Houston's newest news radio station has gone bottoms up, but its what the station will be playing next that is really getting attention.
KROI will no longer be covering local news and politics and will instead play Beyonce 24/7. Yep, you heard that right.
The station released a statement on its website saying poor ratings and significant financial loss lead to the decision to rebrand.
But the decision to play Beyonce instead? That's got to be a publicity move, right?
Slate explains the station is likely doing something called "stunting," a move common in public radio. "Stunting" works by generating a lot attention through a somewhat odd rebranding to generate a large audience.
The article pointed to a San Francisco station playing Nelly's "Hot In Herre" around the clock to get listeners back in May.
This highly-publicized rebranding has some wondering is this an indication of where local radio news is going.
For the past decade or so, radio has been dropping in popularity as a news source. So, things weren't looking good from the outset when the station started up its news program three years ago.
The station has not said whether its Beyonce 24/7 programming is permanent or if this is a short-term affair.