The Emergency Alert System is the warning system used by television and radio broadcasters in the United States to alert the public to severe weather, natural disasters and other emergencies. Its harsh attention signal was designed to break through programming and make listeners stop and pay attention. Online, the same tone escaped its serious context and became a popular prank and editing sound, used to fake breaking news, interrupt videos and add instant drama. Its familiarity is the reason it still works, because almost everyone recognises it immediately.