The Family Friendly Programming Forum, a 6-year-old
spinoff of the Association of National Advertisers, recently yanked $50,000 in funding it
had earmarked for NBC’s new adult animated comedy “Father of the Pride.”
The Forum, which lends support to family-friendly programming on primetime network
television and collectively comprises more than 40 major advertisers, was initially under
the impression that “Pride” was appropriate for younger viewers. However, anyone
having caught the first two episodes knows differently. Sexual references and vulgarities
abound. Media Life spoke with Barbara Bacci Mirque, senior vice president of the ANA and a
member of the forum, about “Pride,” the relationship between the Forum and the
networks, and her definition of family-friendly programming.
When and how did the forum first realize “Father
of the Pride” wasn’t actually a children’s show?
NBC acted very responsibly in informing the
forum that the storyline was going to take a more adult angle than originally thought.
Apparently, when working with geniuses such as
[creator Jeffrey] Katzenberg, the writing and production team--and not the networks on
which their creative is going to run--can sometimes lead the direction their creative will
take.
Anyway, when NBC submitted the script to us, they
thought it was going to be family friendly or they would not have submitted it for
family-friendly script funding.
Thus, when NBC learned of the plotline changes,
they called and informed us and suggested that “Father of the Pride” would not
fit into our desired framework.
So, to clarify, the forum had no say about the plotlines or
characters in “Father of the Pride?”
The forum has no input into creative, dialogue,
actors, production, etc. Our script development initiative is turnkey with the networks
and is designed to encourage them to air more family-friendly shows between the
hours of 8 and 10 p.m., when family viewing is most likely to occur.
Our advertisers put a little skin into the game
to affirm their interest and demonstrate their commitment to this ideal.
The networks are the ones who contact the writers
and producers, vet the scripts, work with the writers, etc.
The only reason for which the forum reads the
initial script or treatment is to ensure that the network’s family friendly
definition meets our intentionally broad definition of family-friendly programming.
Once a show goes on air we have no connection to
it. In fact, the networks return the initial funding to the forum if a show becomes a
broadcast series because that is when the networks begin to recoup their investment.
So what exactly is your definition of family-friendly
programming?
The forum's definition of family-friendly
programming is purposefully broad.
A family friendly program is one that is
relevant, entertaining and interesting to a broad family audience and that a parent would
enjoy viewing with a child. Ideally, these programs would also embody an uplifting
message.
And, of course, in order for the forum to
consider funding a script, it must conform to that definition.
Most of all, the forum is proof that many
influential national advertisers are deeply interested in this cause.
Will forum advertisers continue to promote their products during
“Father of the Pride,” or have they backed away?
This is up to the individual advertiser and
is not a forum decision.
Do you believe the forum’s decision will negatively affect
your relationship with NBC or public perception of “Father of the Pride?”
Not at all.
Is the forum currently backing any other shows on NBC? What about
on other networks?
Yes. On NBC we currently fund “American
Dreams.” On ABC we back “8 Simple Rules.” On the WB there’s
“Gilmore Girls” and “Steve Harvey’s Big Time.”
And this season the forum reviewed over 50
scripts, from which two new shows were selected: ABC’s “Savages” and
CBS’s “Clubhouse.
Is $50,000 a standard amount of funding, or does the forum
provide a unique amount of funding to each show based on specific factors?
The forum does not discuss the funding for the
shows. For us it is not about the money as much as it is about providing more
family-friendly choices for all advertisers and their consumers.
Has the forum ever revoked funding for a program before?
On a few occasions we have read scripts
submitted by the networks who later called us to tell us that the writers wanted to go in
a more adult direction than previously thought.
What kind of reaction has the forum and its values received from
the networks in recent years?
As this is our sixth year in operation, I
would say that we have been very successful in influencing the networks to air more
family-friendly shows between the hours of 8 and 10 p.m.
Does the forum plan to make itself more visible during the
upcoming TV season?
Our target community consists of
advertisers, writers and producers, as well as the networks.
But we also reach consumers through our Family
Television Awards, now in its fifth season on-air. The Sixth Annual Family Television
Awards will air on the WB on Dec. 8.
What is your overall impression of recent and current TV
offerings? Do you think there is enough “family friendly” programming out there?
The forum does not comment about what is on air.
Our mission is simply to consistently engender more family-friendly shows on the broadcast
networks. |
