You would think Southern FM would have known last time they tried to sack Ambrose Harcourt how popular his late-night love song programme is.
But now the independent radio station has again told Ambrose, known as Dr Luurve, that his contract will not be renewed.
Southern FM may think laid-back Ambrose is less popular than modern dance music.
Listeners, backed up by The Argus, made the station change its mind before and perhaps it is time to do so again.
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