Wippa says Kyle Sandilands and Em Rusciano feud is 'amped up'

The past few days have seen an explosive war of words between KIIS FM's Kyle Sandilands and 2Day FM's Em Rusciano over the breakfast radio ratings battle, but it seems the feud may not be as heated as listeners have been led to believe.

Speaking to Be at the Land Rover Polo In The City in Sydney on Saturday, Nova 96.9 FM's breakfast star Michael 'Wippa' Wipfli claimed the clashes between the shock jock and comedian is "all amped up".

"[It's] none of my business," the 38-year-old Fitzy and Wippa presenter initially said, before adding, "No, you know what, it’s all amped up.

"There’s more friendship in the industry that you’d think," he continued. "It’s all rubbish."

Wippa acknowledged that "the competition is there" between radio rivals, but it's not as intense as one would think.

"When I see Em, it’s great to see her. When I see Kyle, it’s great to see him.

"It’s conversation, it’s not awkward," he added, reiterating the online war fans have been is "all amped up".

"It’s the same thing you do before you run onto the footy field and then you get into it," he explained. "It’s just a bit of old rivalry."

Earlier this week, KIIS FM's Kyle Sandilands slammed Em Rusciano's 2Day FM brekkie show over their recent ratings drop, and then outspoken comedian Em took to Facebook to fight back.

In a lengthy Facebook post addressed, "Dear Kyle Sandilands," Em, said karma would come back to bite him, after he labeled their 2.9% drop "disgraceful."

Kyle, who co-hosts Sydney's most popular radio show alongside Jackie O didn't hold back his thoughts on the falling figures.

"They're terrible ratings," he said. "You can't make $1 with that rating. They're now down to 2.9% of the market."

Not finished with his public mocking of their results, he went on to offer 2Day FM $20 for their licence.

"I offered a million dollars recently," he said. "I'm now offering $20."

Em however, wasn't prepared to take his comments lying down and posted a fiery response on her Facebook for all to see.

"I sold out the Opera house in 20 minutes last week," Em said. "Indeed my whole national tour sold out."

She also explained that while her radio slot - The Em Rusciano with Harley Breen Show - doesn't have the same soaring figures as his, it has "twice the engagement."

Adding, "'I don’t feel humiliated or pathetic in any way shape or form."

Then on Friday Imogen Anthony plonked herself right in the middle of her boyfriend Kyle's feud with Em.

With a screenshot of Em's open letter to the radio shock jock over their ratings clash, Imogen gave her own two cents on the situation in a longwinded Instagram caption.

"Seems to me you feel the need to say something to reinstate some form of 'power' here," she wrote. "But let's not get this twisted - you're saying things because well actually - 2DAY FM have had the most embarrassing and lowest ratings SINCE the whole turn over."

"Who's feeding you the bulls**t? Online engagement, pff," Imogen continued. "Kyle barely knows who you are, he spoke about the ratings on the station in general."

Boom, boom and boom.

"F**k your national show and your audio book babe," the model said. "That scrapes the bottom barrel of what Kyle has done."

Imogen finished her note on the whole situation telling the 38-year-old to "shut up" and "go away" and to tell her CEO to take her "man's cash offer of $20 for the entire 2DAY FM company because there [is] no coming back and you know it."

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