GERRY Ryan's untimely death sent shockwaves through Montrose yesterday as his RTE colleagues tried to come to terms with the loss of one of the station's biggest stars.
One of RTE's top personalities, Pat Kenny, summed up the feeling of shock: "He was just so larger than life. Gerry pushed back the boundaries in RTE and 2fm.
"In the case of 2fm, it was a pop station organised in a civil service manner before Gerry got going.
"I just don't know how Gerry can be replaced by RTE. In fact, I know Gerry Ryan can't be replaced," the broadcaster told the Irish Independent.
In the longer term, the sudden passing of Ryan will have huge financial implications for RTE.
According to a leading advertising buyer, his five-day a week 2fm radio show brought in up to €5.4m for the station each year.
Craig Farrell, managing director of Starcom -- a company that plans and buys media on behalf of clients, including the National Lottery and AIB -- said last night: "Gerry Ryan commanded the highest advertising rates on 2fm. You would be paying €900 for a 30-second slot on 'The Gerry Ryan Show'. When you add up the add breaks, you're taking about RTE making as much as €27,000 in advertising every day."
With more then 300,000 listeners per day in the latest JNLR figures, Ryan's programme was the flagship show of 2fm.