Pubdate: Tue, 18 Jan 2000
Source: Los Angeles Times (CA)
Copyright: 2000 Los Angeles Times
Contact:  Times Mirror Square, Los Angeles, CA 90053
Fax: (213) 237-4712
Website: http://www.latimes.com/
Forum: http://www.latimes.com/home/discuss/
Author: David Bauder, AP Television Writer

TV HEAD PRAISES U.S. DRUG POLICY

PASADENA, Calif. - The head of the WB television network, the most popular
one among teenage girls, is applauding government efforts to insert
anti-drug messages in the plots of comedies and dramas.

The network twice sought the advice of President Clinton's anti-drug
counselors on scripts for its prime-time shows. But Jamie Kellner, the WB's
chief executive, said the network received no financial benefit for pushing
a message that discourages drug use.

"I look at this as the government being very clever in trying to find a way
to get a message out that we totally support," Kellner said Monday.

The WB consistently has one of network TV's youngest audiences, appealing
particularly to teen-age girls with shows like "Dawson's Creek." The two
programs where it sought government advice on scripts were "The Wayans
Brothers" and "Smart Guy."

Clinton's Office of National Drug Control Policy never asked to see WB
scripts in advance; in the two applicable cases, the network volunteered
them, Kellner said. ABC executives said over the weekend that they became
uncomfortable with Clinton's advisers asking to see scripts of shows before
they aired.

The WB routinely consults with experts outside government for advice when
producing shows, on such issues as teen pregnancy, he said.

"We enjoy doing something that is pro-socially responsible, especially
since we reach a younger audience," Kellner said. "I think people should
applaud the government for being clever. Normally they pay $500 for a
toilet seat."

Kellner said the WB wouldn't have any problems talking to the White House
about scripts in the future, though the network may seek help outside the
government to avoid public scrutiny.

In addition to advice, Clinton's drug advisers offered broadcasters
financial benefits for including anti-drug messages within the plots of
entertainment programs. Under the arrangement, the government would let
networks out of a commitment to air some anti-drug public service
announcements, enabling them to sell the commercial time to other clients.
While the WB ran fewer public service ads after it produced anti-drug
programming, it did not use the extra time to sell more commercials,
Kellner said. Instead, the network ran promotional announcements or other
PSAs.
- ---
MAP posted-by: Jo-D