From ABC's "Ugly Betty" to "Brothers & Sisters," to CBS' "Jericho," new dramas are offering up more family programming for viewers--even if they aren't the typical family shows.

"These are sophisticated family shows," said Steve McPherson, president of entertainment for the ABC Television Network, during a panel session at the ANA's Family Friendly Programming Forum. "It's not saccharin-sweet-good-for you. They are just good shows."

Even for shows that are not as highly rated, there has been praise. Kevin Reilly, president of entertainment of NBC Television Network, says "Friday Night Lights" has had good critical response--but not much else. "It's frustrating," he says. "I wish the ratings were higher." Still, he believes the entire process is improving in the family programming arena: "It does seem to be evolving."

The CW has a bunch of ongoing family programs, according to Dawn Ostroff, president of entertainment for the network--shows including "Everyone Hates Chris," "7th Heaven," "Gilmore Girls," and "America's Next Top Model."

"'Top Model' is a huge mother-daughter experience," she says.

Nina Tassler, president of entertainment for the CBS Television Network, believes that producers and writers will increasingly use more of their real-life family experiences in their writing--all of which helps make shows better, including CBS' rookie drama "Jericho."

There's more to come. Tassler points to a new upcoming drama, "The Man," which is produced by Anthony Zuiker, who created "CSI: Crime Scene Investigation" and stars LLCoolJ as a cop who adopts three kids.

Still other executives--such as Peter Liguori, president of entertainment for the Fox Television Network--believe the young and hip Fox show, "The O.C," should be included as a 'family' program because it deals with issues that are relevant today. Liguori says his teenagers watch the show.

Still, when panel moderator Chuck Ross, publisher and editorial director of Television Week magazine, asked the audience whether they thought "The O.C." was a family show, only one audience member agreed with Liguori's view.

NBC's Reilly believes there will be improvements in the family programming arena. "It's a time for great experimentation," he said.

One area that still plagues network executives is traditional sitcoms--shows that have been viewed as family programs, and have had traditional early evening 8 p.m. time starts.

"I like to see more family comedies," said McPherson. "That's a place we can do a better job."

While ad executives give credit to the entertainment industry, which is making progress, they say the networks still need to schedule more family programs than what is available on the air right now.

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