Yes, horribly dishonest, unethical, exploitative and manipulative of the TV company.
A male being presented as a woman in an attempt to trap and deceive others is fraudulent, unethical, and dishonest.
In the context of seeking to involve participants in sex by deception in order to provoke a strong response it was breaching every ethic on consent. Grossly calculated, manipulative behaviour.
The TV company were criminal in their actions.