk from presenters, becoming London�s second most listened-to station - behind Capital and above Chrysalis� Heart.

But the new Magic managing director, Andria Vidler, believes the station now needs to create a buzz about itself and hopes that hiring big talent will provide "talkability". However, she is adamant that talent will not be hired for the sake of celebrity-value alone, and that shows will continue to be music driven.... more