The death of a 28 year-old mother-of-three in a competition run by a Californian radio station entitled "Hold your wee for a Wii" is genuinely tragic.

Hopefully, it will be a wake-up call to breakfast radio people everywhere to realise that you don't have to treat listeners like idiots - or expendible statistics - to be successful.

There's one broadcasting company in Sacramento that hopefully is going to be put out of business for being so tragically reckless.