Stunting (broadcasting)

Stunting is a type of publicity stunt in radio broadcasting, where a station—abruptly and often without advance announcement—begins to air content that is seemingly uncharacteristic compared to what is normally played.

Stunting is typically used to generate publicity and audience attention for upcoming changes to a station's programming, such as new branding or format. Occasionally, a stunt may be purely intended as publicity or a protest, and not actually result in a major programming change. Stunts often involve a loop of a single song, or an interim format (such as the discography of a specific artist, Christmas music, a specific theme, or novelty songs), which may sometimes include hints towards the station's new format or branding.

To a lesser extent, stunting has also been seen on television, most commonly in conjunction with April Fool's Day, or to emphasize a major programming event being held by a channel.

Types of radio stunting and noted examplesEdit

Continuous loopEdit

A station may stunt by repeating the same song, playlist, or other content on a continuous loop:[1]

Temporary formatsEdit

Occasionally a station dropping an old format will stunt with a transitional format, either containing clues and previews relating to the new format (such as songs referencing its new branding, and artists who may be included in the eventual format), or having little to do with it. This can include songs based on specific themes (such as a single musician), or novelties that would not be viable as a permanent format.

In some cases (sometimes referred to as a "wheel of formats"), a station may cycle between multiple formats during the stunt until the new, permanent format launches.[19][20][21]

  • In 2006, after its sale to new owners, KFYE in Kingsburg, California, dropped its contemporary Christian music programming for a stunt format it dubbed "Porn Radio", featuring songs with sexually-suggestive lyrics (such as "I'm Too Sexy", "Sexual Healing", and "Why Don't We Do It in the Road?"), and songs edited to include moaning sounds. The stunt led into its relaunch as rhythmic adult contemporary Sexy 106.3.[22][23][24] 10 years later, a similar stunt also takes in Fort Myers, Florida. W251AL, which dropped its Adult Album Alternative programming during September 2016 for a stunt format dubbing "La Dura" (which means "The Hard" in Spanish), featuring songs with sexually-suggestive lyrics in Spanglish. The stunt led into a relaunch as a Spanish format known as Beach 98.1.[25]
  • In May 2009, WSKS/Utica, NY, announced that due to "financial constraints" its CHR format would be replaced by the beautiful music format similar to what was broadcast on sister station WUTQ. The "change" came complete with on-air kayfabe-style complaining from the station's staff. The "new format," however, lasted for only two hours before WSKS management came clean, restored the CHR format, and confirmed the stunt was a way to promote the station's new lineup.[26]
  • As part of promotions for the series by local broadcaster Global, Toronto radio station CIRR-FM (which usually broadcasts a CHR format targeting the LGBT community) held a Glee FM stunt on April 12, 2010, devoting a larger amount of its playlist to music from the U.S. musical comedy-drama series Glee (accompanied by other pop songs of Canadian origin to satisfy Canadian content regulations).[27] On August 16, 2010, British radio station Oxford's FM 107.9 held its own Glee FM stunt, leading into its August 18 relaunch as Glide FM.[28]
  • Over Memorial Day weekend in 2010, WJZX-FM/Milwaukee, Wisconsin, stunted as Tiger 106.9, featuring songs about cheating (in reference to an infidelity scandal involving golfer Tiger Woods). The station was expected to change to a top 40 format with the new call letters WNQW—with the new calls suggesting that it would use branding Now. However, competing station WQBW abruptly moved to introduce the same format and branding as 97.3 Now, preventing WJZX from using the name.[29] The station continued airing temporary formats (such as patriotic music and The Beatles' discography in alphabetical order), before settling on a permanent format in June 2010, as classic country station WZBK-FM.[30]
  • In 2011, WWWN/Chicago and WEMP/New York—which had recently been sold to Merlin Media—transitioned from alternative rock to all-news radio as FM News. As a transitional format, both stations aired a format branded as FM New, which featured adult contemporary music interspersed with news, traffic, and weather updates from personalities who would serve under the new FM News formats.[31]
  • On October 8, 2014, KROI/Houston ended its all-news format and began stunting as B92, playing only music by Houston-native Beyoncé. The stunt led into its relaunch as classic hip-hop Boom 92.[32]
  • KEGY/San Diego used an unbranded mainstream rock format as part of its transition from CHR to a new hot talk-oriented format in 2018. The stunt's playlist featured Pink Floyd's "Welcome to the Machine" at the top of each hour, which teased its eventual branding as The Machine.[33][34]
  • Multiple stations in the United States and Canada have stunted with Chinese music under the branding Kung Pao, such as KDOG (which led into a flip to classic hits), WVHT (which led into its re-launch as CHR Hot 100),[35][36] and CIGM (which led into its flip to a CHR format as Hot 93.5).[37]

