Newspaper article The Evening Standard (London, England)

Hey Guys, Why Can't We Be Less Laddish and More like Wogan? NEW HEART DJ JAMIE THEAKSTON ANNOUNCES ARRIVAL WITH ATTACK ON BREAKFAST RIVALS

Newspaper article The Evening Standard (London, England)

Hey Guys, Why Can't We Be Less Laddish and More like Wogan? NEW HEART DJ JAMIE THEAKSTON ANNOUNCES ARRIVAL WITH ATTACK ON BREAKFAST RIVALS

Article excerpt

Byline: ALEXA BARACAIA

THE CAPITAL'S breakfast radio DJs are set for war - with new kid on the block Jamie Theakston mounting a scathing attack on his rivals. The 33-year old takes over the morning slot on Heart 106.2 next Monday. And in a clear sign that he means business in the fight for listeners, he has already hit out at the "laddish" me-me-me mentality of Capital's Johnny Vaughan, Radio 1's Chris Moyles and Virgin Radio's Pete and Geoff.

Instead, he says he plans to follow in the footsteps of more seasoned pros such as Radio 2 stars Terry Wogan and Jonathan Ross.

"DJs like Wogan and Ross are brilliant at knowing what their audience wants," says Theakston. "Other DJs in that breakfast market, who tend to be white middleclass men of a similar age - Johnny, Pete and Geoff, Chris Moyles - ignore their audience and talk at them rather than to them. They like the sound of their own voice. And they all sound the same. That shouty laddish schtick - it's old-fashioned. People have moved on from that Loaded way of doing things."

Theakston, who takes over the breakfast slot from Jono Coleman, adds: "Wogan and Ross have this understanding of their audience's expectations, as Jono did before me. It's a real art and it's definitely what I want to do.

"I'm the same age and from the same kind of background as Johnny and Moyles, but what they do is not what I aspire to. I want to talk to Heart listeners and not just at them."

But he adds cautiously: "These things take a long time, though. The most successful breakfast hosts of recent years, like Tarrant, have done it for eight or nine years. I'm happy to stick in there for the long term."

The breakfast slot is the most vicious battleground in radio, particularly in London.

Theakston's predecessor Jono Coleman was ditched after six years, days after ratings figures showed he had lost 130,000 listeners in a year.

Heart hopes signing Theakston will lure young listeners away from Capital and Magic, which has leapfrogged into second slot. …

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