NBC AGREES TO SHOW HARD LIQUOR ADVERTISEMENTS FOR THE FIRST TIME

NEW YORK -- NBC is breaking a longtime television taboo by becoming the
first broadcast network to run hard liquor commercials.

The first hint of the policy change will come this weekend, when a public
service message promoting designated driving sponsored by Smirnoff's vodka
brand will appear during "Saturday Night Live"

Although beer and wine are advertised frequently on television,
broadcasters have refused to hawk hard liquor for fear that they'll be seen
as socially irresponsible.

The distilled spirits trade group didn't even bother making TV spots until
1996, when they began buying time on cable systems and at some local
broadcast affiliates. The companies began trying this year to more
aggressively seek TV time.