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Press Release

May 15, 2007

PTC Calls on Advertisers to Exercise Responsibility over TV Sponsorship Decisions During “Upfronts”


LOS ANGELES (May 15, 2007) – The Parents Television Council™ called on companies making decisions about their television sponsorships during the “upfront” period to exercise corporate responsibility.  The following are excerpts from an open letter to advertisers that PTC President Tim Winter wrote:


“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.”


To schedule an interview with a PTC representative, please contact Kelly Oliver (ext. 140) or Megan Franko (ext. 148) at (703) 683-5004.


To learn more about our Advertiser Accountability Campaign Click Here.

To contact an advertiser Click Here.

The Parents Television Council™ (www.parentstv.org®) is a non-partisan education organization advocating responsible entertainment. It was founded in 1995 to ensure that children are not constantly assaulted by sex, violence and profanity on television and in other media. This national grassroots organization has more than 1.3 million members across the United States, and works with television producers, broadcasters, networks and sponsors in an effort to stem the flow of harmful and negative messages targeted to children. The PTC also works with elected and appointed government officials to enforce broadcast decency standards. Most importantly, the PTC produces critical research and publications documenting the dramatic increase in sex, violence and profanity in entertainment. This information is provided free of charge so parents can make informed viewing choices for their own families.




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