BRIGHT IDEAS FROM THE WHOOPS FILE

The year 2000 has begun on a note of mistrust, with many Americans ever
skeptical of such large institutions as the media and federal government.

An example is the present flap about TV networks being able to gain
financially by integrating into prime-time entertainment scripts messages
that reflect the U.S. government's anti-drug policy. Here's how the program
works:

When the government buys ad time for anti-drug spots, networks must match
that investment with their own public service announcements, which costs
them financially because these spots consume commercial time ordinarily
sold to advertisers. So as an alternative, networks can earn credit from
the government by instead including anti-drug themes within shows.

Although ABC says it dropped out of the program after the White House
Office of National Drug Control Policy asked to see scripts, that office
"does not veto, clear or otherwise dictate the content of network
television or other programs," says its director, retired Gen. Barry R.
McCaffrey.

Yet critics of the financial incentives program regard such White
House-network collusion, however noble the goal, as a dangerous precedent
that could encourage possible wider government intervention in program
content all across TV.

[Remainder of the article omitted as unrelated to drug policy. -- Editor]