Christians in Cinema

At the Ninth Annual Television Awards on December 27, 2007, the show “Ugly Betty” received the award for Best Comedy. What’s so unusual about that? It came from the Family Friendly Programming Forum, a group who is “taking positive steps to increase family friendly programming choices on television.”

We all have our own family dysfunctions.

“Ugly Betty” family-friendly? I think not. I watched the first few episodes. From the previews, I expected a funny, clever show about the inner workings of New York’s fashion world, featuring the delightful America Ferrera. But after a few episodes, I took it off my list of recordings.

If your family has members who engage in extramarital sex, plot each other’s downfall and generally are as dysfunctional as they come, then you’d probably consider “Ugly Betty” family-friendly fare. Admittedly, most of us have family members that are dysfunctional, and are families are probably just a little weird in our own unique ways. However, “family-friendly” has generally come to mean content that you can watch with family members of any age and not have to grab for the remote or slap your hand over someone’s eyes.

But then I read deeper into the mission statement of the “Family Friendly Programming Forum.” Here in their own words, are further thoughts on their goals:

“The underlying goal of the Family Friendly Programming Forum is to support and promote content alternatives that adults and children can enjoy together.

The definition of family friendly content is purposefully broad. Relevant to today’s diverse and complex consumer, it has multi-generational appeal, depicts real life and is appropriate in theme, content and language. Family Friendly content also embodies a responsible resolution of issues.

The Family Friendly Programming Forum will continue to advocate and raise the visibility of family friendly television shows with the networks, writers and producers.

The viewing public deserves nothing less.”

That kind of opens it right up. Then I looked at the backers of this organization. Ahhh…it’s a little revealing. It’s a group of over 40 major advertiser, representing approximately 30% of all television advertising dollars. So basically it’s a group of advertisers who have established themselves as the bastion of family-friendly fare.

Advertisers determining what is family-friendly? Anybody besides me a little nervous at that thought?