Near the end of February and into the first week of March, K-LOVE promoted the movie The Shack on air. It had all of the trappings of a paid promotional campaign, complete with a ticket giveaway contest. However, many K-LOVE listeners were not amused (e.g., Tim Challies), viewing The Shack as promoting heresy.
In response, K-LOVE discontinued the promotion. The announcement was low-key and in response to a listener post on the K-LOVE Facebook page:
Thanks for sharing your concerns, Julie. We discontinued this promotional earlier this week and are no longer airing it. If you do have any questions or concerns about our biblical values, you’re more than welcome to call our K-LOVE pastors at 1-800-525-5683.
Just a few days prior to yesterday, K-LOVE defended the promotion but the reaction may have been strong enough to change their minds.
While I cannot be sure, I think the promotion was probably about to end anyway since the ticket giveaway campaign ended on March 5. I wrote K-LOVE about the details but did not hear anything back.
K-LOVE can be responsive to listeners when the leaders perceive it will impact them. I will be watching their Spring fund drive to see if they modify any of their claims to make the promotion more transparent.