Season 2, Episode 11 - "The Billboard"
Roz must come up with a design for a billboard advertising KACL and decides to leave it to Gil, but he winds up making the whole thing a mockery by using the ‘kind of stuff’ he likes. When gay men keep mistakenly calling the station’s shows, Roz realises that the billboard must be taken down. However, the latest station owner forbids it, revealing that ratings have been better than ever. Gil, on the other hand, is surprised at what he has caused and considers retooling his persona.
