LOS ANGELES (September 2, 2008) – The CW Network decided to make “90210” content available to industry monitoring services who work directly with advertisers, after being criticized by the Parents Television Council™ for its initial decision not to allow sponsors to prescreen any of the content in the series.
“We are somewhat comforted by the fact that after PTC scrutiny the CW Network has decided to make content from its new ‘90210’ series available to industry monitoring services, despite initial reports to the contrary. However, while the CW has reconsidered its earlier stated policy, it has not done enough,” said PTC President Tim Winter.
“We ask the CW Network to go further by offering actual screeners to potential media buyers so that they are able to see the content first-hand and are not forced to rely on reports that are compiled by monitoring services.
“In addition, the CW needs to give each and every one of their affiliates the opportunity to screen the show in advance. The FCC has held that affiliates have the right to view content in advance and preempt programs that are not consistent with their community decency standards.
“We understand that companies work hard for their brands and insist that media buys line up with the corporate image they wish to promote. Knowing the CW’s track record with everything from threesomes to drug use on its ‘Gossip Girl’ series that is targeted to teen viewers, advertisers were made aware of the danger of blindly agreeing to underwrite ‘90210’ in advance of its September 2 premiere.
“Following tonight’s airing of the ‘90210’ remake, PTC will continue to monitor the show and make sure that all sponsors are aware of exactly what they are paying for. We maintain that no advertiser should lend its name to a show before knowing exactly what type of content will appear,” Winter concluded.