i took example from cloudera website to write a custom SerDe for parsing a file
http://blog.cloudera.com/blog/2012/12/how-to-use-a-serde-in-apache-hive/
it seems
You better start hive shell by switching logger mode to DEBUG as follows, I hope you could find something useful from there.
hive --hiveconf hive.root.logger=DEBUG,console