Stunting (broadcasting) explained

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, format, or as a soft launch for a newly-established station. 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, or a novel theme that would not be viable as a permanent format), 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 Fools' 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, playlist, or other content on a continuous loop:[1]

Temporary formats

Occasionally a station dropping an old format will stunt with a transitional format, either containing hints towards 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.[25] [26]

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 by stations as a transition period between formats.[57] However, the ensuing format change can still occur before the end of the holiday season. Christmas music is sometimes used as a more blatant stunt format outside of the holiday season (in a similar spirit to ironic "Christmas in July" promotions).[58]

Other

On television

Cartoon Network has broadcast its share of stunts over the years, many on April Fools' Day. On April 1, 1997, the network aired a stunt where it had purportedly been taken over by Screwy Squirrel, and subsequently broadcast the Screwy Squirrel cartoon "Happy-Go-Nutty" for 12 hours straight.[85] 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. Later April Fools' Day stunts on Cartoon Network have included an 11 hour Cow and Chicken marathon in place of a scheduled Chowder marathon on April 1, 2009, and 14 hours of programming edited to have googly eyes on April 1, 2017.[86]

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 displaying it in a comically-small window over regularly-scheduled programming), airings of the cult Tommy Wiseau film The Room, episodes of Aqua Teen Hunger Force and Rick and Morty redubbed by children and edited to be family-friendly ("Adult Swim Junior"),[87] a one-off revival of Cartoon Network's former action and anime block Toonami (which later relaunched under the auspices of Adult Swim), an airing of Toonami with programs in their original Japanese audio with subtitles (including Masaaki Yuasa's 2004 experimental film Mind Game) rather than an English dub,[88] and preceding an announced season 2 premiere of Smiling Friends with live action remakes of season 1 episodes using puppets.[89] 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 an unannounced world premiere of the first episode of FLCLs third season before its second season had even premiered in the U.S. yet.[90] [91] [92] [93]

For 35 days in early-1998, Birmingham, Alabama's CBS affiliate WBMG—which had recently been acquired by Media General—stunted during some of the timeslots of its local newscasts with a clock counting down to a major relaunch of the station (and its fledgling news department) on February 5.[94] [95] [96]

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".[97] 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),[98] 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),[99] [100] and golf's Open Championship (Sky Sports The Open).[101] In January 2019, Sky Sports Action was temporarily renamed "Sky Sports USA", with programming focusing on the National Basketball Association (coinciding with the playing of the NBA Global Games series in London), and the National Football League playoffs and Super Bowl LIII.[102] [103]

At least three networks have used stunting-type events prior to their formal launches: G4, for example, aired a 7 day long game of Pong before its formal debut on April 24, 2002.[104] This stunt would later be referenced by the network's sign-off December 31, 2014, as well as in the video announcing its 2021 return.[105] [106] MLB Network aired a continuous loop of baseball highlights and promos as a "soft launch" in the weeks before its formal debut on January 1, 2009. Canada's Sun News Network employed an on-screen countdown clock graphic in the hours before its April 18, 2011, launch.[107]

Since 2017, one of ESPN's networks has stunted as "ESPN8: The Ocho" on or near August 8 (8/8), carrying a marathon of programming featuring sporting events and competitions that are either obscure or unconventional, such as chess boxing, disc golf, dodgeball, esports, Highland games, kabaddi, lawn mower racing, mini-golf, and roller derby. The stunt pays tribute to a fictitious ESPN channel of the same name portrayed 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 carries coverage of competitions that are "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. The film itself has sometimes been screened as part of this lineup as well.[108] [109] [110] [111] [112]

