THE new boss of the Virgin Media cable firm is a pugnacious New Zealander with a sheep-shearing handshake, gimlet eyes, and a scar just clotting beneath his 1980s fringe.

“You should have seen the other bloke,” jokes Neil Berkett, touching the congealed blood on his forehead rather gingerly.

Actually, he explains, he just banged his head at home. You wouldn’t want to argue.

Berkett has helmed the ship since Virgin Media’s last boss, the American Steve Burch, suddenly jumped overboard last August. He was confirmed chief executive only eight weeks ago, after a long period as acting chief. Perhaps it’s not surprising that he looks a little beaten up.

This week, Berkett could be ducking again when he announces first-quarter results, offering another insight into Virgin Media’s future. Recovery or relapse? Looking at his battle-scarred face as he sits in his London West End office, you might want to put that more politely.

“You can’t draw me on the numbers,” he says, “but the trend has been positive. Last year’s quarter four was the best since we put the company together.”

Berkett, 52, is a scrapper who makes a virtue of pragmatism, like many rugby-loving Kiwis. Medium height, with an economy of movement that underpins his occasional terseness, he has jumped enough sectors and continents to take whatever’s coming.

Lloyds TSB, Prudential and Exodus Travel in Britain; Citibank, St George bank and East-West airline in Australia; ICL in New Zealand — all notches on Berkett’s belt.

He likes to solve problems, and he does it by KISSing them better. “Keep It Simple Stupid,” he spells out, noting my alarm.

You can see the approach in Virgin Media’s new television ads, starring Samuel L Jackson, and its current poster campaign, which trumpets broadband speeds, video-on-demand, and not much else. Blunt?

“I am blunt,” says Berkett, with an amused stare. Right.

But don’t imagine Berkett is all shove and no subtlety. He doesn’t do “social networking”. Yet what’s this? He is chairman of the corporate development board of the National Society for Prevention of Cruelty to Children (NSPCC). Its task is to draw yet more money out of big companies. Maybe he just loves cutting Gordian knots.

Explore Industry Sectors

• Banking & Finance

• Construction & Property

• Consumer Goods

• Engineering

• Health

• Industrials

• Leisure

• Media

• Natural Resources

• Retailing

• Support Services

• Technology

• Telecoms

• Transport

• Utilities

Times Recommends

• British Gas to raise prices as profits slump
• Mortgage giants to unveil new writedowns
• China's inflation climbs to 8.5%