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 they normally play.

Stunting is typically used to generate publicity and audience attention for upcoming changes to a station's programming, such as a 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 examples

Continuous loop

A station may stunt by repeating the same song or songs over and over on a continuous loop:[1]

  • The song(s) in question are commonly in relation to the coming format or branding; in March 2014, San Francisco's KVVF and KVVZ stunted for three days with a loop of "Hot in Herre" by Nelly, which led into their impending flip from a Spanish format to rhythmic contemporary Hot 105.7. The stunt notably attracted mainstream media attention, with the hashtag "#nelly1057" being used to discuss the event on Twitter.[2][3][4]
  • Oftentimes the song chosen for the loop does not pertain to either the old or new format:
    • The earliest example is WNOE-AM, New Orleans, which in one of the oldest radio stunts recorded when it launched its Top 40 format in early 1955, it stunted by playing the record "Shtiggy Boom" by The Nuggets nonstop for 58 hours and 45 minutes.[5] The more prime example came in 1961, the record amount of stunting broke WNOE's record when XEAK, San Diego/Tijuana, played "Mope-itty Mope" by The Bosstones for 72 hours straight before unveiling an all-news format, one of the first such radio formats in North America.[6]
    • In late-April 1994, WMGV/Winneconne stunted with a loop of 21 different versions of the song "Louie Louie" as Louie 103.9, before launching a new oldies format on May 3.[7]
    • In a reference to the Rickroll meme, the new Toronto radio station CIND-FM played a loop of Rick Astley's "Never Gonna Give You Up" prior to its official launch as Indie 88.[8]
  • For four days before the July 8, 2012, relaunch of KOKE-FM/Austin — a station which popularized progressive country in the early 1970s, a live recording of Dale Watson's "Country My Ass" played in a continuous loop. This example of stunting is notable for the station-specific nature of the song's lyrics; Watson re-recorded the song for the occasion, adding a new coda in which he sings, "Now Austin's on track, 'cause KOKE-FM's back."[9]
  • In May 1990, the staff of Australian Broadcasting Corporation radio station Triple J engaged in an industrial action, protesting the suspension of its news director for playing a clip of the N.W.A. song "F*** tha Police" in a segment discussing its subject matter (despite the full song having been played by the station without incident). During the action, Triple J played another N.W.A. song, "Express Yourself", 82 times in a row. On April 28, 2014, in an homage to the event, ABC Dig Music began stunting with a loop of "Express Yourself" (including covers of the song by Australian musicians) to lead into its flip to Triple J's new sister station Double J on April 30.[10][11]
  • WJMP/Kent, OH, in a protest over the Major League Baseball players' strike, played 2 versions of "Take Me Out to the Ball Game" continuously, sunrise-to-sunset (the station operates only during daytime hours), for 2 months (and 57,161 total plays) from August to October 1994. The stunt merited WJMP an entry in the Guinness Book of Sports Records.[12]
  • In honor of the alleged Mayan apocalypse, modern rock station CFEX-FM/Calgary stunted with a loop of R.E.M.'s song "It's The End Of The World As We Know It (And I Feel Fine)" on December 21, 2012, accompanied by "Apocalypse Survival Tips" and "Get to Know a Mayan" segments.[13]
  • Prior to its August 26, 2019 flip to a sports talk format affiliated with Fox Sports Radio, WDAS/Philadelphia stunted with a loop of the NFL on Fox theme music over the preceding weekend. The change in format was announced in advance of the flip.[14]

Temporary formats

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 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 overlaid with moaning sound effects. The stunt led into its relaunch as rhythmic adult contemporary Sexy 106.3.[15][16][17]
  • 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 2 hours before WSKS management came clean, restored the CHR format, and confirmed the stunt was a way to promote the station's new lineup.[18]
  • 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).[19] 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.[20]
  • 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 implying use of the brand Now. However, competing station WQBW abruptly flipped to the same format as 97.3 Now, preventing WJZX from using the name. 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).[21]
  • 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.[22]
  • 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.[23]
  • KEGY/San Diego used an unbranded 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.[24][25]
  • Multiple stations have stunted with Chinese music under the branding Kung Pao, such as KDOG (which led into a flip to classic hits) and WVHT (which led into its re-launch as CHR Hot 100).[26][27]

