Forum backs family programs with bucks.

Somewhere in the process of slicing television audiences into demographically precise chunks, advertisers and networks began to overlook the most important audience of all: the American family.

That's the thinking behind the Family Friendly Programming Forum, a coalition of some of the nation's largest advertisers that have lobbied the networks to air more programs intended for family audiences.

The group, whose members claim to represent 30 percent of all television ad dollars, has scored its biggest coup since its 1998 founding by backing four programs that are making it to air: ABC's presidential drama "Commander in Chief," UPN's coming-of-age comedy "Everybody Hates Chris," CBS' divorcee comedy "Old Christine," and the WB's sisterly drama "Related."

Forum board members review scripts for pilots of fall programs and decide which fit its definition of "family friendly." The forum gives the money directly to the networks for the development of specific scripts, and if a pilot is picked up the network refunds the forum. Some $3 million was spent this season.

Once a show is on the air, the forum exercises no creative control over it, although Jacobs said the networks are asked to warn advertisers of potentially objectionable content. Advertisers then decide individually whether they want their spots on a particular program. However, given the forum's funding decision, the networks can be reasonably assured there will be advertiser interest in a program--giving them additional reason to pick up a show in the first place.

"These shows provide a great environment for our brands," said Dawn Jacobs, vice president of advertising for Johnson & Johnson and a co-chair of the forum. "When we don't have good (television) homes for our brands, it's difficult for us to get our message out."

"Everybody Hates Chris," based on the adolescence of comic Chris Rock--known for his R-rated material--has some rough edges but Jacobs believes it is appropriate for families. And Jacobs said that the WB drama "Gilmore Girls," which the Family Friendly Programming Forum supported in 2000, has dealt with controversial issues including sex and alcoholism, but in a responsible manner.

The forum has helped fund development of 11 new series from 2001 to 2004. But of those, only "Gilmore Girls" is still on the air. Several others were cancelled due to poor ratings, including the WB's "Raising Dad" in 2002, NBC's "The Tracy Morgan Show" in 2004 and ABC's "Complete Savages" in 2005.

David W. Stewart, a marketing professor at USC's Marshall School of Business, said there are still large audiences for family fare, but many of the cancelled shows weren't good enough to survive. "They're not of a quality that people would respond to," Stewart said.

Todd Boyd, professor at USC's School of Cinema and Television, said TV may never rediscover the era of "All in the Family" and "The Cosby Show," two programs that reached huge audiences with family-friendly but occasionally edgy themes.

"When there were only three networks, people didn't have that many choices," Boyd said. "In terms of today's television landscape, the whole thing is--as with many other things in society--choice."

Advertisers participating in the Family Friendly Programming Forum distinguish the group from activist organizations such as the Parents Television Council, the L.A.-based group that pressures networks, advertisers and the Federal Communications Commission on issues of broadcast decency.

Tim Winter, executive director of the Parents Television Council, said his organization doesn't endorse every show backed by the Family Friendly Programming Forum, but approves of the group's mission.

"We think it's important for all television sponsors to get involved in the programming they're sponsoring," Winter said. "The Family Friendly Programming Forum is an effort to do that. The programs may or may not be appropriate for the entire family, but at least these brands are getting involved."

Advertisers involved in the forum include McDonald's Corp., Kellogg Co., Wal-Mart Stores Inc. and Ford Motor Co. Forum leaders declined to say how much they've spent in total since creating the script development fund in 2000.

The forum now counts every broadcast network as a partner. Fox Broadcasting Co. joined last year, and UPN signed on this year.

Speaking at a panel discussion in Beverly Hills, several network executives said they view the Family Friendly Programming Forum as a partner in reaching broad audiences.

"Everybody believes in family programming, they're just coming at it from a different place," said Dawn Ostroff, the president of UPN, which is owned by Viacom Inc. "In essence, we're looking to attract both the parents and the kids."

NBC Entertainment President Kevin Reilly said the fragmenting of television audiences to cable, satellite and Internet entertainment have given programmers added impetus to create broad-reaching entertainment.

"Even as things change, our business is going to be capturing the biggest possible audience and families are going to be a part of that," Reilly said.