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Since its launch in 1998, the Family Friendly Programming Forum has received little notice for its work toward influencing the broadcast networks to run more prime time programming suitable for advertisers with brands that target families, but it has continued to forge ahead,writes Broadcasting & Cable.
Since the 2000 premiere of the FFPF’s pilot it underwrote for The WB’s Gilmore Girls, the coalition has continued to underwrite network scripts, hand out Family Television Awards, and grow its membership of advertisers from 10 at it launch to 44 today. Current FFPF members include Coca-Cola, Wal-Mart, Ford, McDonald’s, Kraft and Nestle.
Kaki Hinton, co-chairperson of the FFPF and vice president of advertising services at Pfizer Consumer Healthcare, said the group’s work is “about programming that engages today’s audience, that reflects diversity, that has cross-generational appeal, and that addresses real-life issues, as long as they are addressed responsibly.”
Advertisers have spent an estimated $734 million between October 2000 and August 2004 on FFPF shows, including Gilmore Girls, ABC’s 8 Simple Rules. This season, the FFPF helps fund pilot scripts for UPN’s Everybody Hates Chris, ABC’s Commander in Chief and The WB’s Related and Gilmore Girls.
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