Issues@Hand
AFA initiatives, Christian activism, news briefs
March 2002 – NBC is breaking a long-standing tradition by TV broadcasters by announcing plans to accept advertising of hard liquor. The move comes on the heels of one NBC executive saying the network is no longer interested in producing family-friendly programming.
NBC’s decision to accept liquor advertising may eventually land the network in hot water. In the short term, it’s bringing the network a host of criticism.
Rep. Frank Wolf (R-VA) has said he is considering drafting legislation that would prohibit broadcast networks from airing liquor ads. Also out of Washington, U.S. Rep. Ed Markey (D-MA) implored the network to reconsider its decision, calling NBC’s move “contrary to [broadcasters’] public-interest responsibilities.”
But a recent interview with The Associated Press reveals NBC may have long since forgotten about those responsibilities. The network’s West Coast president, Scott Sassa, said the network wants to air more programming that’s edgier and more adult themed. About more family-friendly TV shows other networks are airing, Sassa said: “We don’t see them as really the kinds of shows that are in our wheelhouse.”
NBC Entertainment President Jeff Zucker echoed those remarks, saying the network will develop shows “that fit the NBC mold – smart, upscale, urban comedies. We know what we do well and we’re going to continue down that road.”
NBC has decided liquor advertising also suits its viewers’ tastes. The network has established a set of guidelines for airing such commercials – it says only shows that air after 9 p.m. Eastern Time (8 p.m. Central) will carry the ads. Also, the network’s second standard is that the ads can run only during programs where at least 85% of the audience is older than 21 years old, as determined by Nielsen Media Research ratings.
The American Medical Association has accused the network of being irresponsible and greedy, sentiments AFA President Donald Wildmon shares. “This isn’t surprising, coming from the network that airs garbage like Will & Grace and Just Shoot Me,” Wildmon said. “This is NBC’s way of saying, ‘We don’t care about what’s good for you, and we don’t care if you watch us.’ It’s going to take a concerted effort by America’s families, through phone calls, letter writing and E-mailing NBC executives, to get them to change their minds.”
TV broadcasters have long accepted advertising for beer, but hard liquor advertising has been all but banned from network television. Other networks are bound to follow suit, but are watching for now to see if the Federal Communications Commission makes any moves against NBC or liquor commercials on network television.
“We can’t trust the FCC or other networks to do the right thing in this case, to decide that airing liquor commercials is simply wrong,” Wildmon said. “This is a prime example of why AFA has launched the One Million Moms and One Million Dads online campaigns.” 
TAKE ACTION
• On the Internet, become a member of www.onemillionmoms.com or www.onemilliondads.com
• Contact NBC:
President Jeff Zucker
NBC Entertainment
3000 West Alameda Ave.
Burbank, CA 91523
Phone: 818-840-4444
E-mail: [email protected]
• Write or call:
Federal Communications Commission Investigations and Hearings Division Enforcement Bureau
445 12th Stree SW, Room 3-B443
Washington, DC 20554
Phone: 888-225-5322
