I have to agree with Paul Barrs on this one. I was in radio for 8 years. Had a tech call in show in the central NY area. The first year was all about building brand. My co-host and I had to cement our credentials with the audience. Once we did that we were pretty much free to do what we wanted. We even created a segment of the show, the last 15 minutes of a two hour show, called the Abuse Zone. This was for people that waited until the show was almost over to call in with their questions. Everyone loved it, well, except for those people we abused. We abused them kindly. *laughs*

If you already have a name and a reputation you have a great deal of leeway. If you're new and an unknown it seems to me a better idea to work on those credentials, earn your spurs and go from there.