Colourful football pundit Eamon Dunphy hits the airwaves with his new radio show tomorrow - complete with a ten-second delay switch to "bleep" out any unsuitable language.
The 'shock jock' journalist will pocket a reported €600,000 a year to anchor the NewsTalk 106FM programme in the cut-throat morning market in Dublin.
But Dunphy, known for his controversial outbursts on TV as well as radio, said he won't be holding back if he gets angry or excited at the microphone.
"I wont suffer fools or bluffers," said the former presenter of Today FM's Last Word. "But if I feel something, I'll say it."
"During my time on the Last WordI only used bad language about five times in total so all this foul language thing is a bit exaggerated."
Dunphy will be pitted this morning against the nation's most-listened-to radio programme, Morning Irelandwhich boasts nearly half a million listeners.
NewsTalk will be trying to put a dent in the Radio One current affairs flagship, but the national broadcaster isn't worried.
A spokesperson for RTE Radio said: " Morning Irelandis seen as an institution on national radio and has a very loyal audience. But we welcome the competition in the market."
NewsTalk will also be hoping that Dunphy's abrasive broadcasting style will impact on the hugely-popular Ian Dempsey Breakfast Showon Today FM.
The NewsTalk website boasts: "Turn on, tune in and drop your toast - this is a new beginning in morning broadcasting."
But presenter Dempsey said he is not convinced that Dunphy can achieve the target audience of 70,000-100,000 set by his NewsTalk bosses.
Dunphy's predecessor David McWilliams could only manage 11,000 in the same slot before his show was controversially axed.
Dempsey explained: "I think Morning Ireland would have more to worry about than me, to be honest.
"But I like Dunphy's style. There's always a sense of unpredictability about him, of something about to go off."
He joked: "I'd listen to him but I'll be on the radio myself."
Dunphy is also going head to head with 2FM's The Full Irishwith Ryan Tubridy, whose listenership figures are also climbing.
Tubridy said: "I haven't given Dunphy much thought because we don't perceive him as a threat to us.
"He will be popular with a certain vintage of blokes in Dublin who like sport and he will definitely add something unique to the market."
The latest departure for Dunphy is yet another challenge for the ex-footballer whose career has already straddled books, newspapers, TV and radio.
Dubbed Ireland's most famous journalist and only 'true' celebrity, Dunphy's biography on Roy Keane is still the best selling book in Irish publishing history.
However, the real secret to Dunphy's enduring public appeal may be found on the official website of his old club, Millwall FC: "Although slightly built, his cheeky, impudent, cleverness made him a favourite with the supporters."
PA