Only 'Special' People Need Apply...

"It takes a special kind of person to consistently rise early and give the public the level of entertainment they expect each morning. Denise requested the opportunity to break her contract immediately and we obliged."

I quote from GCap’s statement on the departure of Capital Breakfast co-host Denise Van Outen.

So… no love lost there then? I thought the implication that Denise hasn’t got what it takes to get up in the morning and therefore isn’t very “special” was a little harsh, but hey… she started it by asking to leave!

But what next for once impregnable Breakfast Show for Capital Radio, London?

In my view, the show sounded much better with a strong female co-host. Johnny was less dominant and ‘the girls’ had someone to take their side / reflect their views. Lisa Snowdon who’s morphed from being “guest co host” to just featuring as “Capital Breakfast with Johnny Vaughan and Lisa Snowdon” started off a little static, but has warmed up as she’s got more ‘flying time’ under her belt.

Will she be the obvious choice as replacement? Will they get another co-host at all? And how will the audience react to another change to the station? Trying not to fiddle with your morning show too much is one of the cardinal rules, so I anticipate a little bit of churn as a result of her departure and the arrival of someone new. And accepting the job of co-host to Johnny is a little bit of a poison chalice really. Becky Jago… Zoe Hanson… and now Denise Van Outen have all ‘left the building’. Maybe they should go for Neil Fox next??

We shall see in due course what the Plan B was, however it had been rumoured for some time that keeping Denise at Capital was going to be tricky come the end of her contract. Looks like we didn’t have top wait that long!

It’s worth noting that Denise’s agents refute the allegation also included in the GCap statement that the early starts were impacting on Denise’s health, and are apparently seeking legal advice! Just wanted to make that clear!!! Denise is fit and well everyone. Although ITV1's “Who Dares Sings” is enough to put anyone in a coma…

Star Signing

Hardly a week goes past at the moment without something exciting happening at London's Capital 95.8... and this week is no exception.

"Come on down... Denise Van Outen", new co-host with Johnny Vaughan. Either a shrewd move to re-create some of the on air chemistry that existed on Channel 4's "The Big Breakfast"... or a signing that will only have an impact on the budget and not the audience?

Cast your mind back to 1997. The Spice Girls were in the charts and on tour (1st time around), Bill Clinton was President of the USA, Tony Blair had just been elected as Prime Minister, and we all thought that Hanson were the next big thing in music. Mmm Bop indeed!

Well that was the time that Johnny and Denise were on The Big Breakfast together. Seems like a while ago now! Many people just won't have seen the show with them on it, and if you were 25 in 1997, you'll be around 35 now... and possibly more into the dulcet tones of Jamie and Harriet on Heart or even Foxy on Magic. (Wogan only really kicks in when you're over 40!)

Having said that, Denise is having a bit of revival at present. She performed well as a judge on the BBC TV's 'Any Dream Will Do' show, and she's a down to earth, homegrown, cheeky Essex girl made good. If anyone can be 'the strong female' up against Johnny, it was either going to be Liza Tarbuck or Denise Van Outen.

What this signing shows is that 'star power' is alive and well. Radio stations are still prepared to get out their cheque book and hand over the cash in exchange for the media equity a star can bring to the show. (My guess is that Denise would be on a 2 year deal starting at at least £750,000 for year 1)

When looking for a new breakfast show, stations often ask should they go for an established star or develop their own? Well, if you can afford it, and the right star is available that matches your brand perfectly... go for it. Stars bring a lot of heritage (good and bad), instant familiarity and certainly drive listener trial.

Capital may just have played a trump card in the London Breakfast Show war. And for those of who can't wait for for the magic...