NETWORKS GIVEN INCENTIVE FOR ANTI-DRUG ADS

Government Reviewed Scripts Of Popular Shows

PASADENA (AP) - The federal government used financial incentives to get
television networks to work anti-drug messages into the scripts of some
popular TV shows. The White House drug office even got the opportunity to
review scripts before the shows aired.

The arrangement, first disclosed Wednesday by the online news service
Salon.com, raised questions about the independence of networks and their
willingness to let others influence what goes on the air.

Among the shows reviewed by the government were NBC's top-rated "ER," CBS's
"Chicago Hope" and "Cosby," ABC's "The Carey Show" and "The Practice," and
Fox's "Beverly Hills 90210," according to Salon.com.

The arrangement stemmed from congress' 1997 approval of a program to buy
anti-drug ads on TV. Networks were asked to match each commercial spot
bought by the government with a free one.

The government has since agreed to give up some of its ad time-as long as
the networks demonstrate that some of their programs convey anti-drug
messages, said Rich Hamilton, CEO of Zenith Media, the ad buying firm that
helped develop the idea as a go-between for the networks and the White
House Office of National Drug Control Policy.

This freed up advertising time that the networks could then sell to other
clients at steeper prices,Hamilton said. The White House drug office valued
the programming messages it has approved at $22 million.

"I'm fairly amazed that there has been any concern expressed about this,"
Hamilton said. "It has been so above board and clearly voluntary on the
part of everyone involved."

Yet an expert on media ethics said it raises questions about the motives of
the entertainment industry.

"What it can do for the networks is make it seem that they are only going
to run those messages or shows that have prior government approval," said
Aly Colon, a professor at the Poynter Institute. "That may not be reality,
but at least it can become a perception."

Networks submitted scripts or tapes of completed shows for the government
drug office's review, said Alan Levitt, director of the national youth
media campaign at the White House drug office. At no time did the office
suggest changes or rewrite the scripts, he said.

"All we said was, if you believe that a certain program that you intend to
broadcast delivers our message-essentially that drugs can kill you-submit
it to us for an evaluation and we may decide that we can credit you for a
pro bono match," Hamilton said.