Guy Phillipson of Vodafone put together a Gold station dedicated to 60s and 70s music in a Dead Ringers meets Alan Partridge style. While the judges liked his humour they also issued a stern warning with his live broadcast in mind: don't take the piss.
Mark Copeman of Twist Media proposed a London format station fronted by "presenters with personality and character". The judges considered Copeman accomplished and polished and advised him to build on his own personality.
Kamilla Nurock of Fallon London impressed the judges with her mellifluous voice that they thought might be suited to a late-night format rather than the breakfast show she suggested. (Nurock, of course, wins on surname value alone.)
Chris Goldson of Uovo displayed style and good ideas in his contemporary rock, indie and pop show, but the judges advised him to avoid some of his presenters' cliches like the plague. (Pots, kettles, anyone?)
John Baden Daintree of Burroughs Day was the Chris Morris of the day.
He put together an inspired but edgy show consisting of references to Jonathan King, paedophilia and the like. The judges advice? Tone it down for the next round.
The feisty Nikki Burg and A St J of Abbott Mead Vickers BBDO suggested a female-biased drivetime show inspired by the magazines Heat and Elle combined with the music of Capital. Inappropriate language and incorrect offside references aside, the judges applauded the girls' humour and style.
In preparation for the next round, each finalist now has the chance to prepare a 45-minute show with a professional radio producer and the shows will go up on the internet for the readers of Campaign to judge from 9 September.
Phillipson will work with Tim Lihoreau at Classic FM, Copeman with Phil Poole at Kiss 100, Nurock teams up with Kevin Palmer at Capital FM, Goldson with Mark Bingham at Virgin Radio, John Baden Daintree with Andy Ashton at Xfm and Nikki Burg and A St J will get expert advice from Mark Browning at Heart 106.2FM.