I'm shocked that the NHS had the audacity to complain."The MRSA programme was made "within BBC guidelines", says Murphy. Murphy, who has a blue fish tank for a desk, beneath a large neon sign for something called "Adam and Joe's Bar", has laid down a challenge to get the word blancmange into this article So there it is, in the first sentence. Mischievous, whimsical and a little irreverent, Murphy embodies some of the values of the digital channel, the identity of which he has been carefully nurturing since its inception in 2003. Add into that mix - for both channel and controller - such qualities as an authentic regional voice (Murphy is from Leeds and, by the standards of most BBC senior executives, of fairly humble origins) and a social conscience. BBC3 was named digital channel of the year at the Edinburgh International Television Festival in August but now it looks like Murphy might be off.Suggestions that he was being "wooed" by the major independent production company and maker of Wife Swap, RDF, were officially dismissed as the kind of "rumour" that successful controllers inevitably attract. In fact, Murphy has been talking to a number of companies in the indy sector and his departure is anticipated, though it is not imminent.

"There's a strong likelihood of him moving," says a source.The controller himself goes only so far as to say he is "100 per cent not" going for the BBC head of entertainment job, with which he has been linked and for which interviews took place last week. His commitment, in the short term at least, is to BBC3, and having established the channel as a recognised home of alternative comedy, he wants it to become more respected for its serious side.Murphy reveals he has rattled the cages of British health chiefs by deploying teams of victims of the MRSA virus, disguised as contract cleaners, to sneak into hospitals in order to expose the filthiness on the wards. I can go on air and talk about anything and people don't know whether I'm wearing a headscarf or what colour I am."The Community FM radio conference is in Manchester on 21 and 22 October. A plastic replica of the big pink blob that serves as the "ident" of BBC3 sits in the corner of controller Stuart Murphy's office like a giant blancmange. "Whenever you see women in hijab on the news, it's because of some tragedy in a Muslim country. We don't see Muslim women in headscarves on EastEnders or The Bill.

I think we should."Faiza, whose show has inspired ALL FM to apply for funding to set up Muslim discussion groups, agrees "It's about challenging stereotypes. "Sometimes it's an uphill battle, especially when there is so much bad news out there, but you just want to show that we're all human at the end of the day. Muslims at the moment seem to be in some sub-weird category of humans."The feedback she has received from the public at large has been good and the Muslim community has also been supportive, although she believes they "tend to be mistrustful of the press in general".But for attitudes to change, Baig believes the mainstream UK media must stop ghettoising the hijab. The point is that although I'm Muslim and can write about Muslim issues, I'm also a woman and a single parent and a daughter, and a lot of people can relate to that."She writes on a wide range of issues for The Sun, from her religion to what to watch on television. A man and a woman are canoodling on a bench in Paris when suddenly a real-life actress planted in the cinema audience stands up and shouts at the screen in horror. "Colin!" says the man's supposed wife, when she discovers just what sort of business trip her husband is on. A small, dedicated client-agency team came up with the idea of giving away free flights around the world for a day.