The Edge 96.1’s breakfast hosts, Mike E and Emma, are known for being controversial. But their latest advertisement has gone beyond “ a little bit rude ” and way into “ inappropriate ” territory.

In an ad that’s playing every few hours or so during breaks on their station, Mike E and Emma can be heard ridiculing rival radio show Rove and Sam of 2DayFM, playing a game Emma refers to as “she’s the perfect girl but she listens to Rove and Sam”.

“But no-one does,” Mike E responds to a listener’s report that their girlfriend listens to the other radio show. “No. You need to respect a girl and you can’t respect a girl whose taste is in her ass.”

In fact, it seems like Mike E and Emma have been running a smear campaign on Rove and Sam for a while now, with a segment in mid-April encouraging listeners to call in and detail why they hate Rove and Sam.