James Cridland, head of new media at Virgin Radio, is leaving after six years to work for the BBC, as Head of Future Media & Technology, Audio & Music. "It’s a massive change for me, and a thrill to work with such a great team," he wrote on his blog today. Cridland has spearheaded Virgin's new media strategy and in many respects has enabled the radio station to use new media to punch above its weight, including overtaking Capital Radio's early lead on the web in the late 90s. The move presages another big change tbites is aware of, where a BBC big-hitter is about to switch to a rival broadcaster. Watch this space.