May 15, 2007
As you make your “upfront” television
sponsorship decisions over the coming weeks, please consider how the
programming you support with your ad dollars will affect children – even if children are not part of your target demographic.
On behalf of our more than 1 million
members, the Parents Television Council hopes to applaud you for
advertising on television shows that refrain from airing graphic sex,
violence and profanity during early evening hours when children are more
likely to be in the viewing audience.
This “upfront” period is your time to
exercise corporate responsibility. Advertising dollars make possible
wholesome, uplifting programs, but they also make possible programs that
pollute young minds and encourage children to engage in dangerous and
risky behavior. Television programs would not exist except for your
sponsorship dollars. You play an important role in keeping the public
airwaves safe for our children.
The Parents Television Council is here
to help you make those important sponsorship decisions. At our web
site, we thoroughly review and rate each prime time broadcast television
show according to the type of content found in the program.
Sadly, the airwaves are not safe for
children. Science has proven countless times what we all instinctively
know to be true: children are influenced by what they see on television.
Our own research recently found that
violence on prime time broadcast television has increased 75% since
1998. The television season that began in the fall of 2005 was also one
of the most violent ever recorded by the PTC.
Unfortunately, our research has also
shown that the broadcast networks do not rate their own programs
accurately because they are financially motivated not to do so. The
networks then push the sole responsibility onto parents to monitor what
they’re children are watching.
But the sole responsibility cannot rest
on parents. When you as a sponsor commit your company’s advertising
dollars to a broadcast program, you automatically commit to sponsoring
the program’s content, for better or worse. You are thereby committed
to helping to keep the public airwaves safe for our children.
Please exercise that responsibility this
week. Millions of families will be watching to see what values you
support. The innocence of our children rests with you.
Parents Television Council
To learn more about our Advertiser Accountability Campaign
To contact an advertiser