"One presenter's wife phoned up while he was on air, to ask him, 'Lawrence, have you eaten?'" Velleman says, as the guests arrive for the Jewish Dating Show. It is, apparently, one of the station's early hits, alongside the shows run by DJ Neal, a club promoter, who takes calls and gives away tickets to balls and "Jew dos". Antony Costa, from the boy band Blue, is promised as a future studio guest; in the meantime, listeners have heard Denis Norden, as well as a Palestinian Authority representative and Simon Round, a journalist at the Jewish Chronicle. "Everybody I know who's Jewish knows about Shalom FM, even if they don't listen," Mr Round says. "I suppose I'd listen myself every now and then."