Departure of most popular voice on radio is a catastrophe for Auntie

‘It’s hard to escape the conclusion that the BBC is losing on-air talent far more quickly than it can replace it’

‘Maybe this will be like ripping off a plaster at Radio 2 and allow them a clearer path towards a refresh of the station’

Reports on the death of Radio 2 may not have been exaggerated after all. Ken Bruce has quit, and announced that, from April 3, he’s joining Greatest Hits Radio instead.

Bruce has emphasised that this was entirely his decision. That’s in no doubt, because any radio station would be insane to get rid of him voluntarily. He is, by some distance, the most popular radio broadcaster in the country, with nearly nine million listeners, and at the helm of one of the most popular radio shows in Europe.

His departure is nothing short of a total catastrophe for the BBC. After 45 years of full-time broadcasting on the BBC, and 31 years of presenting his midmorning show on Radio 2, he seems to embody BBC Radio so thoroughly that he has Popmaster written into his veins. He’s warm and self-deprecating, completely at ease when speaking to listeners who’ve phoned in, and he never sounds awkward or unsure.

His exit will feel like a betrayal to many of his listeners. He becomes the latest in a steady stream of BBC stars to switch allegiances to commercial. Bruce follows Simon Mayo, his former Radio 2 colleague, directly to Greatest Hits Radio. Bauer Media, which owns Greatest Hits, will be rejoicing at its second major scalp as Paul Gambaccini also presents there on Saturdays alongside his Radio 2 Pick of the Pops gig. Greatest Hits is going to feel like a Radio 2 tribute network before long.

It’s hard to escape the conclusion that the BBC is losing on-air talent far more quickly than it can replace it. Chris Evans left the Radio 2 Breakfast Show for Virgin in 2019. Graham Norton, Vanessa Feltz and Paul O’grady have also jumped ship. Elsewhere on radio, Jane Garvey, Fi Glover, Emily Maitlis, Jon Sopel, Eddie Mair and John Humphrys have all cut the apron strings of Auntie Beeb in the past five years. If there aren’t crisis meetings going at New Broadcasting House as we speak, there should be.

Why did Bruce really decide to go? He says, in the Pr-vetted announcements, that he simply wanted a change and to try something new after so many years. Ah, yes, but that’s what they all say. We can only speculate over the reasons. It’s widely known that BBC stars are generally uncomfortable with the fact that their salaries are published annually for us to leer over, and salary transparency also allows commercial broadcasters to know exactly how much it would take to poach the people they want. The BBC can’t offer an undisclosed amount of cash to its key talent but commercial radio can. Bruce earns about £385,000 per year. Commercial radio is certain to think that he’s worth more.

There may also be cultural reasons. Radio 2 is engaged in a devoted effort to attract younger listeners. In the autumn, Scott Mills arrived from Radio 1 to take over the Steve Wright in the Afternoon slot. Bruce is 71, and although his morning shift may not have been under direct threat, he’s likely to have felt surrounded by a rising tide of change and replenishment. It’s easy to imagine him feeling the pressure to move with the times – or simply to move.

He says, in a short video interview for his new bosses at Bauer, that he hopes that his listeners will follow him across the dial to his new home.

But that may prove overly optimistic. Listeners love Bruce but don’t much like change, and while many of his listeners may not necessarily have any deeply felt loyalty to Radio 2, they don’t like adverts. Perhaps it’s more likely they’ll switch off altogether or turn to podcasts. Maybe this news will be like ripping off a plaster at Radio 2 and allow them a clearer path towards a general refresh of the station. The question is, with Radio 2’s brightest talent gone, will there be any listeners left either?