The decision by Don Pierson to allow Ron O'Quinn as programme director to change the automated system to a live format was the most controversial. O'Quinn, who had been a disc jockey at WFUN, borrowed every kind of format he was familiar with in Georgia and Florida, to create a hybrid sound only ever heard in Europe. A key was naming the djs as "Boss jocks", a term borrowed from KHJ on the West Coast of the USA who were using it to give a brand form of delivery that replaced their former laid back air delivery. Even without appropriating the "Boss radio" brand SRE was anything but laid back. Everything had echo, was shouted, and had either a genuine southern US accent or English voices using transatlantic accents. Even its news style, which had been used WFUN and KBOX in Dallas, was full of buzzers, beeps, echo and full-throttle delivery. An example was the station identification announcement (which was also accompanied by a drum roll): "This is "SRE-Swinging Radio England. Broadcasting 4 miles off the Frinton Essex coast on 2-2-7 metres, 24 hours a day, in excess of 50,000 watts of power. SRE, first and foremost is BOSS!" While British and Continental European teenagers were excited the station failed to pull in enough to interest advertisers and this coupled with technical problems gave SRE a short life. By November 1966 it was over.