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7 July 2008
Protesters Targeting Edgier Network Programming
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.
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