DJ Chris Moyles has taken over BBC Radio 1's prestigious breakfast radio show - following radio stars from Noel Edmonds to Chris Evans in the station's most important slot.
Chris Moyles has swapped shows with Sara Cox
After proclaiming himself the "saviour" of Radio 1 since he joined in 1997, Chris Moyles now has the chance to prove it.
For every radio station, the breakfast slot is the biggest show of the day - if people like it, they will tune in on their way to work or school and not touch the dial for the rest of the day.
If they do not, the decline has a big effect on the station's fortunes.
Moyles takes over the Radio 1 driving seat from Sara Cox at a time when the station's weekly audience has dropped below 10 million for the first time
That compares with 20 million in the 1970s when Noel Edmonds and Tony Blackburn ruled the morning airwaves.
Moyles hopes to boost the figures but said it would take a year for his audience to settle down.
"Realistically, I don't know what the figures are going to do - we want them to go up but it's going to take time," he told BBC News Online.
But it is more important to bring excitement to the 7am - 10am slot and be talked about in playgrounds and around water coolers, he said.
"If you have people talking about it, enjoying it, then the figures should follow from there," he said.
Monday's first day went well, he said, and "it will probably be a little bit slicker for the first few weeks until we get back to our old lazy habits again".
But the show's format will not be much different from his old afternoon slot, with the same irreverent laddish humour, rants and features like the "tedious link".
"We've got the gig now, we've just got to get it rolling and make it a bloody good show, and I'm very confident that we can do it."
A Radio 1 spokesman said the tone of the morning show would be "slightly different" from the afternoon slot - but Moyles has been given a free rein on the understanding that he stays within the boundaries of taste.
"Chris has said the reason he got the job was because of what he's done in the afternoons, so it would be a bit mad to suddenly massively change it," the spokesman said.
"He's just gone in there to do the best show that he can possibly do. He knows the boundaries - but not boundaries that would really stop the show being good."
And station bosses had "definitely not" imposed ratings targets for Moyles to meet, he said.
Moyles' appointment came as a surprise to some who disliked his brash style. His ability to annoy was illustrated when he was voted the UK's most irritating DJ in October 2002.
But he has also been voted the UK's top DJ by Sun newspaper readers and won a prestigious industry prize, a Sony award.
Tim Burrowes, editor of industry magazine Media Week, said Moyles had "a horrible job" because he would never be able to take Radio 1 back to the dominance it once enjoyed.
"There are more and more radio stations so there's no way they can ever return to the glories of 10 years ago when one station dominated everything and everybody listened," he said.
But it is sometimes better to create a buzz than win the ratings battle, and Moyles is likely to throw up some controversial talking-points, he said.
"He may alienate people but he's also got his fans as well, so it's probably far better to have somebody who's distinctive and stands for something than somebody who doesn't offend."