In 2001 Ferrari presented his first breakfast programme on LBC, taking on the role officially in 2004. The programme runs from 7am to 10am and takes the format of a news and political debate and discussion show with the presenter introducing topics and then discussing them with both members of the public and experts, through text messaging, email and phone, with the last of the three being the main mode of contact. The programme mixes both light entertainment stories and more serious topics in the news. Ferrari frequently asks first-time callers which station they previously listened to, rejoicing when they have deserted BBC Radio 4 or BBC London 94.9. Ferrari is also known for deliberately not mentioning the phone number to call the programme whilst presenting as he believes it is an unnatural way to speak to listeners.