Using just the raw data from custom fields

I’m having a problem with custom fields & could do with some help. With a pre-defined fields such as hits / [hits] everything works fine. However, with a newly created field I have problems displaying the data.

For example, I have created the custom (text) field with the database key 123. On my listing page I enter [123], nothing is displayed. If I enter [FIELDS SHOW=”123″] then the following is displayed in a table row: database key, followed by the contents (see attached image) all encapsulated by a table structure.

How can I strip things out such that I only display the data from the field without the database key or surrounding table / row?

Many thanks.