Impersonation is said to be the sincerest form of flattery and Newstalk ZB breakfast host Mike Hosking is said to be "amused" by Hauraki counterpart Jeremy Wells impersonating him on air each day.
The irreverent 'Like Mike' segments on Hauraki's breakfast show have quickly gained a cult following.
Wells apes the broadcaster to a tee, down to his 'Happy Days' signoff, as he covers topics such as child poverty, deep sea oil drilling and Ramadan during the Football World Cup in a tongue-in-cheek style.
Says Wells: "When the last radio survey came out and it was revealed that Hauraki Breakfast was the 13th highest rating nationwide breakfast show our bosses were concerned.
"They cited Mike Hosking's ZB show as an example of a high-rating radio juggernaut and claimed that we needed to take on some of his professionalism and dedication if we were going to climb into the top 10.
"I took their comments literally and began imitating Mike's centre-right, commonsense, daily editorial rants for our morning show."
What began as a fun gimmick for the rock music station has turned into appointment listening, and Wells says they have Hosking to thank.
"Like Seven Sharp, we noticed an immediate rise in the show's popularity - a media phenomenon that has been coined 'the Hosking factor'. Hosking is ratings Ritalin."
Wells' co-star Matt Heath says Hosking shouldn't take offence.
"He has better hair, clothes and ratings than us.
"He doesn't need to waste his time worrying about bottom-feeders like us."
Newstalk ZB boss Dallas Gurney confirms Hosking is taking the segments in the spirit they're intended.
"Mike is amused and thinks they're really funny. He can have a laugh at himself."
Hosking is now off air for a two-week holiday. Wells reckons Gurney has asked him to "fill in for Mike by impersonating Mike".
Gurney laughed: "No, there's only one Mike Hosking."