• by Wayne Friedman , Staff Writer, November 11, 2008

Once again, don't be surprised if your favorite actor or TV newsperson on any cable network says some profanity. They can do it as often, as long as they like.

It happened yesterday on MSNBC's "Morning Joe" program when Joe Scarborough talked about the "steady nature" of Barack Obama, David Axelrod, and Robert Gibbs, and how new chief of staff Rahm Emanuel will fit in.

Scarborough said: "These are good, decent, steady men that don't go around flipping people off or screaming 'fuck you' at the top of their lungs." Then, realizing what he'd said, he apologized. But he didn't really have to, not according to the Federal Communications Commission.

Scarborough apologized more for decorum -- for his viewers and, no doubt, for big national advertisers who run TV commercials. TV advertisers run ads mostly with the understanding that cable networks adhere to broadcast-TV-like standards.

Remember, there's plenty of foul language on Comedy Central's "South Park" -- and occasionally even on big network-like TV shows such as TNT's "Saving Grace."

Cable's scripted show are where viewers should expect, and accept, such language -- occasionally. But what if it was more of the rule for live cable TV, especially on cable news networks? Would viewers rebel? Would advertisers walk out?

The dirty little secret about cable networks is that they have always been network or broadcast network wannabes. But some critics think they need to be more unlike broadcast networks to distinguish themselves.

Extend this to others areas. What if Stuart Scott of ESPN was getting a tad funky with his highlight description of say, a Philadelphia 76er-New York Knick game? No big deal -- at least according to the FCC.

Under the FCC broadcast TV rules, Scarborough's flub could be considered "fleeting" -- which, according to one federal court, means no foul.

To be sure, using language to shock would yield viewer complaints and perhaps a dip in some advertiser revenues. But how about in the heat of an argument? Or, in any show in adult-time periods? How about when U.S. troops are under live fire in a live TV broadcast?

The question is, not just when foul language is appropriate, but when it is necessary.

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