A group of top marketers including Coca-Cola and Procter & Gamble have joined to create a $10 million fund that will support family-friendly prime-time television programming, reports the Los Angeles Times’ Show Tracker blog.
The consortium, which also includes Unilever and Wal-Mart, plans to dole out the advertising money to broadcasters in the next few months as well as maintain the fund after the 2010-11 season, the story says.
Through a slightly different name, the Association of National Advertisers’ Alliance for Family Entertainment had previously created a script development fund that helped create hits such as "Ugly Betty" and "Gilmore Girls."
Some network executives noted, however, that shows that try to refashion themselves into squeaky-clean content to meet the group’s standards risk losing viewers, the article says. "Values alone will not lead people to watch a show," said Fox president of entertainment Kevin Reilly. "It has to work creatively."