Notes and References

  1. Web site: Radio Stunting: Music Stations Repeat One Song All Day, from Performers Such as Led Zeppelin, R.E.M., Kid Rock and More. 2015-01-01. Music Times. en. 2020-04-03.
  2. Why Is a Radio Station Playing 'Hot in Herre' on an Endless Loop?. Rolling Stone. 2018-03-22.
  3. News: Bay Area Latino radio station 105.7 won't stop playing Nelly's 'Hot in Herre'. 2014-03-15. SFGate Blog. 2018-03-22. en-US.
  4. News: How #Nelly1057 Became A Viral Sensation. 2014-03-16. RadioInsight. 2018-03-22. en-US.
  5. Web site: Lindeman . Tracey . June 29, 2022 . Mystery as Canadian radio station plays Rage Against the Machine song nonstop . June 30, 2022 . The Guardian.
  6. Mier . Tomás . June 29, 2022 . After DJ Layoffs, a Radio Station Has Been Playing Rage Against the Machine Over and Over and Over . June 30, 2022 . Rolling Stone.
  7. News: Chan . Cheryl . June 29, 2022 . Vancouver's KiSS FM has been playing Rage Against the Machine on repeat. Why? . en-CA . Vancouver Sun . June 29, 2022.
  8. Web site: Thiessen . Connie . June 30, 2022 . Rogers expands SONiC RADiO to Vancouver and the Fraser Valley . June 30, 2022 . Broadcast Dialogue.
  9. Web site: Ross . Sean . July 5, 2022 . The Greatest Radio Stunt Ever . July 5, 2022 . RadioInsight.
  10. Book: Billboard. Nielsen Business Media, Inc.. 0006-2510. 44. 2014-12-10. 1955-02-26.
  11. Web site: The Bizarre Demise of Mighty 690 . Bruce . Tognazzini . AskTog.com.
  12. News: 1994-05-03. You can relax: Louie is gone. 11. The Post-Crescent. 2020-07-18.
  13. News: Indie88, Toronto's newest radio station, puts the listener in charge. August 1, 2013. National Post. July 31, 2013. https://archive.today/20130801090307/http://arts.nationalpost.com/2013/07/31/indie88-torontos-newest-radio-station-puts-the-listener-in-charge/. August 1, 2013. dead.
  14. Web site: Venta. Lance. October 8, 2020. KFOW ties its train down, sport. October 8, 2020. Radio Insight.
  15. News: KOKE-FM Returning To Austin. 2012-07-04. RadioInsight. 2018-06-11. en-US.
  16. Web site: Double J pays homage to past with Express Yourself stunt. Vincent. Peter. 2014-04-28. The Age. en. 2018-03-22.
  17. Web site: Express yourself: The day Triple J played the same N.W.A. song 82 times in a row. Casimir. Paul Chamberlin and Jon. 2015-09-02. The Sydney Morning Herald. en. 2018-03-22.
  18. Here's one for the books . Johns Hopkins Gazette . 24 . 38 . June 26, 1995.
  19. Web site: 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. 21 December 2012 . 14 July 2016.
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  28. February 9, 1996 . More NY -L.A. Stories . R&R . April 15, 2021.
  29. February 17, 1996 . Jacor Climbs On The Buying Bandwagon; Mancow Takes WYNY Into Format Limbo . Billboard . Nielsen Business Media, Inc. . 96 . April 19, 2023.
  30. Web site: Christian music station switches to 'all-sex' content. Associated Press. 2006-07-28. Houston Chronicle. 2019-04-07.
  31. Web site: Pro Active Goes Porn Radio On KFYE. All Access. en. 2019-04-07.
  32. Web site: Some Sexy Fresno Fun. All Access. en. 2019-04-07.
  33. Web site: Some Sexy Fresno Fun . 2019-04-07 . All Access . en.
  34. News: Venta . Lance . February 28, 2023 . WLYK Hits A Pole . RadioInsight . February 28, 2023.
