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FORUM FOCUSES ON CONTENT
"FAMILY FRIENDLY" programs turn out not to be very ratings friendly.
The TV shows created by a script development fund at The Family Friendly Programming Forum, a group of 48 national advertisers, have for the most part underperformed in delivering ratings. But the advertisers who back them contend they are more interested in subsidizing content than in getting high Nielsen numbers.
"Are these shows all in the top five or top 10 ? No, but so what ?" said Kaki Hinton, Forum co-chair and VP-advertising services at Pfizer. "Just because a show is lower-rated doesn't mean it's a bad show. They have their own following, and they are touching the viewers in some way. Our optimum goal would be to make it to the top 20 or 15. It hasn't happened yet, but it can."
The Forum was launched in 1999 by the Association of National Advertisers, to...