Protesters Targeting Edgier Network Programming
7 July 2008 10:36 AM, PDT | From Studio Briefing | See recent Studio Briefing news
Network executives trying to attract younger viewers with edgier fare have been stymied by protests directed at the show's advertisers, Advertising Age observed today (Monday), pointing out that North American Philips recently withdrew ads for Norelco products from CBS's Swingtown after receiving five complaints from viewers. "It is a shame," one media buyer told the trade publication. "When the networks try to push the envelope a little and try to be more like HBO, the advertisers run away." The Parents Television Council, which takes credit for the FCC's crackdown on allegedly indecent broadcasts, is urging CBS affiliates not to air the drama. All of which, according to AdAge, has forced CBS to use time on the program for "make-goods" and "bonus units" -- essentially free ads that the network gives away when one of its programs does not deliver a guaranteed number of viewers or when it enhances a sales package with extra ads to attract advertisers.
I would just like to point out that in this age of mass technology, of worldwide media culture, of the INTERNET, that Norelco bowed to peer pressure after only five complaints. I don't think there's anything wrong with Swingtown, I think the problem lies with Norelco in listening to five complaints. That's not even a blip on the radar in my law school class of 250. The entire population of television watching America (disregarding the people around the world who will watch it on the internet) is many, many times larger. I'd like to know who these five complaints came from. I cannot imagine any five complaints that threatened lawful and Constitutional action that should have that much power. Can you?
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