  35. Web site: 2023-03-02 . There's a New Stripper Radio Station in Kingston, ON . 2023-03-23 . Exclaim!.
  36. News: March 17, 2023 . WLYK Targets Kingston As "Lake-FM" . RadioInsight . March 17, 2023.
  37. Web site: Dellecese . Dave . 2009-05-18 . Just a publicity stunt - KISS FM remains on air despite weekend claims . dead . https://web.archive.org/web/20090521103548/http://www.wktv.com/news/local/45294832.html . 2009-05-21 . 2009-05-18 . WKTV.
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  39. Web site: 2010-08-18. Glee FM becomes Glide FM. 2020-05-20. RadioToday. en-GB.
  40. Web site: Smooth jazz, Brew and Radio Now recap. 2021-03-03. Milwaukee Journal-Sentinel.
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  44. Web site: 2023-07-19 . KBAY To Go All Taylor Swift This Weekend . 2023-07-28 . RadioInsight . en-US.
  45. News: KSON Is Now 'George-FM' . en . All Access . 2018-02-28.
  46. Web site: KBAY/KKDV (Bay Country 94.5/92.1)/San Jose To Transform Into 'Tay Bay' For Taylor Swift Shows . 2023-07-28 . All Access . en.
  47. Web site: Shetty. Sharan. 2014-10-09. The Houston Radio Station Playing Only Beyoncé Isn't Quite As Crazy As It Sounds. 2020-04-03. Slate Magazine. en.
  48. News: 2018-03-01. 97.3 The Machine San Diego Debuts. en-US. RadioInsight. 2018-03-02.
  49. News: KEGY (Energy 97.3)/San Diego Turns Off The Top 40, Rocks Out In Prep For New Format. en. All Access. 2018-03-02.
  50. Web site: KDOG Becomes Kung Pao 96.7, Plays The (Chinese) Classic Hits. All Access. en. 2019-01-13.
  51. Web site: Believe It Or Not ... 'Kung Pao 100.5 FM' Was A Stunt. All Access. en. 2019-01-13.
  52. Web site: Sudbury, Ontario station CIGM stunted to Kung Pao. https://web.archive.org/web/20090827095230/http://www.kungpaoradio935.com/. dead. 2009-08-27. All Access. en. 2020-10-19.
  53. Web site: WVWF stunted as "Trump 105.1". 2016-09-16. RadioInsight. en-US.
  54. Web site: WDRC's new translator W277DT launches with "Trump" branding. 2019-05-10. RadioInsight. en-US.
  55. News: Krasselt . Kaitlyn . May 13, 2019 . 'Trump 103.3' coming to CT as WDRC radio briefly rebrands . May 14, 2019 . New Haven Register.
  56. Web site: Hits 95.7 Debuts In Denver. 2021-07-26. RadioInsight. en-US.
  57. News: Radio station takes down the tree . Saskatoon Star-Phoenix . dead . 11 March 2016 . https://web.archive.org/web/20160320030155/http://www.canada.com/story.html?id=ea2e5bed-7be4-46b7-8614-1d47379b94c9 . 20 March 2016.
  58. News: 'Tis the Season for Format Flips.. Insideradio.com. 2018-05-09. en.
  59. News: KMPS Christmas Flip Fuels Talk Of Post-Holiday Changes. . en . Insideradio.com . 2018-05-09.
  60. News: Seattle radio's king of country goes soft rock . . 2017-12-09.
  61. Web site: 13 November 2018 . 98.7 swaps pop hits for soft contemporary as The Breeze . 2018-11-17 . Crain's Detroit Business . en.
  62. News: New station jingles all the way . Saskatoon Star-Phoenix . Postmedia . dead . 11 March 2016 . https://web.archive.org/web/20160320024644/http://www.canada.com/story.html?id=2b3f4df6-2c4d-452c-848b-69cfed580c53 . 20 March 2016.
  63. Web site: 96.3 Cruzes in Saskatoon . 11 March 2016 . Radio Insight.
