Media commentators were scratching their heads in disbelief today as they tried to understand how the latest TV "reality" show, Sunday's Dancing On Ice, made headlines in this morning's papers.
The Daily Star was prominent in its coverage.
"Bronze Rage" screamed its headline over a story about serial reality backslider Kerry Katona and pal, Laura Hamilton, selfishly using up all the oil at a tanning booth.
Apparently, she "jumped the queue for a spray tan, even stripping naked to make sure she looked good for the launch show."
Former Fleet Street editor, now a top media consultant, Colin Ampersand, told us: "This is unbelievable, really baffling.
"It's completely unprecedented for a red-top tabloid like the Star to cover reality TV in this way. I mean, you don't expect such a journal to be interested in acres of naked and near-naked flesh, do you?
"Or in the scurrilous sort of rumours and stories - such as this - that emerge from the back stage of reality shows. Completely baffling.
"I've been on the phone with colleagues, and there is a feeling out there that this could be a new trend."