It's a fact that Sports talk attracts more revenue than music formats, and has been for about 30 yers. In the US, one of the top stations in New York for many years was WFAN, pulling down $65 million or so a year - considerably more than any of the music rivals.
TalkRadio struggled in the 90s, despite being the only rolling news station in Britain, so Kelvin (MacKenzie - a proper business mind) changed the format to TalkSport since when its consistently made serious dosh.

Rob is simply emulating those. He is driven by a yearning for success, his own ego and whipped into shape by Tatiana Safanova, a very sharp business mind.

Radio is dying in some sectors as too many people treat it as a hobby.