According to a leading talent agency radio is the new TV when its comes to million pound deals for presenters. Alex Armitage of the Noel Gay Agency, who represents Sir David Frost and leading radio hosts Jeremy Vine, Sarah Montague, Julian Worricker and Danny Baker, yesterday said very few TV personalities can command the wages of the top radio stars.
"Very, very few people in TV will earn as much as Chris Tarrant, Terry Wogan or Steve Wright do on the radio,” he said. "Television is more glamorous because you've got to wear makeup but radio is no longer the thing you do if you can't get on TV. There are a number of people working in radio who have no wish to get on TV at all."
"There are more and more radio stations, so the good presenters - people who can really hold a show together - are in demand," he said, explaining the growth in salaries for radio stars.