UCC crying foul over "Ejector" rejection
The ad, called "Ejector," is designed to attract parishioners to the United Church of Christ - - in particular, people who feel uncomfortable elsewhere. It's been rejected by broadcast networks, and is now being shut out of co-owned cable outlets under the Viacom and NBC Universal umbrellas. They report receiving the following from NBC/Universal's USA Network: "Unfortunately, NBC standards & practices has rejected this spot and it is not approved to air on USA Network," dated March 27. And this from Viacom's MTV: "I just wanted to let you know that currently MTV Networks commercial standards & practices cannot accept this 'Ejector' spot from United Church of Christ because of the political nature of its content," on March 30. UCC says that while ABC Television turned the ad down, it is running on the co-owned ABC Family cable channel. UCC's Ron Buford said, "There could not be a more concrete example of what happens when our media is in the hands of a few corporate elites who simply don't agree with you. They can simply turn you off. Click, goodbye."
TVBR observation:
We've been saying all along that all along that it is dangerous to start playing traffic cop when it comes to political and issue advertising. Doesn't it seem fair that if UCC can pay the freight they should be allowed to say their piece? You can just hear the argument Buford made above being repeated before the judge the next time ownership consolidation goes back to court. On the other hand, if a hate group came forward with enough cash to pay the going rate, should they be allowed to spew whatever venom they choose on their own dime? Is there a point where commercial speech becomes the equivalent of yelling fire falsely in a crowded theater? Where is the line? Should there be a line? Who's right, UCC or the networks? Inquiring trade media minds want to know - - our Bounceback section is ready and willing to publish your thoughts on the matter (we only request that all guest authors please include a digital photo).
Synopsis of ad as provided by UCC
The "ejector seat" commercial begins with a shot of an African-American mother trying to calm a crying baby. Sitting in a church pew, the mother fidgets anxiously, as she endures disapproving looks from fellow worshippers. Eventually, someone in the wings pushes an "ejector" button to rid the church of her - - and her noisy baby. Into the air they go flying. In similar fashion, a gay couple, an Arab-American, a person using a walker, among others, get "ejected." Finally, when a homeless person wanders in and takes a seat, nervous parishioners - - expecting she'll get the boot for sure - - scoot away from her. The commercial ends with a mood shift, where shots of diverse, friendly people set the stage for the announcer's invitation: "The United Church of Christ - - no matter who you are, or where you are on life's journey, you're welcome here."
See the ad here (Flash plug-in required).
Good Morning - Gain a personal edge on today's business day. Are you reading this from a forwarded email?