  64. Web site: Saskatoon radio station lays off staff . 11 March 2016 . CBC News.
  65. Web site: 2011-03-25 . 95.7 The Sound Edmonton Gets Lite - RadioInsight . 2023-08-07 . en-US.
  66. News: All-Christmas radio moves to classic rock. Duluth News-Tribune. 2018-06-07. en.
  67. News: Duluth radio station switches from sports to Christmas music.... Duluth News-Tribune. 2018-06-07. en.
  68. News: Duluth Radio Station Claims Permanent Switch To Year-Round Christmas Music. CBS Minnesota. 2015-10-02. 2018-05-09. en.
  69. Web site: WURV (103.7 Play)/Richmond Is (Not) Our First Christmas Station . 2021-03-05 . All Access . en.
  70. Web site: WURV Comes Clean Over Christmas Stunt . 2021-03-05 . RadioInsight . en-US.
  71. Web site: On The 125th Day Of Christmas Music, Why Is WJSR Still In Holiday Mode?. 2021-03-02. RadioInsight. en-US.
  72. Web site: WJSR Goes All-Christmas As Santa 100.9. 2021-03-02. RadioInsight. en-US.
  73. Web site: SummitMedia Makes Double Flip In Richmond. 2021-03-05. RadioInsight. en-US.
  74. Web site: 2018-10-19 . Live 95.5 Portland To Get Evil With Halloween Music . 2023-06-13 . RadioInsight . en-US.
  75. Web site: KOLT Country 107.5 Flagstaff Revamps As The New KOLT. 2019-01-15. RadioInsight. en-US. 2019-01-15.
  76. Web site: 'What is going on with 107.5 in Flagstaff?': Radio station's eerie marketing campaign stirs confusion. azcentral. en. 2019-01-11.
  77. News: 2018-10-31 . 106.1 Kiss-FM Seattle Relaunches Dead Serious About Finding New Morning Host . en-US . RadioInsight . 2018-11-01.
  78. News: KBKS (106.1 Kiss FM)/Seattle Jockless And Stunting . en . All Access . 2018-11-01.
  79. News: KBKS/Seattle Goes Under Construction, Calls Out For New On-Air Talent . en . All Access . 2018-11-01.
  80. News: 2020-07-27 . Jubal Lands in Seattle . en-US . Radio Ink . 2020-07-27.
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  82. Web site: 2020-08-20 . KBKS Becomes Hits 106.1 As Jubal Show Launches . 2020-08-21 . RadioInsight . en-US.
  83. Web site: 2020-06-03. Hits 97.3 Miami Completes Station Rebuild. 2020-06-03. RadioInsight. en-US.
  84. Web site: 2020-03-27. WFLC Temporarily Becomes 97.3 Quarantine Radio. 2020-06-03. RadioInsight. en-US.
  85. News: Bennett. Sara J.. 1997-04-02. April Fool! TV viewers go nutty. 1. The Springfield News-Leader. 2020-07-28.
  86. Happy #AprilFools . 848142960143339522 . cartoonnetwork . https://web.archive.org/web/20220702055517/https://twitter.com/cartoonnetwork/status/848142960143339522 . Jul 2, 2022 . 21 July 2023 . en . limited . live .
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  89. Web site: 2024-01-01 . April Fools’ Day Treat: ‘Smiling Friends’ Serves Up Puppet-Animated Episodes and Season Two Reveal . 2024-04-02 . Animation Magazine.
  90. Web site: Osborn . Alex . 2018-03-31 . FLCL: Alternative Stealth Debuted on Toonami for April Fool's Day . 2019-04-03 . IGN . en-US.
  91. Web site: Cobb . Kayla . April 18, 2017 . 10 of The Craziest And Most Controversial Things Adult Swim Has Done . live . https://web.archive.org/web/20170718140257/https://decider.com/2017/04/18/crazy-and-controversial-adult-swim-moments/ . July 18, 2017 . July 18, 2017 . Decider . . mdy-all.
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