That droll sentiment sums up the sports-radio market clash come April, when TSN Radio will make it three stations with sports content battling for position in the lucrative Toronto market, joining Rogers-owned Sportsnet Radio FAN 590 and Corus-owned AM 640.

AM 640 program director Gord Harris wants it known that his station will stay the course despite the impending clash of the titans on radio. The station has Maple Leafs broadcast rights.

“We don’t plan any changes,” Harris said. “We’re proud to be the home of the Leafs. That’s our identity, and we’re happy with it. We are who we are. I don’t worry about what the competition does.”

Asked whether his owners have made the decision to go after the Maple Leafs radio rights again, Harris says it’s a confidential matter between the station and Maple Leaf Sports and Entertainment. Based on Harris’s comments, AM640 will apparently stay the course from now till the end of the 2011-12 NHL season (and host Bill Watters’ contract) rather than sell off rights.

After that, the odds seem stacked. Its rivals will throw dump trucks full of money at MLSE to get the Leafs. MLSE may also factor in AM640’s inability to leverage the hockey team’s rights for a sizable ratings grab. And AM640 has reduced its hockey content to afternoon drive and evenings, reducing the team's exposure on the station. Watters - the face of the Leafs coverage - may leave after his contract expires.

Only talented youngster Bryan Hayes gives promise for the future. But Harris is phlegmatic. “We enjoy our relationship with the Leafs. It’s been very beneficial. I expect that to continue.”