November - December 2004
Press Releases by UCC National Offices

• November 30, 2004 Press Release
• December 2, 2004 Press Release
• December 17, 2004 Press Release
  
  

November 30, 2004 Press Release by UCC National Offices

CBS, NBC refuse to air church's television advertisement

United Church of Christ ad highlighting Jesus' extravagant welcome called 'too controversial'

For immediate release
Nov. 30, 2004

CLEVELAND -- The CBS and NBC television networks are refusing to run a 30-second television ad from the United Church of Christ because its all-inclusive welcome has been deemed "too controversial."

The ad, part of the denomination's new, broad identity campaign set to begin airing nationwide on Dec. 1, states that -- like Jesus -- the United Church of Christ seeks to welcome all people, regardless of ability, age, race, economic circumstance or sexual orientation.

According to a written explanation from CBS, the United Church of Christ is being denied network access because its ad implies acceptance of gay and lesbian couples -- among other minority constituencies -- and is, therefore, too "controversial."

"Because this commercial touches on the exclusion of gay couples and other minority groups by other individuals and organizations," reads an explanation from CBS, "and the fact the Executive Branch has recently proposed a Constitutional Amendment to define marriage as a union between a man and a woman, this spot is unacceptable for broadcast on the [CBS and UPN] networks."

Similarly, a rejection by NBC declared the spot "too controversial."

"It's ironic that after a political season awash in commercials based on fear and deception by both parties seen on all the major networks, an ad with a message of welcome and inclusion would be deemed too controversial," says the Rev. John H. Thomas, the UCC's general minister and president. "What's going on here?"

Negotiations between network officials and the church's representatives broke down today (Nov. 30), on the day before the ad campaign was set to begin airing nationwide on a combination of broadcast and cable networks. The ad has been accepted and will air on a number of networks, including ABC Family, AMC, BET, Discovery, Fox, Hallmark, History, Nick@Nite, TBS, TNT, Travel and TV Land, among others.

The debut 30-second commercial features two muscle-bound "bouncers" standing guard outside a symbolic, picturesque church and selecting which persons are permitted to attend Sunday services. Written text interrupts the scene, announcing, "Jesus didn't turn people away. Neither do we." A narrator then proclaims the United Church of Christ's commitment to Jesus' extravagant welcome: "No matter who you are, or where you are on life's journey, you are welcome here." (The ad can be viewed online at www.stillspeaking.com.)

In focus groups and test market research conducted before the campaign's national rollout, the UCC found that many people throughout the country feel alienated by churches. The television ad is geared toward those persons who, for whatever reason, have not felt welcomed or comfortable in a church.

"We find it disturbing that the networks in question seem to have no problem exploiting gay persons through mindless comedies or titillating dramas, but when it comes to a church's loving welcome of committed gay couples, that's where they draw the line," says the Rev. Robert Chase, director of the UCC's communication ministry.

CBS and NBC's refusal to air the ad "recalls the censorship of the 1950s and 1960s, when television station WLBT in Jackson , Miss. , refused to show people of color on TV," says Ron Buford, coordinator for the United Church of Christ identity campaign. Buford, of African-American heritage, says, "In the 1960s, the issue was the mixing of the races. Today, the issue appears to be sexual orientation. In both cases, it's about exclusion."

In 1959, the Rev. Everett C. Parker organized United Church of Christ members to monitor the racist practices of WLBT. Like many southern television stations at the time, WLBT had imposed a news blackout on the growing civil rights movement, pulling the plug on then-attorney Thurgood Marshall. The Rev. Martin Luther King Jr. implored the UCC to get involved in the media civil rights issues. Parker, founding director of the Office of Communication of the United Church of Christ, organized churches and won in federal court a ruling that the airwaves are public, not private property. That decision ultimately led to an increase in the number of persons of color in television studios and newsrooms. The suit clearly established that television and radio stations, as keepers of the public airwaves, must broadcast in the public interest.

