Kyle and Jackie O launch Cash Cock

This morning on the KIIS 1065 Kyle & Jackie O breakfast show, Kyle Sandilands shared the sad news that his father, Peter, died from cancer yesterday.

ARN’s national content director, Duncan Campbell said: "This is obviously a very sad time for Kyle and he and his family are in the thoughts of everyone at KIIS 1065 and ARN."

The loss of his dad didn't slow down Sandilands though, with a new cheeky cash giveaway competition launching on the station.

Giving away cash has long been a crucial part of building a breakfast audience for both television and radio shows.

The cash competition this year on television has Seven's Sunrise Cash Cow competing with Nine's Today show Block of Cash.

In radio Nova Sydney's Fitzy and Wippa gave away $100,000 earlier this year with Sydney's Secret Sound.

Today the #1 FM breakfast show in Sydney, KIIS FM's Kyle and Jackie O, has introduced the Cash Cock. It's a competition where too many cock jokes can't be enough. In the first Cash Cock call, named a Cock Ring of course, a listener in Baulkham Hills won $1,000.