Switch channels? During the Super Bowl? It might seem like heresy to diehard football fans. But for the first time, a network is forging ahead with a “counterprogramming” strategy designed to draw viewers-at least during half time-away from what is the most-watched program of the year. Sponsored by Frito-Lay, the raucous “Doritos Zaptime-In Living Color” special will also feature “The Homeboy Shopping Network,” which will offer a sale on jockstraps. Traditionally, about half of the 110 million Super Bowl viewers don’t watch the half-time show-the reason most marketers showcase their new commercials while the game is in progress. But Frito-Lay and Fox are attempting to turn that logic on its ear by pursuing the half-time dropouts. Says Frito-Lay’s Stephen Liguori: “Before, advertisers tried to one-up each other; now, we’re trying to one-up the Super Bowl half time.”

Why not choose to advertise on the Super Bowl itself? For starters, it’s pricey. This year, CBS is asking $850,000 for 30 seconds of air time. That’s seven times the cost of the same spot on atypical episode of “In Living Color.” Counterprogramming is also a way to stand out in the sea of Super Bowl ads. Frito-Lay is using the broadcast to roll out its new bite-size Doritos and to announce a $1 million sweepstakes winner. For PepsiCo, Frito-Lay’s corporate parent, Super Bowl Sunday has the makings of a double marketing coup. Pepsi will be one of the game’s sponsors, unveiling its “You Gotta Have It” campaign. Says Frito-Lay chairman Roger Enrico: “Hopefully, we’ll scoop the whole day; Pepsi will have the game and Frito-Lay will have half the time.”

Not everyone is convinced the gimmick will score a touchdown. CBS officials don’t seem worried that Fox’s half time will pull away viewers. Others say anything that depends on the viewer changing channels won’t be an easy sell. “It’s kind of like making a bet on Buffalo,” says marketing consultant Al Ries. “It’s possible they’ll win, but not likely.” It’s too early to say if Fox’s experiment will spawn a counterprogramming trend. As for Sunday, Fox is betting that curiosity will overcome laziness. If for no other reason, some Super Bowl couch potatoes will tune in to see just how bad the bad boys of comedy can be.

Photos: Hip and hot: The ‘Men on…’ segment (above), the show’s creator Keenan Ivory Wayans and some of the cast (NICOLA GOODE)