 In 2002, he oversaw the launch of BBC Radio 1Xtra, a digital radio service for fans of new black music.Subsequently, Parfitt was instrumental in changes to the Radio 1 daytime output including the appointment of Chris Moyles as the Radio 1 Breakfast Show host in January 2004, as well as the 2006 reshuffle which saw Colin Murray move to 10pm.This saw a sustained improvement in RAJAR ratings with the station reaching the ten million mark in listenership.