Issues@Hand
AFA initiatives, Christian activism, news briefs
March 1994 – Remember last fall when NYPD Blue went on the air? The TV critics gave it their highest acclaim. Sure the sexual nudity was there, but nothing more than one would see in a theater. Sure the extreme language was there, but nothing more than one would hear everyday in the workplace. Sure the violence is a little more than usual, but it is set in the context of the program.
In an effort to win advertising and give respectability to the program, ABC repeatedly told the media that all advertising times for NYPD Blue were sold at the full price of $115,000 per 30 seconds. AFA stated at the time that ABC was not telling the truth, that all the time was not sold and the time that was sold was sold at a greatly discounted price. In other words, ABC was lying to the public.
During the TV critics annual convention in Los Angeles in January, ABC president Robert Iger admitted to the critics that the network was losing money on the program because the network was not getting full price for ads. Additionally, it was learned that ABC was able to sell an average of five minutes of advertising time on NYPD Blue. Usually, in an hour program such as NYPD Blue, the network would sell seven minutes of time.
AFA has learned that many advertisers paid only 10¢ on the dollar for time on the program, or $11,500 per thirty seconds. AFA estimates that ABC lost approximately $17,000,000 of potential ad revenue the first 17 times the program ran.
Headlines in the January 11 edition of the Atlanta Journal/Atlanta Constitution told the story: “Latest ‘NYPD’ blues: Hit losing big money.” The paper went on to report that “NYPD Blue may be a ratings and critical hit, but the police drama is losing money, ABC president Robert Iger said Monday.... ‘The revenue it’s bringing in is less than that of a program with its ratings. It’s losing money,’ Iger said. ‘The reason is content. There are signs of some support from traditional advertisers, but how dramatic that support will be won’t be [known] until the show comes back next fall.”’
“Iger said ABC has no plans for another ‘R-rated’ series as, NYPD Blue has been called. ‘I have not second-guessed our decision to do this show, but we’re not sitting around saying ‘When are we going to do the next one?
‘When we decided to do NYPD Blue, we didn’t say we were going to vastly change our standards. This sets a new standard for quality. It’s not a relaxation of our standards.’”
“ABC is now admitting they lied to the American public,” said AFA president Donald E. Wildmon. “If they will lie about one program, then it certainly leaves open the possibility they will lie about other programs including their news,” Wildmon said. He said the fact that ABC is now admitting the obvious means that the network would just as quickly lie to the public about other matters if they feel it benefits them financially.
AFA has also learned that at least one ABC affiliate, and probably many more, now consider running the program a big mistake. AFA continues to inform the advertisers about NYPD Blue and plans to make another major effort regarding the program this summer.
“ABC expects advertisers to flock to the program next fall and to pay big rates. Nearly every ABC affiliate which has carried the program has lost money on it. We must thank the ones which did not carry it and renew the fight against the affiliates which do carry the program,” Wildmon said.
ABC Entertainment president Ted Harbert said that AFA’s “biggest influence has been on local stations....” He also said that ABC hopes to break even on the program by the beginning of next season.
“The battle over NYPD Blue is far from over,” Wildmon said. “It is vitally important that our supporters continue their efforts. ABC has agreed to fully fund the first sixty-odd episodes of the program. If we will continue our efforts we can cost ABC more than $60,000,000 in this battle.”
Approximately 45 ABC affiliates still refuse to carry the series because of the porn sex scenes, the foul language and the extreme violence.
Major advertisers on NYPD Blue include Warner-Lambert and Unilever.
Unilever United States Inc., Pres. Richard A. Goldstein, 390 Park Avenue, New York, NY 10022, Phone 212-888-1260, TOLL FREE: 1-800-598-1223. PRODUCTS: Aim toothpaste, Dove soap, I Can’t Believe It’s Not Butter, Lever 2000 soap, Mentadent toothpaste, Vaseline products.
Warner-Lambert Company, Chrm. Melvin R. Goodes, 201 Tabor Road, Morris Plains, NJ 07950, Phone 201-540-2000, FAX 201-540-3761, TOLL FREE: 1-800-223-0182. PRODUCTS: Benadryl, Certs breath mints, Listerine mouthwash, Rolaids antacid, Trident chewing gum. 
