The duo rapidly established a cult following with their witty and slightly risque banter, and in 1998 won a Sony Radio Academy Award for their show. They were subsequently recruited by Virgin Radio and again rapidly built up a significant audience for its Drivetime Show. By 2003 they were the most popular DJs on the station, and were moved to the Breakfast Show in order to increase the audience. This they did very successfully, sticking to their well-established formula of slightly risque banter about contemporary news and culture, with Mitchell tending to play the "straight man" to the more outrageous Lloyd. Lloyd occasionally courted controversy with some of his remarks, most notoriously when he expressed willingness to eat the limbs of a dead baby to ease poverty. A complaint against the station was upheld, and Lloyd was reprimanded for his comments. Nevertheless, the audience for the show remained strong, despite (or possibly because of) Lloyd's willingness to stray to the edge of acceptability with his remarks.
