PTC Urges Upfront Responsibility

The Parents Television Council Tuesday gave a shout out to advertisers for the upfront, calling on companies making decisions about their sponsorships to exercise corporate responsibility.

“As you make your ‘upfront’ television-sponsorship decisions over the coming weeks, please consider how the programming you support with your ad dollars will affect children -- even if children are not part of your target demographic,” PTC president Tim Winter said in an open letter to companies.

“This ‘upfront’ period is your time to exercise corporate responsibility,” he wrote. “Advertising dollars make possible wholesome, uplifting programs, but they also make possible programs that pollute young minds and encourage children to engage in dangerous and risky behavior. Television programs would not exist except for your sponsorship dollars. You play an important role in keeping the public airwaves safe for our children.”