THE SUPER BOWL FIASCO; A MODEST PROPOSAL
by Paul Petersen

The range of reactions within AMC to the MTV-produced Halftime Show at the Super Bowl involving Justin Timberlake and Janet Jackson, run the gamut from outrage to mirth, and nearly all of our member’s opinions are age-dependant. Our 20-something members are not in the least surprised, while those of us on the other side of Middle Age see the End of Civilization as we know it.

One thing for sure, adult supervision is all but absent in the halls of Viacom, which owns CBS and MTV. Friends, it’s not that our popular entertainment is controlled by young people and aimed at juveniles…the problem is that they are the WRONG young people using marketing techniques that demean our children and lower the standards of our culture…with obvious and unchallenged negative consequences. Focusing on Janet and Justin ignores the thoroughly trashy content of the Super Bowl broadcast.

The Game, as it happened, was both entertaining and captivating, but who’s talking about the Game?

What nightmare spawned the theme of the halftime show? Did the Advertisers have a Lowest Common Denominator meeting? What does Madison Avenue think of you? We saw flatulent horses, chimps on the make, erectile dysfunction, crotch-biting dogs, bikini wax, disrespect for our Flag, and children with bars of soap in their mouths. Is this how we Sell, and if so, who’s buying?

The airwaves belong to US. That’s you and that’s me. They are a public trust, and the FCC and Chairman Powell, “have a heavy reckoning to make.” Here’s what I think should happen.

MTV broadcasts should be suspended across the whole broadcast spectrum for the duration of public hearings lasting at least one month so the public can examine the content and images sent out to the MTV audience. CBS, with its license on the line, should be made to broadcast these hearings in their entirety, commercial free, and along with the top Viacom executives, CBS anchors and reporters from the news division should be ordered to read the lyrics of today’s popular music, on camera, while the carefully crafted visuals that accompany the songs are shown. Subpoenaed Advertisers can bring along the research material that led to their marketing decisions and ad placement, and explain to us why smut-peddling works.

Then America can decide what to do with our public airwaves and Chairman Powell can make an informed choice. Consolidation in the broadcast marketplace is a menace to our Society. Gigantic companies can do gigantic harm when one division leads the next division into the sewer.

As for Justin and Janet, the marketplace will decide whether they will continue to sell their wares. We all know the influences they grew up with. Both they and we need to figure out how two young people and their management teams thought that breast baring on global television was an acceptable form of artistic expression, or if, in fact, their act had any business being in the Super Bowl. Who hired Kid Rock and approved his costume? A good chunk of America would like to know the name and face of this person. No more apologies, please. No more wrist slaps.

It is said that a broadcast license is like getting the government's permission to print money. Remember who paid for this fiasco, friends. You did...with every purchase of the advertised products...a few pennies at a time. If the current controversy just melts away, and the media continues to spiral into the gutter with your children in tow, you have no one to blame but yourself.

Take a lesson from Peter Finch in the movie "Network."