Christmas music and other holiday formatsEdit

The popular practice of radio stations playing all-Christmas music during the lead-up to (and occasionally the week after) Christmas Day has sometimes been used as a transitional period between formats. Sometimes, Christmas music is used as a more blatant stunt format outside of the holiday season, in a similar spirit to ironic "Christmas in July" promotions.[38][39]

  • In April 2008, new Saskatoon radio station CFWD-FM briefly stunted with Christmas music as Santa FM prior to its official launch, accompanied by a promotional campaign in which publicists in Santa Claus costumes paraded through the city. The station officially launched as CHR-formatted Wired 96.3 on April 11. In November 2012, the station laid off its airstaff and flipped to Christmas music for the season, emerging as adult hits 96.3 Cruz FM on December 26, 2012.[38][40][41][42]
  • In late-September 2015, Duluth's WEBC dropped its sports radio format in favor of Ho Ho 106.5, before emerging in early-October as classic rock Sasquatch 106.5.[43][44][45]
  • In November 2017, CBS Radio and Entercom merged, bringing Seattle's two country music stations, KMPS and KKWF, under common ownership. On the day the merger was completed, KMPS switched to Christmas music, ostensibly for the holiday season. However, on the morning of December 4, 2017, KMPS abruptly ended the all-Christmas programming and flipped to soft adult contemporary as 94.1 The Sound.[46][47] The following year, Entercom's Detroit station WDZH flipped from CHR to the same format in an identical manner, with the station dropping its Amp Radio CHR format for The Rudolph Network @ 98.7, before becoming The Breeze three days later.[48]
  • In an unusually long stunt, after having stunted from October 1 with snippets of sings as "Short Attention Span Radio", WJSR/Lakeside, Virginia played Christmas music from October 13, 2020 to March 4, 2021 as Santa 100.9.[49][50] After just over five months of stunting in total, WJSR flipped to classic hits Awesome 100.9 on March 4, 2021.[51]
    • On October 7, 2015, as a parody of Christmas creep and stations trying to achieve notoriety for being the first to switch to Christmas music, its sister station WURV 103.7 Play briefly stunted for 12 hours with "inappropriately early" Christmas music.[52][53]

OtherEdit

  • On October 2, 2009, following a half-hour retrospective marking the end of its smooth jazz format, WVMV/Detroit purportedly revived its previous WLLZ Detroit's Wheels branding as a classic rock station. However, in the midst of playing "Welcome to the Jungle" by Guns N' Roses, the song was interrupted by a sequence referencing Kanye West's interruption of a Taylor Swift acceptance speech at the 2009 MTV Video Music Awards. The bait-and-switch led into a soft launch of a CHR format under the branding 98.7 Takeover. After a promotion over the weekend where listeners were asked to guess the station's new branding, WVMV officially launched its new format as 98.7 Amp Radio the following Monday.[54][55]
  • On January 7, 2019, country station KSED/Sedona began stunting with a speaking clock counting down to 6:00 a.m. on January 14, 2019. The stunt—which led into a rebranding with no change in format—prompted the Flagstaff Police Department to issue a statement clarifying that, despite concerns from residents, this was a promotional event with no harm intended.[56][57]
  • From March 27 to late-May 2020, CHR station WFLC/Miami, Hits 97.3, rebranded as Quarantine Radio. In adherence to the stay-at-home order issued by Florida due to the COVID-19 pandemic, all on-air personalities worked from home, and the station also broadcast commercial-free workout mixes at 9 a.m. and 5 p.m. daily, hosted by the station's nighttime host. In late-May, the Quarantine Radio branding was dropped and the station promoted itself as being "under construction", before re-launching the Hits format on June 3 with a new on-air lineup.[58][59]

