LOS ANGELES (August 25, 2008) – The Parents Television Council™ criticized the CW Network’s decision not to allow advertisers to prescreen the content that will be aired in the premiere episode of its new “90210” series. The “Beverly Hills 90210” remake is set to begin airing on September 2. The PTC is contacting advertisers to warn them and ask them not to support this show without screening it in advance.
“The CW Network’s decision to keep all content in its new ‘90210’ series under wraps until the premiere raises serious red flags. No reputable advertiser should even consider sponsoring the show without viewing the content in advance. CW’s cowardly decision heightens the need for advertisers to be responsible corporate citizens who carefully evaluate their media buys and ensure that the content they subsidize lines up with their corporate ideals,” said PTC President Tim Winter.
“CW’s ‘Gossip Girl’ has recently solidified the network’s reputation for turning out reprehensible content targeted directly at teen and pre-teen viewers. Advertisers must bear in mind CW’s track record when considering whether they trust the network enough to blindly sponsor another program targeted at teens.
“If ‘Gossip Girl’ is any indication of what ‘90210’ will look like, advertisers have plenty of reason to steer clear of the show. ‘Gossip Girl’ storylines have glamorized drug and alcohol use along with casual teen sex, including threesomes. Apparently, CW believes this type of content is appropriate to include in the most-watched show among girls ages 12-17, and advertisers shouldn’t expect any restraint with ‘90210.’
“We are actively asking advertisers not to sponsor the show given the content that has been aired in previous CW programs and the fact that no content will be made available for an advance screening. In order to uphold their hard earned corporate brands, advertisers deserve the right to see exactly what they are sponsoring with their advertising dollars,” concluded Winter.
The Parents Television Council and its 1.3 million members take seriously the role that advertisers play in shaping television content. The PTC regularly contacts advertisers asking them to evaluate their media buys to ensure that the content they support is consistent with their corporate image.