RADIO DJ Tim Gough is feared to have collapsed onto his mixing decks while suffering a fatal heart attack during his show.
GenX Radio Suffolk host Gough, 55, was an hour into his breakfast programme when the music stopped halfway through a song.
The tune resumed a few minutes later but the DJ did not return and the station later confirmed he had passed away.
At the start of his show, the DJ had wished his listeners a good morning and was excited for the station which was launching on DAB the following week.
He gave a weather update across Suffolk and was chatting about famous couples who had married in Bury over the years.
The dad-of-one spoke his final words after spinning the Rolling Stones’ Brown Sugar, saying that it was the birthday of bassist Bill Wyman, who lives in Suffolk.
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He died while playing a downbeat Madness song called Grey Day at the time.
A Radio spokesperson said: "It is with the heaviest of hearts that I have to inform you, our dear friend and breakfast host Tim Gough passed away this morning whilst presenting his program.
"Our love to his family, son, sister, brother and mum.
"Tim was doing what he loved."
GenX Radio Suffolk managing director James Hazell said Tim was "a hugely experienced and highly talented broadcaster with an army of fans for his daily programme".
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And Hazell has now told Mail Online that Mr Gough's family have been "reassured and comforted to see the amount of love there has been out there".
Mr Hazell added: "He was in there and he was sounding absolutely fine as usual and full of energy..
"Of course, several of us were listening and it suddenly stopped during the song."
The radio team have since revealed that Mr Gough may have collapsed onto his mixing desk and in turn landed on a button which stopped the music.
Mr Hazell, who resumed the music via a back-up service after around a two minute pause, had tried to call Mr Gough up to check on his well-being as he became increasingly concerned due to the fact they are usually in constant communication.
After about ten minutes of not hearing from Mr Gough, the radio boss asked his wife to call the police as he truly believed something had gone wrong.
Mr Hazell had also been able to get hold of the host's sister who arrived at a similar time to the house as police.
But his fears came to light as officers rushed to the scene and called in paramedics who attempted to revive Mr Gough for around 25 minutes but to no avail.
Condolences and tributes quickly poured in from fans after hearing the much-loved DJ had passed away.
Kelly-Anne tweeted: "My darling friend. Doing what he loved doing but I can't comprehend the loss."
Linda wrote on Facebook: "Such sad news. It was so nice to hear his cheerful voice first thing in the mornings."
And Neil Kefford said: "I cannot tell you the shock and loss I feel at the passing of Tim Gough today. He was a key part of my radio life, and social life, besides.
"Saying he was a "nice bloke", doesn't cover it. To say I'll miss him, doesn't cover it."
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Tim was an avid Norwich City supporter and enjoyed long walks in the countryside with his Labrador Cooper.
He is survived by his mother, brother, sister and son, East Anglian Daily Times reports.
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