Why do you not identify the programme as being produced by CBA?

That is intentional on our part. We’ve discovered that if we announce “this programme is produced by Christian Broadcasting Association” – we instantly lose huge numbers of listeners with whom we’re trying very hard to connect. It’s better to just let the programme speak for itself. Our shows are designed for the over 85% of listeners who have identified themselves as non-Christian.

It is better that they assume they’re listening to a Newstalk ZB programme, which in fact they are. It’s a Newstalk ZB programme, produced by CBA. What we hope, is that they enjoy and relate to our programmes (on the station they always listen to) but that they will also hear gentle, subtle but very clear messages about the Christian faith.