I think the way to do it is bring in a strong show and build a following, but realize you won't dent Matty. In the meantime you grow it and wait for the big guy to retire, then the competition begins.
It's like in sales, "Mr. Customer, if we can't be your #1, we hope you'll think of us when it is time to consider an alternative" ...
I'm assuming that's what CBS is building up here and possibly with 104.1.