Jingle music to car dealer's ears

But rather than have a hit record played, it was a radio jingle which bought Roger Hotchkiss Car Sales, near Shrewsbury, his celebrity status this morning.

The car dealership's advert appeared as part of a feature by stand-in breakfast presenter Scott Mills who has been playing some of the country's cheesiest jingles.

Mr Hotchkiss said he was delighted to be featured on Scott Mills's Radio One show and people had already been mentioning it to him.

He said: "My nephew shared a flat with Scott in London about a year ago, so he has been aware of it for about 12 months.

"He has already played a few jingles, which I must say have been awful. My nephew sent off our jingle to Scott after he told him about it.

"I'm not sure if he's played it or not yet, but he's mentioned us and we have already had two or three calls who have told us our name has been mentioned on Radio One. Even the postman told us about it.

"There were decades when I wanted to be on Radio One, but they've waited until I'm in my 50s to finally give me my chance."

Mr Hotchkiss said the jingle is played regularly on Severn FM, Telford FM and Classic Gold.

He said listeners across Shropshire would be very familiar with the adverts which were recorded between 2001 and 2005.

He said: "On other jingles they cut the address and phone number off at the end, but I think that is because it is the BBC and they can't advertise."

But the businessman added he felt that having the jingle broadcast on Radio One was still excellent exposure for his car dealership.