Cable Networks Pledge Simulcast of 30-Second Public Service Announcement;
Spot Also Will be Made Available for MSO Use
Washington, D.C. - Prominent cable television networks are rallying around the simulcast of an original 30-second public service announcement (PSA) on the evening of September 11, 2002, as the cable industry’s tribute to the American spirit that has risen from the tragic events of September 2001.
More than a dozen networks to date have pledged to air the spot at 8:00 p.m. EST on Wednesday, September 11. The list of participating networks include ABC Family, AMC, Animal Planet, Bravo, Comedy Central, Court TV, DIY, Discovery Channel, Discovery Civilization Channel, Discovery Health Channel, Discovery Home & Leisure Channel, Discovery Science Channel, Discovery Wings Channel, Fine Living, Food Network, Game Show Network, Goodlife TV Network, HGTV, IFC, International Channel Networks, Lifetime Movie Network, Lifetime Real Women, Lifetime Television, MetroChannels, muchmusic usa, News 12 Networks, The Outdoor Channel, Ovation, Starz Encore Group, TBS Superstation, The New TNN, TLC, TNT, Travel Channel, Turner South, TV Land, WE: Women’s Entertainment, The Weather Channel, and Wisdom Television. Commitments from additional networks are being sought by the National Cable & Telecommunications Association (NCTA). NCTA also is urging networks to air the spot at 8:00 p.m. PST, for viewers in the West. In addition, NCTA will provide copies of the PSA to cable multiple system operators (MSOs) for use in advertising avails in the days following the simulcast.
“Our goal is to provide the cable television industry an opportunity to speak with one voice in tribute to the victims and heroes of the events of last September 11,” said NCTA Vice President of Public Affairs Jim Ewalt. “We’re offering a short spot designed to convey the sense of American unity, community, and hope that rose from the ashes of September 11 and that our companies can air as a tasteful and respectful tribute from a proud American industry.”
The PSA is being produced by the creative services unit of Lifetime Television and funded by NCTA. The content will reflect the collaboration of representatives from a variety of cable networks and MSOs. A preliminary treatment of the spot indicates it will be constructed around original photographs from some of the nation’s leading photographers and will “highlight a cross-section of positive, everyday ‘life moments’…emphasizing a moving and forward message of hope.”
The September 11 tribute grew from the recommendations of two prominent NCTA committees: the NCTA Satellite Network Committee, comprised of program network CEOs, and the NCTA Public Affairs Committee, comprised of industry communications and public affairs executives. This past spring, both committees urged NCTA staff to assemble some form of tribute to pay homage -- in a respectful and affirmative manner -- to those affected by last year’s tragedy. NCTA staff then worked with industry executives to fashion an appropriate and attractive opportunity for industry commitment.
The PSA will be distributed no later than September 6 to all networks that commit to airing it. A subsequent satellite uplink will be set for Thursday, September 12, for MSOs that wish to downlink the spot and use it in local avails. Satellite coordinate information will be available before the end of the month. For more information on the tribute, NCTA members can contact the NCTA Communications & Public Affairs Department at 202-775-3680.
NCTA is the principal trade association of the cable television industry in the United States. NCTA represents cable operators serving more than 90 percent of the nation's cable television households and more than 200 cable program networks, as well as equipment suppliers and providers of other services to the cable industry.