• by Wayne Friedman , Staff Writer, November 8, 2006

Should TV networks push advertisers to pay more coward's fees?

In an episode of "Studio 60 on the Sunset Strip," Jordan McDeere, the president of entertainment for the fictional NBS network played by Amanda Peet, sticks to her guns, not caving to corporate pressures to remove a sketch called "Crazy Christians."  Corporate executives are worried about preemptions from affiliates, as well as some nervous national advertisers who will leave the show.

McDeere's response is to stand her ground.  Somewhat half-kiddingly, she says when the show does even better ratings, and the advertisers want to return, the network will just charge them more. They'll pay a "coward's fee."

In TV's past history, networks have gotten these coward fees.  In the first weeks of the first year of "Desperate Housewives," a couple of advertisers were surprised about the show's scandalous content, and departed. All that did was give ABC an opening to sell freed-up inventory at higher prices, because the show was almost instantaneously successful, with better-than-expected ratings.

Back in the late '80s, Fox had a struggling show, "Married with Children."  Then a Bloomfield Hills, Mich. housewife complained that the show's content was not right for family viewing in the early prime-time hours.  Major national magazines covered the story, and advertisers pulled out. The result?  The show got higher ratings due to all the press, and Fox got the chance to charge higher prices to other advertisers.

In the rear-view mirror, "Married with Children" and "Desperate Housewives" seem somewhat tame and not terribly profane versus the rest of TV programming. Truth is, networks haven't been able to get many coward fees these days for racy shows that get press, lose advertisers, and then get better ratings.  Overall, few TV shows are that edgy--except for perhaps a handful on cable, on FX, for example.

It's doubtful broadcast or cable networks go into a season pushing shows to be in a position to get a coward's fee.  But, in the spirit of more edgy creative content (as well as new competition for many digital platforms) they should shake off their timid notions and be brave.