Move Breaks With Network Tradition

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NEW YORK (AdAge.com) -- In a precedent-setting move, a TV station owned by one of the Big 3 networks has given the tentative OK to run a commercial for a distilled-spirit beverage, Electronic Media reports today.

WJAR-TV, the NBC-owned station in Providence, R.I., will likely run a commercial for Diageo's Baileys Irish Cream next month. While nearly 200 TV stations have run distilled-spirits ads since 1996, none have run on ABC, CBS, NBC or Fox, or on any of the TV stations owned and operated by these networks.

For years, the networks and their owned stations only ran ads for products that have an alcohol content by volume of up to about 14%; Baileys has an alcohol content of 17% by volume.

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