When Absolute Radio morning show producer Sam van Geffen first pitched it to content director Paul Sylvester, he felt the need to set it up as “probably the worst idea I’ve ever had.” When Sylvester began trying to bring van Geffen’s idea about on short notice, his first e-mails began with “don’t hate me.” 

But Absolute Radio 40s, the pop up side channel celebrating the 75^th anniversary of VE Day May 8, was instantly recognizable as a brilliant idea, the sort that so galvanized the industry that I saw at least one congratulatory tweet from a competing programmer. There are four hour-long segments of the broadcast still available on the station’s audio player, but here’s what Absolute 40s sounded like when I tuned in around 1:45 p.m. London time:

Glenn Miller, “Chattanooga Choo Choo”

Frank Skinner, “Leaning On A Lamppost” (British comedian and current Absolute presenter with his version of the ‘30s British music-hall-style song best known to our generation via Herman’s Hermits)

An interview with Colonel Tom Moore, the 100-year-old veteran who has become a hero (and No. 1 recording artist) for raising money for the NHS. Moore recalls, among other things, how he had just returned from a tour of duty including Burma on VE Day.

Benny Goodman, “Jersey Bounce”

A sweeper saying that Absolute is playing the music of the ‘40s as well as some music from the ‘30s and ‘20s, “but we couldn’t say all that” in a slug-line. It’s one of a few Bob-/Jack-FM type moments. (In this case, Bob is not your uncle, but your grandpa.)

A stopset of period-accurate spots for a VE-themed special on the History Channel, Yours Retro Magazine, and Tesco Mobile!

The 2 p.m. news, done from the POV of VE Day, leading off with a congratulatory telegram from Harry Truman on the U.S. president’s birthday.

Presenter Jason Manford beginning his shift in affected ‘40s announcer delivery before switching to regular-bloke chatter.

Nat King Cole, “Straighten Up And Fly Right”

Vera Lynn, “White Cliffs Of Dover” (the WWII song of hope for a return to normalcy that sounds unbearably touching now)

Another interview vignette with Colin Thackery, a veteran known for his appearance on “Britain’s Got Talent.”

Harry James, “Sleepy Lagoon”

Station sweeper: “Careless talk costs lives, so here’s another 78.”

Billie Holiday, “St. Louis Blues.” (Manford quips “that’s the only holiday we’re getting this year–too soon?”)

A vignette featuring British comedian and TV host Jimmy Tarbuck, five years old in 1945 with his memories and thanks to the generation before him.

Another stopset beginning with a fake Absolute contest promo about winning a 92” Howitzer to protect your family, followed by another stopset, this one including an ad for Skinner’s Poetry Podcast.

Jimmie Davis, “You Are My Sunshine”

Another vignette from a veteran—in this case a female army gunner, now the ambassador for a British army charity.

Frank Sinatra, “For Me And My Gal”

Glenn Miller, “I’ve Got A Gal In Kalamazoo”

A salute from former British Army head Lord Richard Dannatt to both veterans and NHS health care workers.

Bing Crosby & the Andrews Sisters, “Don’t Fence Me In”

Jimmy Dorsey, “Blueberry Hill”

Absolute was one of the first broadcasters to truly take advantage of side channels, and has contributed to digital radio being a viable entity in the U.K. That makes Absolute 40s both a clever  surprise but also completely on brand. (It aired on AM as well as on DAB and online.) Done with government funding as our radio struggles, any comparison with our infinite dial would be unfair, but it reinforces our best U.S. examples of the stations that sound best and do best now being those that choose to “do radio.”