Members of the forum, including J&J and Procter & Gamble Co., understand this isn't much money -- certainly not enough to have Richter-scaleable results. The advertisers threw this carrot to the WB because it's most popular current series is "7th Heaven," one of the few with no "family" faults. But among today's TV audiences, such family fare will Nielsen-register disproportionately with viewers more than 40 years old. The more family friendly a show is, the more it tends to skew toward older audiences, and the less TV advertisers are interested in it. Just ask CBS how difficult it is to convince these same advertisers to pony up parity rates on shows that appeal to 50-year-olds.
Whether advertisers can change this what-they-say/what-they-do dilemma will be the real-world test for family friendly TV programming. Forget the paltry seed money for scripts. If major advertisers want to change TV's content, they have to be courageous enough to put their money into the same types of shows they claim to want to develop. That's the real bottom line: If more advertisers paid more attention to the programs they're currently supporting with TV ad dollars,