He Keeps the Eastside Rock Scene Rolling

Three cameras swing around to Richard Duran, the host, who is looking sharp in a tuxedo.

"Mr. Duran," as he is known, bends his right knee and dips into a classic lean-back pachuco pose before screaming: "San Gabriel Valley! We're back with a vengeance! That's right!"

The audience, seated in two rows of metal folding chairs, breaks into cheers and applause. The visiting band, Xposure, starts up.

Clearly, everyone in the room is glad to hear that "Mr. Duran" is back after more than a month off the air. (He needed a break.) Non-fans, though, can be forgiven for having never heard of him.

"Thee Mr. Richard Duran Show" can be seen only by certain cable subscribers in the San Gabriel Valley -- and only every other Wednesday evening. Duran and the studio manager say they have no idea how many actually watch. Other than that, Duran counts a few hundred loyal Internet viewers as fans of his show.

But on the streets of East Los Angeles, where he lives, and among some big-name Latino politicians and entertainers, Duran is a homegrown celebrity. He is recognized as the big, bearded, brown-skinned showman who lives and breathes old-school Eastside rock 'n' roll from the 1960s and '70s.

Bands such as Thee Midniters. The Jaguars. The Impalas. And Tierra, whose two most famous sibling members, Rudy and Steve Salas, are in the house on a Wednesday night for a special reunion.

"My focus is live entertainment, bands, oldie-but-goodie Latin rock," Duran said before the show as someone moussed and blow-dried his hair, a little gray here and there.

"They are legends, Latin legends," he added, describing the significance of the Salas brothers, who before the other night hadn't played together in years. "This is the only group from East L.A. that played at Carnegie Hall."

The show is a variety-like program of live music, interviews and public announcements. Duran said his goal is to keep alive the rock traditions of the Eastside, which includes creating venues for newer acts to perform. He also features less exposed local bands, as well as ska and heavy-metal acts.

No one makes any money on "Thee Mr. Richard Duran Show," which is taped at a public access studio on a residential street near Wilson High School. Duran said all the staffers are volunteers. On their own time, he and his team do the publicity, fundraising and production work.