"The consolidation of TV network ownership into the hands of a few executives today puts freedom of speech and freedom of religious expression in jeopardy," says former FCC Commissioner Gloria Tristani, currently managing director of the UCC's Office of Communication. "By refusing to air the United Church of Christ's paid commercial, CBS and NBC are stifling religious expression. They are denying the communities they serve a suitable access to differing ideas and expressions."

Adds Andrew Schwartzman, president and CEO of the not-for-profit Media Access Project in Washington , D.C. , "This is an abuse of the broadcasters' duty to inform their viewers on issues of importance to the community. After all, these stations don't mind carrying shocking, attention-getting programming, because they do that every night."

The United Church of Christ's national offices -- located in Cleveland -- speak to , but not for , its nearly 6,000 congregations and 1.3 million members. In the spirit of the denomination's rich tradition, UCC congregations remain autonomous, but also strongly in covenant with each other and with the denomination's regional and national bodies.

December 2, 2004 Press Release by UCC National Offices

Only recently did United Church of Christ learn of networks' ultimate refusal of church ads

In March, disputed television ad ran -- without incident -- on many CBS, NBC affiliates

For immediate release
Dec. 2, 2004

CLEVELAND -- Despite recent statements by CBS and NBC executives that, earlier this year, their networks made clear that they would reject a television ad by the United Church of Christ for being "too controversial," church leaders disagree. Media buyers had no difficulty placing the ads on NBC and CBS stations during the campaign's test-market phase.

In March, after networks had expressed their non-approval to media buyers, the UCC's 30-second spot was placed - without incident - on numerous stations in six test markets, including the markets' six NBC network affiliates and five of six CBS affiliates. (The test markets included Tampa / St. Petersburg , Fla. ; Raleigh / Durham , N.C. , Lancaster / York , Pa. , Cleveland / Akron / Canton , Ohio ; Springfield / Holyoke , Mass., and Oklahoma City.)

"The networks clearly offered mixed signals," says the Rev. Robert Chase of the UCC's communication ministry. "At no time were we under the impression that the networks' decisions were final. Our understanding was that such negotiations between media buyers and networks were not unusual and were nothing to be concerned about. From the church's viewpoint, we simply could not believe that this advertisement would be considered controversial or issue-oriented, because quite clearly it is not."

Chase says that media buyers heard the networks' reservations earlier this year, but when the church had no difficulty placing the ads on the networks' stations, it appeared that the rejections were not solid. Chase says the local affiliates' non-objection, coupled with the lack of controversy generated in the test markets, led media buyers to assure church leaders that they would have little problem getting network approval in time for the Dec. 1 national release.

On Nov. 30, the day before the ads began airing nationally, the United Church of Christ learned that the two networks' decisions were final.

Larry Hollon, who leads the national advertising effort for The United Methodist Church, said yesterday (Dec. 1), the networks' rejection of the UCC's ad was baseless, even "chilling."

"The reasons given by the networks for rejecting this message should bring a chill to everyone who supports freedom of religious expression because they are saying that a fundamental tenet of Christian belief is politically unacceptable for the public dialogue," Hollon told his denomination's newspaper, the United Methodist Reporter. "The belief that God loves every person without condition is so basic to Christian teaching that if a denomination cannot make this assertion what can it say? Such decisions shut out the Christian community from the national conversation."

"How ironic that a gentle message of inclusion is considered unacceptable while ads for beer are accepted and programs in which people eat insects and worms are considered entertaining," Hollon said. "In a divided and fearful world this message is not only needed. It could lead to healing."

The disputed ad, part of the denomination's new, broad identity campaign set to begin airing nationwide on Dec. 1, states that -- like Jesus -- the United Church of Christ seeks to welcome all people, regardless of ability, age, race, economic circumstance or sexual orientation.

The debut 30-second spot features two muscle-bound "bouncers" standing guard outside a fabled, picturesque church and selecting which persons are permitted to attend Sunday services. Written text interrupts the scene, announcing, "Jesus didn't turn people away. Neither do we." A narrator then proclaims the United Church of Christ's commitment to Jesus' extravagant welcome: "No matter who you are, or where you are on life's journey, you are welcome here." (The ad can be viewed online at www.stillspeaking.com).

