SHOWS URGED TO JUST SAY NO

Networks Paid To Include Anti-drug Messages In Scripts Of Top
Programs

Pasadena, Calif. -- 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 magazine
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' "Chicago Hope" and "Cosby," ABC's "The Drew 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 television. Networks were asked to match each
commercial spot bought by the government with a free one. Since the
program started, however, commercial time has become more valuable
with the rising demand for ads by Internet companies.

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.

That 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 had approved at $22 million.

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.

Fox said it had received financial credit for episodes of "Beverly
Hills 90210" and "America's Most Wanted." They were aired in lieu of
public-service announcements, but did not necessarily free up air time
for Fox to sell to other businesses, spokesman Tom Tyre said. The WB
network received credit for an episode of "7th Heaven," a spokesman
said.

The WB said that in an episode of the "Smart Guy" series, two
substance-abusing teen-agers were originally depicted as being
popular, but the script was changed after government review to show
them as "losers" hidden away in a utility room taking drugs.

Spokesman Brad Turell said it is common for the network to ask for
changes to a script before a show is aired. Just because the
government gave advice in this instance doesn't mean the network gave
up creative control, he said.