Editor’s Note: Parents Television Council is a GRANDPartner for GRANDParents. We are proud to support their efforts to bring choice to cable television. Grandparents want quality television programming for their grandchildren and not have them exposed to inappropriate programming.
By Parents Television Council
If there was a lesson to be learned from the dismal failure of Skins – the high school sex and drugs-soaked series MTV debuted, and cancelled last year – MTV has not learned it. Because this August, MTV brought us more of the same with its new original series The Inbetweeners.
Like its predecessor, The Inbetweeners presents the viewer with a picture of sex-obsessed teenagers who drink and do drugs – all this, on a series rated as appropriate for teens by MTV.
We would give you some examples here, but we don’t want to offend you, and frankly, the content is too graphic to relay by e-mail. If you wish to see for yourself just how bad the content on The Inbetweeners is, click here.
The companies that pay for and support this kind of content, PepsiCo. and Dr. Pepper need to hear from you! They need to know that they risk harming their brand and alienating consumers like yourself through their association with sleazy teen-targeted content such as this.
MTV knows who they are targeting with their program – and that is your teenage son or daughter or grandchild, and if PepsiCo and Dr. Pepper intentionally bought ad time on this program, they knew what they were getting.
In marketing materials MTV has sent to would-be sponsors, they boast:
“MTV has had as far-reaching an influence on many facets of popular culture as any cable television network. It’s (MTV) effects on music, TV and lifestyle fashions have been deep and enduring”
“Young adults 12-34 name MTV as the most recognized network.”
“MTV is watched by 73% of boys and 78% of girls ages 12 to 19.”
“Girls ages 11-19 watch MTV more than any other network.”
“MTV is consistently named the top choice for advertisers who want to reach this coveted market, MTV has been voted World’s Most Valuable Media Brand four years in a row.”
“Young adults 15-17 are excited consumers and extremely impressionable. Now is the time to influence their choices.”
Little girls aged 11, boys of 12, 13, 14 – that’s who MTV wants to reach with this programming. They admit their influence when it comes to purchase decisions, but they would vehemently deny that by depicting attractive teens engaging in promiscuous sexual behavior, or drinking or using drugs, that that could in any way influence a real teen’s choices.
Such a blatant double standard should not go unchallenged. Take action now by clicking on the button below to send your letter of warning to PepsiCo and Dr. Pepper, reminding them that just as they have choices when allocating their ad dollars, you have choices when you shop, and if they intend to continue to support the offensive and irresponsible content on The Inbetweeners with their ad dollars, they risk losing you as a consumer.
Take Action Today…. Because Our GRANDChildren Are Watching.
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