• by Wayne Friedman , Staff Writer, November 8, 2004

Comedy Central executives must have mulled over the idea and then said, "Oh, what the F!"

The idea is an unrestricted, sometimes profanity-ridden late night programming block, called "Secret Stash."

Don't worry parents. Your kiddies are not apt to see much of this - they'll be fast asleep long before it airs. "Secret Stash" will run raw language programs from uncut movies such as "Jay & Silent Bob Strike Back," "Richard Pryor: Live in Concert," "Scary Movie 2," "The Queens of Comedy," and "The Sweetest Thing," which will feature footage not released in theaters including "The Penis Song."

For years Comedy Central has run foul-mouth episodes of the TV series "South Park," and over the last month has run unedited versions of the theatrical feature: "South Park: Bigger, Longer, and Uncut."

Comedy Central is a cable network that is using its cable status to its advantage. Though most cable networks program edited content to look similar to the broadcast networks -- to get similar big time advertising revenue - there are no rules to say they have to air broadcast-style shows. Cable networks don't have to abide by FCC regulations.

"We're an adult channel," said Comedy Central programming Marc Leonard. Yes, it is the network's right.

But left out of these press reports is the financial question. How is Comedy Central going make ends meet? What kind of advertisers will buy into this programming block.

Movie companies, video games, certain technology companies, and direct response advertisers, have been long known to buy programming where other more sensitive advertisers would not dare to tread. Will they buy more? Will other advertisers take a chance?

Most of these entertainment advertisers get little if any retribution from religious-oriented TV groups - who, instead, put pressure on family-oriented household products from advertisers to abandon those shows.

Even if religious groups take a whack at Comedy Central or their sponsors, what can they really say about "Secret Stash"? The block starts at 1 a.m. - some four hours after the supposedly 'family' 8 to 9 p.m. hour is over.

Comedy Central has given advertisers what any democratic society needs - freedom of choice.

To some people in television, that's a profane idea.