Johnson & Johnson is moving into a new genre of drug advertising, rolling out a documentary film about inflammatory diseases. But some health experts say the company may be blurring the lines between patient education and self-interest. The effort, set to debut in New York this month, comes amid complaints that direct-to-consumer TV ads play down side effects of drugs and drive up costs.

The 60-minute film, dubbed "Innerstate," chronicles the lives of three people dealing with psoriasis, rheumatoid arthritis and Crohn's disease -- and all find relief through costly drugs like Johnson & Johnson's Remicade. Michael Parks, spokesman for J&J's and executive producer of the film, defends the approach: "This is definitely not a 60-minute infomercial. The intent is really to educate patients in a meaningful way." He adds that traditional DTC ads do not provide enough time to cover complex diseases while the film lets patients discuss their decision to use advanced therapies. Read the whole story...

When A&E forked over $2.55 million per episode for the off-network rights to "The Sopranos," it was widely perceived as a huge risk for a channel known as the home of "Biography" and "Columbo" reruns.

That was two years ago, and back then an edgy drama like " Sopranos" just didn't seem to fit its identity. However, A&E has since been remaking itself as a place for hard-boiled reality shows and drama reruns so when "Sopranos" finally arrived, it seemed a good fit. And the ratings agree.

While it fell by half after a big opening week, it still helped bring A&E big gains over last year. In January, A&E's prime-time average jumped 67%, from 1.01 million to 1.676 million, moving it into the top five basic cable networks. Among adults 18-49, it averaged 806,000 viewers, up 54%, while it garnered gains of 55% and 57% in 25-54s and 18-34s to show the best growth of any top 20 network in all of those groups. Read the whole story...

Weight Watchers has signed on Pile and Co. to lead a review of its $70 million ad account. Young & Rubicam in New York currently has the business, awarded three years ago -- also in a Pile-led review.

BrandBuzz is expected to defend on Y&R's behalf, according to insiders, and Pile confirms it has been hired to manage the competition. However, it refers other questions to the client.

Last time out, in 2004, the search came down to Y&R and TBWAChiatDay in New York, while the incumbent, independent Seiden Group in New York, did not participate and the media incumbent, Lowe, also want after the creative part of the business. Read the whole story...

Suicide prevention groups are upset with yet another auto maker, and this time it's VW. At least five mental-health organizations are demanding the company drop a new TV spot featuring a distraught guy on a ledge -- who decides not to jump after he hears there are three VW vehicles available for under $17,000.

But VW has no plans to pull it: "We see no reason to stop at this point," says Keith Price, a VW spokesman. "We are willing to continue the discussion. But controversy is not something VW had shied away from in its marketing." The complaints came shortly after General Motors -- under pressure -- agreed to change an ad with a suicidal robot.

The VW ad, "Jumper," premiered Monday during NBC's "Studio 60 on the Sunset Strip," but even before it hit the tube, Suicide Prevention Action Network USA sent a letter to VW asking that it not air. That was followed on Wednesday by a letter form four groups: The American Foundation for Suicide Prevention, American Psychiatric Association, Mental Health America and National Alliance on Mental Illness. Read the whole story...