• by Wendy Melillo , June 2, 2010

The soft-rock station isn't squeamish about playing provocative songs from Kid Rock, Queen and Prince -- yet it turned down a public service message from the Pennsylvania Coalition Against Rape, which wanted to buy airtime from the station. The reason: the 30-second PSA contained the words "rape" and "sexual."

WBEB calls itself a "family friendly" station, says vice president and general manager Blaise Howard. "We understand what our audience wants."

The station's arbiters of taste offered PCAR a choice: It would run the PSA if the nonprofit would remove the word "rape" from its name and change the spot's words "child sexual abuse" to just "child abuse."

PCAR executive director Delilah Rumburg is still puzzled over how the PSA is considered too explicit. After a futile conversation with Howard, her organization issued a press release urging people to call the station, voice their displeasure, and make a donation to a local rape crisis center.

"We have never had anyone refuse to air our messages, and this campaign for child sexual abuse is over five years old," Rumburg said.

Judge the PSA for yourself. The radio script reads: "I want to talk to you about a subject many people try to ignore: child sexual abuse. Each year in Pennsylvania, thousands of children are sexually abused and most cases are never reported. Without help, these children could suffer a lifetime of health issues. But there is hope: you. If you believe a child is being sexually abused, please visit heroproject.org or call 1-877-874-HERO." PCAR's name is mentioned as the sponsor.

The words "rape" and "sexual" are pretty tame when you consider the litany of obscene lyrics that spew from rock musicians, often geared to the 12+ demo. The issue was potent enough to prompt Tipper Gore to form the Parents Music Resource Center in 1985. But the quality of rock lyrics doesn't concern WBEB because Howard says his station doesn't get complaints about the music.

Kid Rock's first album, "Grit Sandwiches for Breakfast," fixates on oral sex, including one song, "Yo Da Lin In The Valley," that describes the lyricist's exploits with multiple women. A similar tuner is titled "Wax the Booty." The "F" word is prevalent in many of his songs. Yet the only problems Howard says he gets are from irate parents, when their youngster hears a PSA. (Do these same parents not warn their kids to tell them if someone touches them inappropriately?)

WBEB has been running scared since it ran a domestic violence spot from the American Red Cross about a little girl crying because her parents were having an argument. "I had 56 voicemails from parents when I walked in," Howard said. "The vast majority said they were never going to listen to us again, and that we broke our promise of being a family friendly station."

The hypocrisy is mind-boggling; isn't safeguarding children an essential part of any "family friendly" platform? Since when did crime prevention become suspect?

We get it: a significant loss of listeners equals less revenue from advertisers. But in its quest to protect the bottom line, WBEB has lost sight of the broader community service picture. Radio stations have a public interest obligation to air messages that help protect society. If a station fails to grasp how important it is to air as many PSAs as possible, then it shouldn't be allowed to operate over the public's airwaves.

It's been a long time since the FCC required radio and television stations to air PSAs when listeners are likely to be tuned in -- and not between midnight and 6 a.m. Even efforts to get broadcasters to devote one minute per hour of programming to PSAs has not gained traction in Congress or the agency.

Because broadcasters tend to air PSAs in the dead of night, worthy nonprofits like PCAR are forced to use precious grant dollars to pay for better placement. But when they finally raise the money, stations like WBEB are quick to impose censorship. The PSA environment is difficult enough without adding further unnecessary restrictions.

There is a simple solution to WBEB's problem. The station should warn listeners when potentially sensitive PSAs air during certain hours. That way, it remains true to its family-friendly positioning. And the message, a potential lifesaver, is heard.

Instead of peppering station managers with ridiculous complaints, parents should turn off the radio when young kids are in the car.