Logo

A Rose by Any Other Name

Jun 1, 2010  •  Post A Comment

By Brian Steinberg
Advertising Age

Take a dollar sign ($) and some hash marks (#). Add an asterisk (*).Throw in an exclamation point (!).What do you have? A clear signal that the debate over TV profanity is largely done as far as network executives are concerned.

Those marks allude to a popular four-letter word that, by Federal Communications Commission mandate, cannot be uttered on broadcast-network TV in the early parts of prime time. So when CBS launches its buzzy new sitcom called this fall, the network will likely leave the first word of the title silent or simply bleep it out.

No matter how CBS chooses to cite the title, the network has little concern about how this program (based on a Twitter feed and starring William Shatner as a grumpy father who invites his son to move in with him) will be received, even if it does air at 8:30 p.m.—at a time once considered "family hour”—on Thursdays, the most important night for advertisers. The show "is a comedy people will absolutely be talking about," said Nina Tassler, president-CBS Entertainment, during a recent presentation to advertisers (where the network also described the program as a place where "the Shat hits the fan").

Marc Morse, senior VP-national broadcast, at media-buyer R.J. Palmer, thinks the program could do well. Mr. Shatner’s presence is likely to attract attention, said Mr. Morse. Besides, he added, "I’ve heard worse on network television." Such confidence in a show that contains a scatological reference in the title just goes to show what comparatively little controversy profanity, sex and violence on TV generates among modern-day advertisers. You can chalk it up to bawdier fare surfacing on HBO and FX, raunchy network shows turning up at all hours in cable reruns or syndication, or even the general coarsening of popular culture. What’s really happening, however, is that as broadcast-TV audiences erode, the networks no longer have to churn out bland fare that appeals to everyone and his or her dentist. Instead, they can lure large slices of audience who tune in for quirkier, edgier material — and expect blood, sex and, yes, rude language as part of the experience.

"If you want to reach a specific demographic, it makes more sense to develop content that is really going to speak to them," said Derek Johnson, an assistant professor who studies media culture at the University of North Texas. "And in the process of speaking to one group, you are likely going to alienate another, but it’s really just fine if it’s not the audience you want to reach that’s getting alienated."

Such a thought might have been rejected just a few decades ago. Each of the top 10 shows on broadcast TV for the week ending April 18, 1982—ranging from "M*A*S*H" on CBS to ABC’s "The Love Boat"—captured 17 million viewers or more. Yet during the corresponding week in 2010, only three shows, two broadcasts of Fox’s "American Idol" and one of ABC’s "Dancing With the Stars" topped that. With smaller audiences comes opportunity, perhaps, to do something more daring. When "Southland" made its debut on NBC in 2009, the network allowed the characters to say such things as "shut the fuck up" and "show me your tits," bleeping the obscene words as they were said. At the time, NBC executives said people tuning into a dark police drama expected saltier content. The gritty show didn’t cut it on NBC, but has moved to Time Warner’s TNT, where a similar policy holds.

And backlash against sex, violence and profanity has softened over the years (see below after this article). There will be some outrage. Scheduling "$#*! My Dad Says" at 8 p.m. is "a poke in the eye for that large part of society that is, indeed, concerned about the role television plays in our national culture. Our culture has coarsened, of course, but that is in no small part because of television redefining acceptable standards," said Jeff McCall, a professor of media studies at DePauw University in Greencastle, Ind. "The nation’s acceptance of bad language is simply not as great as the networks would have us think. This kind of language is not used in business, educational, legal or any other setting where civil behavior is expected."

And the new show’s title has one advocacy group up in arms: "I ask the defenders of indecency on the public airwaves: How does the v-chip block this one?" asked Tim Winter, president of the Parents’ Television Council, in a news release issued May 20.

Of course, smart advertisers want to appear as if they toe the line on decency. Yet their indignation usually erupts only after they get caught aligning themselves with content that offends a segment of the populace.

