RadioShack Kicks Off Name Change with Vulgar Radio Show

Today begins the big re-launch of RadioShack. The stale old corporate name will become The Shack.

To promote the new moniker, RadioShack is holding events in San Francisco and New York today through Aug. 8.

And then there's the Web site radioshack.com/theshack. You'd think the site would impart interesting information about the new concept for the old corner store.

Instead, however, the site is streaming live audio and video from The Shack events on both coasts.

No, it's not a discussion about electronics or RadioShack or anything interesting. It's a radio show (of all things) hosted by some obnoxious, vulgar personalities that would put Howard Stern to shame.

I listened for about 10 minutes, of which 90 percent of the discussion had to do with female body parts. The rest was mostly about the sexual escapades of the female shock jock. Oh, and there was a riff on enemas, including an interview with a passerby about coffee enemas.

"Give that man a RadioShack gift card," one of the hosts said.

So this is how RadioShack is reinventing itself? I'm no prude, but I wouldn't be too happy about this if I were a RadioShack share holder.

UPDATE: The radio show is Alice 97.3 in San Francisco. I caught the "Sarah and Vinnie Show."

UPDATE2: Ironic that RadioShack is changing its name at a time when radio is enjoying an upsurge, and that the company kicked off the launch with a talk radio show.

UPDATE3: OK, you tell me if I'm overreacting. You can find the offending .(JavaScript must be enabled to view this email address) Morning Show segment here The really immature sex talk happens at segment 6/11. Sorry, I think the enemas conversation happens in a later segment.