In focus groups and test market research conducted before the campaign's national rollout, the UCC found that many people throughout the country feel alienated by churches. The television ad is geared toward those persons who, for whatever reason, have not felt welcomed or comfortable in a church.

But, according to a written explanation from CBS, the United Church of Christ is being denied network access because its ad implies acceptance of gay and lesbian couples, among other minority constituencies, and is, therefore, too "controversial."

"Because this commercial touches on the exclusion of gay couples and other minority groups by other individuals and organizations," reads an explanation from CBS, "and the fact the Executive Branch has recently proposed a Constitutional Amendment to define marriage as a union between a man and a woman, this spot is unacceptable for broadcast on the [CBS and UPN] networks."

NBC stated simply the ad is "too controversial."

"It's ironic that after a political season awash in commercials based on fear and deception by both parties seen on all the major networks, an ad with a message of welcome and inclusion would be deemed too controversial," the Rev. John H. Thomas, the UCC's general minister and president, has said. "What's going on here?"

The ad has been accepted and is airing on a number of networks, including ABC Family, AMC, BET, Discovery, Fox, Hallmark, History, Nick@Nite, TBS, TNT, Travel and TV Land, among others.

The United Church of Christ's national offices -- located in Cleveland -- speak to , but not for , its nearly 6,000 congregations and 1.3 million members. In the spirit of the denomination's rich tradition, UCC congregations remain autonomous, but also strongly in covenant with each other and with the denomination's regional and national bodies.

Determined to reach a wider audience, UCC releases new pre-Christmas commercial on television networks

"From the beginning, we have been insistent that reaching a network audience is a matter of inclusion and justice," said the Rev. Robert Chase, director of the UCC's communication ministry. "Not everyone can afford or has access to cable television. Although it is significantly more expensive for the UCC to buy time on the major networks, we want to make sure that our message of invitation is heard by all."

The denomination's first 30-second spot - which depicted some people being turned away by "bouncers" outside an unnamed, symbolic church - was accepted by Fox and numerous cable networks, but rejected by CBS and NBC for being "too controversial." CBS went a step further, saying that the ad's inclusion of a gay couple amounted to "issue-advocacy" in light of the Bush Administration's support of a proposed constitutional ban on same-sex marriage. ABC has a policy against accepting any religious advertising.

Chase said the UCC remains steadfast that the networks erred in refusing the church's first ad, and said the church will proceed with an FCC challenge against two CBS and NBC network owned-and-operated stations in Miami based on the networks' refusal.

"We will continue to fight for our distinctive religious voice to be heard." Chase says. "But, at the same time, we want to make sure that our campaign - which has always been more than any single ad - reaches the broadest possible audience. This is what we intend to do with this new, significant ad buy."

The UCC's second spot - which, like the "bouncer" ad, was produced last January - begins with a little girl reciting the traditional children's poem, "Here's the church, here's the steeple. Open the door and see all the people." The scene then segues through various shots of diverse people - including an apparent lesbian couple, persons of color, a differently-abled person and someone with a Spanish accent - who echo the refrain, "All the people!" An announcer then says, "God accepts all the people. So do we - the United Church of Christ. No matter who you are or where you are on life's journey, you're welcome here."

From Dec. 22 to 25, the UCC's second spot will appear during some of NBC's most highly-touted series - such as "ER" and "Law & Order" - and during such holiday classics as "A Christmas Carol" and "It's a Wonderful Life."

The spot also will run during Fox primetime, including the "Rocky and Bullwinkle" special.

In addition, the "steeple" ad will appear during NBC and CBS daytime programming, as well as on numerous cable networks, including ABC Family, AMC, BET, CNN, Comedy Central, Discovery, Hallmark, History, Nick@Nite, TBS, TNT, Travel and TV Land.

The new ad may be viewed at www.stillspeaking.com.


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