The national media's depiction of Manchester's Moss Side as "the British Bronx" is undermining attempts to restore its image by the local community, according to a Manchester radio news veteran.

Key 103 head of news John Pickford said the local community was always keen to talk to a local reporter after a shooting such as that of 15-year-old Jessie James in September last year, but the national press was too intent on branding the deprived inner city "Gunchester".

Pickford, who has worked as a journalist in Manchester for more than 30 years, said: "Every time there's a shooting, the national media descend and seek to justify this story of Moss Side as ‘Gunchester'. Being branded as the British Bronx by the national media has taken years to repair, and when something like the Jessie James killing happened, it is completely deflating for the people of the area."