RICHMOND, Va. (June 26, 2007) – At the annual Circuit City
shareholders meeting, the
Parents
Television Council™ called on the company to
alter its current advertising practices. Circuit
City’s consistent decision to subsidize programming that
contains inappropriate content has earned the company a spot
on PTC’s list of ten worst advertisers. The PTC requested
that the company set and adhere to more family-friendly
media guidelines. Excerpts follow from a written statement
submitted by Melissa Henson, senior director of programs for
the PTC, to Circuit City executives:
“I am here today because Circuit City Stores, Inc.
consistently advertises on programming that contains graphic
violence, excessive sexual content and foul language.
“Despite the rapid changes in technology and the resulting
influx of new merchandise, it has been your mission to not
let these variables interfere with the one thing you have
prided yourself in keeping constant: your commitment to your
customers. But, speaking as one of your customers and
shareholders, you are failing to keep up your standards; you
are not making our life ‘easier and more enjoyable’ as your
website claims, because we have to be constantly concerned
with protecting our children and our members’ children from
the indecency that has engulfed the entertainment industry.
“The PTC has rated Circuit City among the ten-worst
advertisers on television. Through PTC research, we have
found that although some of your money is supporting
family-friendly shows, a good portion of your budget for
advertising on television shows dedicated to vulgar content;
these shows include CSI, Criminal Minds and
House to name only a few. One of the Criminal Minds
episodes you supported dealt with themes of both pedophilia
and prostitution. Here is an excerpt of dialogue sponsored
by Circuit City from the September 27th episode:
‘You’re a bad boy; you needed to be tied up, didn’t you? Let
me see you struggle. Let me see your bum.’
“To make matters more graphic, as this is being said, a
little boy tied to a chair with his shirt and pants off, is
seen raising his hips off the chair and is flirtatiously
showing his rear end to the camera for an online web site.
In an episode of the medical drama, House, that you
supported, the patient-of-the-week suffers from alcoholism
and every time he coughs, the audience is privileged to see
blood gushing from his mouth.
“For a company that has a national partnership with Boys and
Girls Club of America but then supports shows containing
vulgar content, I wonder how the Boys and Girls Clubs would
respond if they knew the type of programs you supported.
Does supporting such programming ‘provide children with the
means to explore their talents’ as stated on your website?
“The PTC’s message to you, Circuit City, is simple – your
advertising dollars reflect your corporate values and
promote your reputation to the public. I doubt the Board of
Directors or the shareholders would be proud of these
content examples your media dollars support.
“I am here today not to place blame, but rather to plead
with you, on behalf of millions of Americans, to stop
underwriting sleaze and adopt responsible advertising
guidelines that will keep Circuit City off of programming
that contains foul language, gratuitous sex, and graphic
violence.
“Mr. Chairman tell me now if this is important to you and if
it isn’t, I’ll go ahead and let our 1.1 million members know
immediately that Circuit City has no media guidelines and
frankly, doesn’t care where its message will appear. If it
is important to you, we can work together - but I need your
personal commitment today to change the way Circuit City
buys media time. Is this important to you Chairman
Schoonover?”