"I have longtime clients who are as conservative today as they were 10 years ago," said Mary Price, principal-brand media, at Dallas independent agency Richards Group. But to get advertisers rallying in public against edgy programming would likely require tying outrage to crimped sales and revenue downturns — and that remains more difficult. "I’ve not worked with a client whose brand’s sales or awareness suffered when they were targeted" by outrage or boycotts, she said.

CBS contends it is not looking to offend. "You can rest assured the show and the promos will be fully within CBS standards," said Martin Franks, exec VP-planning, policy and government affairs at CBS Corp. "We are in the business of attracting an audience and attracting advertisers at the same time."

_________________________________________________

PROFANE MOMENTS
1952:
Lucy and Ricky Ricardo must say Lucy is "expecting" rather than "pregnant" on "I Love Lucy."
1981:
"Saturday Night Live" cast member Charles Rocket utters the "f-word" during the show. He would be dismissed not soon after along with other members of the cast in a cost-cutting move
1999:
Fox comedy "Action" includes characters using the "f-word," although it’s bleeped out.
1999:
On "Chicago Hope," a character played by actor Mark Harmon utters the phrase "Shit happens" on CBS. 2002: Characters on ABC’s "NYPD Blue" utter the word "bullshit" several times during the course of the season.

2002:
CBS airs documentary about the events of Sept. 11, 2001, and does not bleep out profanities uttered by firefighters responding to the emergency. Network says the language was appropriate to the program.
2002-2003:
Cher and Nicole Richie utter curses during different telecasts of the Billboard Music Awards on Fox.
2003:
U2’s Bono utters the phrase "fucking brilliant" on NBC’s Golden Globes, spurring FCC scrutiny of profanity on TV.
2004:
ABC decides to run critically acclaimed film "Saving Private Ryan" without deleting profanity in dialogue.
2009:
NBC launches "Southland," a gritty cop show that clearly includes profane words in the script, but audibly bleeps them out.
2009:
"SNL" newcomer Jenny Slate utters "fuckin’" by accident, but the incident is largely forgotten.

40 Comments

  1. Thank you for a great post

  2. Great post!

  3. Found your site today through Yahoo. Great blog you’ve got, bookmarked.

  4. Found your site today through Yahoo. Great blog you’ve got, bookmarked.

  5. Congrats Rick sanchez to be dismissed by CNN, thanx for stopping us seeing your arrogant outlook as well as them eye glasses fall.

  6. The stars of TLC’s contemporary show “Sister Wives” are currently being investigated by Utah police for possible felony bigamy, Kody Brown, and also his four wives developing publicity aided by the TLC show began to draw the awareness and suspicion with the police, actually, law enforcement officials reportedly started checking out the Brown folks sooner than their tv series even opened last Sunday.

  7. I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  8. I cant believe the NHL is going to risk losing one of the best players in his prime to the KHL

  9. This subject is a delicate one, one has to think through it before coming to a conclusion on about it,beautiful site I like the header.

  10. You are such an amazing writer. Wishing you a strength and peace that surpasses all understanding as you continue to walk the high road … you are amazing, and I honor you for being YOU! You represent grace and dignity … with a smile that melts anyone blessed to be on the receiving end of it. God Bless you Always, Carrie!!!!

  11. 40,000+ Discount Luxury Watches at Great Prices.

  12. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  13. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  14. Great site design!!!! Whattemplate did you use?

  15. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  16. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  17. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  18. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  19. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  20. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  21. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  22. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  23. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  24. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  25. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  26. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  27. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  28. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up 🙂

  29. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  30. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  31. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  32. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  33. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  34. I like your blog.

  35. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  36. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  37. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  38. Nikki,

  39. Early learning suchlike identifying opposite shapes and colors also ar ise into the company that would make it numerous beseeching to younger kids since it helps them to learn with fun.

  40. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

Leave a Reply to Backlinks Cancel Reply

Email (will not be published)