Christmas music

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.[28][29]

  • As a soft launch in April 2008, Saskatoon's new radio station CFWD-FM briefly stunted with Christmas music as Santa FM, accompanied by a promotional campaign in which publicists in Santa Claus costumes paraded through the city. The station officially launched as CHR Wired 96.3. 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.[28][30][31][32]
  • 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.[33][34][35]
  • 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.[36][37] 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, before becoming The Breeze three days later).[38]
  • In March 2020, some radio stations in the United States began playing Christmas music to boost morale during the COVID-19 pandemic, including KEZK-FM in St. Louis[39] and WNIC in Detroit.[40]

Other
  • On October 2, 2009, following a half-hour retrospective marking the end of its smooth jazz format, WVMV/Detroit purportedly revived its previous Detroit's Wheels WLLZ 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 which led into a soft launch of its new CHR format, under the branding 98.7 Takeover. After a publicity campaign over the weekend (including listeners being asked to guess the station's new branding), WVMV officially launched its new format as 98.7 Amp Radio the following Monday.[41][42]
  • 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.[43][44]
  • 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 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.[45][46]

On television

Cartoon Network has broadcast its share of stunts over the years, many on April Fools' Day. In 1997, it showed the Screwy Squirrel short "Happy-Go-Nutty" for 12 hours, repeated in a loop, with the tongue-in-cheek claim that Screwy had taken over the programming studio and would show nothing else.[47] 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.[47] Likely because of the backlash, Cartoon Network has not shown such an unannounced stunt of this magnitude since. Meanwhile, Adult Swim (a programming block of Cartoon Network) 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 (in a comically-small picture-in-picture display over regularly-scheduled programming); airings of the Tommy Wiseau film The Room, one airing in 2012 being cut off by a then one-off revival of Cartoon Network's former anime block Toonami; and an airing of Toonami (now a sub-block of Adult Swim) with all programming presented in subtitled Japanese 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, 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.[48][49][50][51]

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".[52] 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),[53] 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),[54][55] and golf's Open Championship (Sky Sports The Open).[56] 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.[57][58]

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.[59]

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 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.[60][61][62][63][64]

gollark: I've never written that.
gollark: They do have more brackets though, sadly.
gollark: Even my (Node.)JS programs are probably faster.
gollark: Of course. It's Haskell.
gollark: *sigh*