On televisionEdit

Cartoon Network has broadcast its share of stunts over the years, many on April Fools' Day. On April 1, 1997, the network broadcast the Screwy Squirrel cartoon "Happy-Go-Nutty" for 12 hours straight, after the network's studios were purportedly hijacked by the character.[60] Numerous complaints were received about this particular event, generally fielded by Cartoon Network's cable providers, who had been left in the dark about the stunt.[60] On December 22, 2013, Nickelodeon Australia also had a similar stunt but was due to a major programming outage. Nickelodeon Australia had to abandoned normal programming due to a flurry of technical difficulties. The network began stunting with episodes of SpongeBob for 24 hours straight with a commercial after every full episode saying that "We've got a problem, SpongeBob will be taking over the show until it's resolved." Like Cartoon Network's Screwy Squirrel hijack, numerous amount of complaints were received. Footage of the technical issue was mostly lost except for a photo of the commercial with a picture of SpongeBob with an extremely scared look on his face with text reading "We've got a problem" in huge capital letters.[61]

Cartoon Network's late-night block Adult Swim has held a number of their own April Fools' programming stunts, such as promoting a television premiere of Aqua Teen Hunger Force Colon Movie Film for Theaters before its theatrical release (but only showing it in a comically-small picture-in-picture display over regularly-scheduled programming instead), airings of the Tommy Wiseau film The Room, an airing of The Room that segued into a one-off revival of Cartoon Network's former anime block Toonami (which was later re-launched within Adult Swim), and an airing of Toonami with all programming in Japanese audio with subtitles rather than an English dub. The stunts have sometimes included unannounced previews and premieres of new and existing series, such as additional episodes of Perfect Hair Forever after its supposed series finale, the third season premiere of Rick and Morty, bumpers featuring various previews hosted by rapper Post Malone in 2020, and during the aforementioned Toonami in Japanese stunt, an unannounced world premiere of the first episode of FLCL's third season FLCL Alternative before its second season Progressive had even premiered in the U.S. yet.[62][63][64][65][66]

Nick Jr. Too, a sister to the British Nick Jr. channel, has occasionally aired long-term marathons of Peppa Pig, during which it has branded as "Nick Jr. Peppa".[67] In a similar manner, Sky Sports has also temporarily rebranded some of its channels to devote them specifically to certain major events, such as The Ashes series in cricket (Sky Sports Ashes),[68] the PDC World Darts Championship (Sky Sports Darts; in 2015, this used the Sky Sports F1 channel, since Formula One was in its off-season),[69][70] and golf's Open Championship (Sky Sports The Open).[71] In January 2019, Sky Sports Action was temporarily renamed "Sky Sports USA", with programming focusing on the National Basketball Association for the NBA Global Games series in London, and the National Football League playoffs and Super Bowl LIII.[72][73]

At least two networks have used stunting-type events prior to their formal launches: MLB Network, for example, aired a continuous loop of baseball highlights and promos as a "soft launch" in the weeks before its formal debut on January 1, 2009, while Canada's Sun News Network employed an on-screen countdown clock graphic in the hours before its April 18, 2011, launch.[74]

Since 2017, one of ESPN's networks has stunted as "ESPN8" on or near August 8 (8/8), carrying a marathon of programming featuring obscure and unconventional sporting events and competitions, such as chess boxing, disc golf, dodgeball, esports, Highland games, kabaddi, lawn mower racing, mini-golf, and roller derby. The stunt pays tribute to the fictitious portrayal of an eighth ESPN network in the 2004 sports comedy film DodgeBall: A True Underdog Story, nicknamed "The Ocho" (in reference to ESPN2 being nicknamed "The Deuce" on launch), which carried coverage of events (such as dodgeball) that were "almost a sport". The stunt was originally held on ESPNU—a channel that normally carries college sports events during the academic year, but moved to ESPN2 beginning in 2018. DodgeBall has also been screened as part of this lineup since 2018.[75][76][77][78][79]

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