Media: Double Standards - 'Black Sabbath taught me how loud music can be'

Two rock radio station executives discuss on-air drunkenness, the best gig they have been to and their all-time favourite rock heroes.

TREVOR WHITE - EXECUTIVE PRODUCER, PLANET ROCK

- Should GCap ditch its "never more than two ads in a row" policy?

No, GCap should be applauded for actually having the guts to do something so innovative and brave to improve the sound of the station. With no more than two ads in a row, you never lose the flow of the programme, you definitely feel that you're listening to more music and the advertisers get the cut-through they deserve. Great idea.

- Which issue in the radio industry are you most concerned about?

BBC funding. The BBC has the ability to act like Roman Abramovich. It must be great to know that no matter what the cost, you'll probably be able to do it.

- What impact has consolidation in the radio industry had on your role?

It allows me to take advantage of opportunities to become involved in projects that might otherwise be beyond us and to promote events on Planet Rock across other networks. It has enabled Xfm to run a Planet Rock show in Manchester, for content to be shared between Capital Gold and us. The Capital archives have given us access to some fantastic material from the 70s and 80s.

- Which radio show is the most fun to work on?

Rick Wakeman's show, Rick's Place. We broadcast from Broadland in Norwich every Saturday morning. There is a team of four of us: Rick, David Hoffman, John Evans and myself. The show has become much more of a good laugh with your mates than a job of work.

- What is your favourite radio show and why?

From Our Own Correspondent - over the years, it has made me aware of so many different places that I barely knew existed and the lives of the people who live there.

- What attracted you to a career in radio?

I got the chance to work at Capital Radio when it was still Capital 194; working with talent such as Kenny Everett and Roger Scott inspired you.

- What are your main interests outside of work?

Music, motor-racing and classic cars.

- Who is your all-time favourite rock god and why?

Jimmy Page. He defines classic rock - the most talented, charismatic, enigmatic and enduring rock star of them all.

- What is the next nu-metal emerging?

No idea, I'll wait for my friends at Xfm to tell me.

- What is the most "rock" thing you've ever done?

Blasting through the Kent countryside, being driven by Jeff Beck in one of his hot rods.

- What is the best gig you've been to and why?

Black Sabbath at the Top Rank Suite, Watford. My first gig, I didn't know music could be that good and that loud.

- What is your ideal presenter and guest scenario and why?

"Fluff" Freeman interviewing Jimmy Page and Robert Plant. Fluff always let his guests do the talking and the true story of Led Zeppelin has never really been told.

- What is the most outrageous thing you've ever done while listening to the radio?

That's between me, the Shetland pony, and the Tory MP.

ADRIAN SERLE - MANAGING DIRECTOR, KERRANG! RADIO

- Should GCap ditch its "never more than two ads in a row" policy?

Timing is critical with such decisions. Making a decision such as this when you are the market leader by a country mile, have the respect of the industry and are able to charge and hold a premium makes sense. Doing it when advertisers can buy round you is a far more risky strategy. You also shouldn't forget that it takes more than an ad policy to make a great radio station.

- Which issue in the radio industry are you most concerned about?

I think our biggest challenges are keeping up with consumer listening habits and developing our own credible, on-air talent to challenge the BBC, rather than whingeing about its superiority all the time.

- What impact has consolidation in the radio industry had on your role?

Not aware of any ... is there something I should know? In more general terms, the successful integration of Scottish Radio Holdings into Emap Radio gives Emap all the advantages of scale and a nationwide reach across all the major conurbations.

- Which radio show is the most fun to work on?

Working with Ugly Phil and Rachel (the presenters of The Ugly Phil Breakfast Show every weekday morning on Kerrang!) has been fantastic; they're talented, creative people and the doctor said if they keep making positive progress, they could be discharged in about 12 years.

- What is your favourite radio show and why?

Rik Shaw on Kerrang! - funny, innovative and his gold Sony are my top three reasons.

- What attracted you to a career in radio?

A company car - although I didn't expect it to be covered in musical notes and the station logo, nor did I expect it to be quite so old.

- What are your main interests outside of work?

Time with Sarah and the children, rugby and watching the World Cup, although I have applied to run next year's London Marathon, so jogging may become a new one.

- Who is your all-time favourite rock god and why?

David Bowie - one of the first albums I bought.

- What is the next nu-metal emerging?

Talk to Jonny Doom (the specialist presenter of Full Metal Racket) - he'll know.

- What is the most "rock" thing you've ever done?

Thanks to Tim Shaw, I went live on air, pissed, having only been the managing director at Kerrang! for two weeks. He then e-mailed the audio to the world and his wife. Not the greatest piece, but it was 2am and listening hours increased in the next book ...

- What is the best gig you've been to and why?

Primal Scream at the Barfly last week was pretty good. Getting a band to perform in such a small, intimate venue was really powerful.

- What is your ideal presenter and guest scenario and why?

Jeremy Paxman with anyone who has become famous for no good reason, having no talent and then gone on to make a career/loads of money out of it. It's a pet hate.

- What is the most outrageous thing you've ever done while listening to the radio?

What a stupid question.

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