References
  1. Times, Music (2015-01-01). "Radio Stunting: Music Stations Repeat One Song All Day, from Performers Such as Led Zeppelin, R.E.M., Kid Rock and More". Music Times. Retrieved 2020-04-03.
  2. "Why Is a Radio Station Playing 'Hot in Herre' on an Endless Loop?". Rolling Stone. Retrieved 2018-03-22.
  3. "Bay Area Latino radio station 105.7 won't stop playing Nelly's 'Hot in Herre'". SFGate Blog. 2014-03-15. Retrieved 2018-03-22.
  4. "How #Nelly1057 Became A Viral Sensation". RadioInsight. 2014-03-16. Retrieved 2018-03-22.
  5. Billboard. Nielsen Business Media, Inc. 1955-02-26. p. 44. ISSN 0006-2510. Retrieved 2014-12-10.
  6. Tognazzini, Bruce. "The Bizarre Demise of Mighty 690". AskTog.com.
  7. "You can relax: Louie is gone". The Post-Crescent. 1994-05-03. p. 11. Retrieved 2020-07-18.
  8. "Indie88, Toronto's newest radio station, puts the listener in charge". National Post. July 31, 2013. Archived from the original on August 1, 2013. Retrieved August 1, 2013.
  9. "KOKE-FM Returning To Austin". RadioInsight. 2012-07-04. Retrieved 2018-06-11.
  10. Vincent, Peter (2014-04-28). "Double J pays homage to past with Express Yourself stunt". The Age. Retrieved 2018-03-22.
  11. Casimir, Paul Chamberlin and Jon (2015-09-02). "Express yourself: The day Triple J played the same N.W.A. song 82 times in a row". The Sydney Morning Herald. Retrieved 2018-03-22.
  12. "Here's one for the books". Johns Hopkins Gazette. 24 (38). June 26, 1995.
  13. "Calgary Radio Station X92.9 Plays 'It's The End Of The World' By R.E.M. All Day To Mark Mayan Calendar". Huffington Post. AOL. Retrieved 14 July 2016.
  14. "Philly's 'Gambler' Declares Itself The 'Future Of Sports Talk Radio.'". Insideradio.com. Retrieved 2019-12-31.
  15. "Christian music station switches to `all-sex' content". Houston Chronicle. Associated Press. 2006-07-28. Retrieved 2019-04-07.
  16. "Pro Active Goes Porn Radio On KFYE". All Access. Retrieved 2019-04-07.
  17. "Some Sexy Fresno Fun". All Access. Retrieved 2019-04-07.
  18. Dellecese, Dave (2009-05-18). "Just a publicity stunt - KISS FM remains on air despite weekend claims". WKTV. Archived from the original on 2009-05-21. Retrieved 2009-05-18.
  19. Schneider, Michael (2010-04-13). ""Glee" comes to radio, via "Glee FM"". Variety. Retrieved 2020-05-20.
  20. "Glee FM becomes Glide FM". RadioToday. 2010-08-18. Retrieved 2020-05-20.
  21. Dudek, Duane (June 2, 2010). "Ratings games spur radio identity crisis". Milwaukee Journal Sentinel.
  22. "WEMP/New York Wakes Up With News Friday". All Access Music Group. August 12, 2011.
  23. Shetty, Sharan (2014-10-09). "The Houston Radio Station Playing Only Beyoncé Isn't Quite As Crazy As It Sounds". Slate Magazine. Retrieved 2020-04-03.
  24. "97.3 The Machine San Diego Debuts". RadioInsight. 2018-03-01. Retrieved 2018-03-02.
  25. "KEGY (Energy 97.3)/San Diego Turns Off The Top 40, Rocks Out In Prep For New Format". All Access. Retrieved 2018-03-02.
  26. "KDOG Becomes Kung Pao 96.7, Plays The (Chinese) Classic Hits". All Access. Retrieved 2019-01-13.
  27. "Believe It Or Not ... 'Kung Pao 100.5 FM' Was A Stunt". All Access. Retrieved 2019-01-13.
  28. "Radio station takes down the tree". Saskatoon Star-Phoenix. Archived from the original on 20 March 2016. Retrieved 11 March 2016.
  29. "'Tis the Season for Format Flips". Insideradio.com. Retrieved 2018-05-09.
  30. "New station jingles all the way". Saskatoon Star-Phoenix. Postmedia. Archived from the original on 20 March 2016. Retrieved 11 March 2016.
  31. "96.3 Cruzes in Saskatoon". Radio Insight. Retrieved 11 March 2016.
  32. "Saskatoon radio station lays off staff". CBC News. Retrieved 11 March 2016.
  33. "All-Christmas radio moves to classic rock". Duluth News-Tribune. Retrieved 2018-06-07.
