In last month's Rajars, Magic 105.4 consolidated recent strong performances by becoming London's second most-listened-to radio station. It now plans to build on this with a new 30-second execution, entitled "lyrics", which emphasises the station's "more music, less talk" positioning. The spot moves through an animated cityscape, which is illustrated by well-known lyrics from popular modern songs. This is set against a soundtrack which fuses typical Magic tracks from middle-of-the-road artists including Daniel Beddingfield and 10CC. The campaign coincides with the launch of three new shows: 'Indulgence', in which non-musical celebrities choose their favourite tunes; 'My Magic Music', in which singers and songwriters reveal their influences; and Eamonn Holmes on Sunday afternoon.