A program that is set to be televised by MTV in a few days is already drawing criticism. According to The Hollywood Reporter, the “MTV Video Music Awards,” scheduled for Aug. 30, are under attack from the media watchdog organization Parents Television Council.
“The family-values watchdog group has already taken issue with MTV’s choice of Miley Cyrus as host, recalling her racy 2013 performance with Robin Thicke,” THR notes. Now, the PTC is targeting sponsors who have advertised in the past on the VMAs, urging them not to advertise on this year’s program.
The PTC sent out about 25 to 30 letters on Aug. 12, THR reports, claiming that explicit programming reduces the effectiveness of advertising.
The report quotes the letters saying, in part: “Scientific research — including recent research at the Ohio State University — has demonstrated a significant impairment in viewer recall when advertisements air within sexually and violently graphic programming. And viewers consider a company buying time in graphic programming as a tacit endorsement of the content.”
The PTC indicates that it will encourage its members to contact sponsors of the VMAs if the program includes adult content while being rated appropriate for 14-year-olds.
After Cyrus was named as this year’s host, the group urged MTV to rate the show TV-MA, the report notes.
MTV reportedly declined to comment for the story.