  34. "Duluth radio station switches from sports to Christmas music..." Duluth News-Tribune. Retrieved 2018-06-07.
  35. "Duluth Radio Station Claims Permanent Switch To Year-Round Christmas Music". CBS Minnesota. 2015-10-02. Retrieved 2018-05-09.
  36. "KMPS Christmas Flip Fuels Talk Of Post-Holiday Changes". Insideradio.com. Retrieved 2018-05-09.
  37. "Seattle radio's king of country goes soft rock". Seattle Post-Intelligencer. Retrieved 2017-12-09.
  38. "98.7 swaps pop hits for soft contemporary as The Breeze". Crain's Detroit Business. Retrieved 2018-11-17.
  39. "KEZK brings holiday cheer to those in quarantine by kicking off 'Christmas in March'". 102.5 KEZK. 2020-03-19. Retrieved 2020-03-21.
  40. "100.3 WNIC bringing back Christmas music to lift spirits amid coronavirus emergency". FOX 2 Detroit. 2020-03-20. Retrieved 2020-03-21.
  41. "Metro Detroit: Newsmakers Oct. 2, 2009". Michiguide.com. Retrieved 2020-06-12.
  42. "Amp Radio 98.7 Detroit Launches". RadioInsight. 2009-10-05. Retrieved 2020-06-12.
  43. "KOLT Country 107.5 Flagstaff Revamps As The New KOLT". RadioInsight. 2019-01-15. Retrieved 2019-01-15.
  44. "'What is going on with 107.5 in Flagstaff?': Radio station's eerie marketing campaign stirs confusion". azcentral. Retrieved 2019-01-11.
  45. "Hits 97.3 Miami Completes Station Rebuild". RadioInsight. 2020-06-03. Retrieved 2020-06-03.
  46. "WFLC Temporarily Becomes 97.3 Quarantine Radio". RadioInsight. 2020-03-27. Retrieved 2020-06-03.
  47. Bennett, Sara J. (1997-04-02). "April Fool! TV viewers go nutty". The Springfield News-Leader. p. 1. Retrieved 2020-07-28.
  48. "Internet Reacts To Toonami's April Fool's Day Anime Stunt". ComicBook.com. Retrieved 2019-04-03.
  49. Osborn, Alex (2018-03-31). "FLCL: Alternative Stealth Debuted on Toonami for April Fool's Day". IGN. Retrieved 2019-04-03.
  50. Cobb, Kayla (April 18, 2017). "10 of The Craziest And Most Controversial Things Adult Swim Has Done". Decider. New York Post. Archived from the original on July 18, 2017. Retrieved July 18, 2017.
  51. Matar, Joe. "Rick and Morty Season 3 Episode 1 Review: The Rickshank Rickdemption". Den of Geek. Archived from the original on April 4, 2017. Retrieved June 4, 2017.
  52. Wallop, Harry (2013-10-08). "Dad of four: a family united by Peppa Pig". The Telegraph. Retrieved 2013-12-01.
  53. "The Ashes 2013: Sky Sports dedicates channel to the Ashes". Sky Sports. 13 June 2013.
  54. "Sky Sports Darts returns for PDC World Championship". Retrieved 15 November 2015.
  55. Briel, Robert (15 November 2014). "Sky Sports launches darts channel". Broadband TV News. Retrieved 18 February 2015.
  56. "Sky dedicates channel to The Open, does U-turn on channel numbers". Retrieved 1 June 2016.
  57. "Sky launching dedicated American sports channel". Digital TV Europe. 20 December 2018. Retrieved 22 December 2018.
  58. Mann, Colin. "Sky Sports USA pop-up channel". advanced-television.com. Retrieved 22 December 2018.
  59. Ladurantaye, Steve (April 18, 2011). "Sun News Network launches with anchor as Sunshine Girl". The Globe and Mail.
  60. "ESPN is creating ESPN8: 'The Ocho' for one glorious day". SB Nation. Retrieved 2017-08-18.
  61. Rosenthal, Phil. "'ESPN8: The Ocho' to replace ESPNU — if only for a day". Chicago Tribune. Retrieved 2017-08-28.
  62. Steinberg, Brian (August 8, 2018). "Bold strategy, Cotton: Inside ESPN's crazy plans to turn 'The Ocho' into a business". Variety. Retrieved August 8, 2018.
  63. Morona, Joey (2019-08-06). "ESPN8: The Ocho returns with pizza dough throwing, sign spinning, lawn mower races and more weird sports". Cleveland.com. Retrieved 2019-08-15.
  64. Daniels, Tim. "ESPN8 The Ocho: Top Highlights, Funny Reaction, Schedule for Wednesday's Events". Bleacher Report. Retrieved 2019-08-15.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.