Prior to the Superbowl, there was and continues to be opinions circulating regarding CBS’s decision to air an ad sponsored by “Focus on the Family” featuring Tim Tebow and his mom, Pam. Before seeing it I was a little worked up about it being aired knowing that the alternative viewpoint lightning rod, “Planned Parenthood,” cannot air any controversial messages and must stick to their primary care services. I admit the spot wasn’t as bad as I expected and could actually be seen as supporting a woman’s right to make her own healthcare decisions. However, it does raise questions regarding what the major networks will accept ad revenue for and what they won’t.
When asked directly, CBS stated it would not air ads where "substantial elements of the community [are] in opposition to one another." Seems a little off target when you look at a list of what’s been censored by major networks and what’s aired in the last few years.
Rejected
• Dante’s Inferno – video game ad that was rejected until it accepted CBS’s tagline change from “go to hell” to “hell awaits”
• Mancrush.com - Gay online dating service
• United Church of Christ – message that Jesus welcomes diversity and any sexual orientation
• MoveOn.org – Political ad with a negative view of G. W. Bush
• Condom ads
• Dixie Chicks – new album support after their negative statements re: G.W. Bush
• Fahrenheit 9/11 DVD – Michael Moore’s documentary style film regarding events surrounding 9/11
• Operation Truth – Soldier support ad depicting actual soldier stories
• League of American Voters – Doctors against healthcare reform bill
• BeAWitness – Discusses U.S. lack of response to Darfur
Accepted
• Focus on the Family – Tim and Pam Tebo pro-life/anti-abortion ad
• Military (all branches) – recruitment
• GoDaddy – supposed to be selling online services, but…
• KY – Sexual enhancement products
• Political ads – all candidates
On their own, the lists don’t seem shocking except a few of them completely contradict the rationale. If condom ads are rejected, why promote sexual excitement and explicit ads? If all mug-slinging political ads are accepted, why reject MoveOn? If military recruitment ads are welcome, why not provide a 360 perspective?
Presumably, ads are meant to generate revenue for the networks and have acceptable content for any age group (before 10p). Not sure the above network actions adhere to that basic philosophy.
In a time when it seems to be passé to be politically correct and shock value is prized, maybe it’s time for networks to loosen up and be a little more balanced in the views aired. What do you think? I’d love to know if you agree or if I’m reading too much into this.
