More than two-dozen cable networks will simultaneously run a 30-second
public-service announcement the evening of Sept. 11 that pays tribute to the
American spirit in the wake of last year's terrorist attacks.
The National Cable Television Association-commissioned spot is scheduled to
air at 8 p.m. Sept 11 -- the one-year anniversary on the attacks in New York and
Washington, D.C. -- and it will reflect a collaboration of representatives from
a variety of cable networks and MSOs.
The PSA is being produced by the creative services unit of Lifetime
Television and funded by NCTA, with content reflecting a collaboration of
representatives from a variety of cable networks and MSOs.
NCTA said the preliminary plans call for creative to 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.'
'Our goal is to provide the cable-television industry with an opportunity to
speak with one voice in tribute to the victims and heroes of the events of last
Sept. 11,' NCTA vice president of public affairs Jim Ewalt said in a prepared
'We're offering a short spot designed to convey the sense of American unity,
community and hope that rose from the ashes of Sept. 11that our
companies can air as a tasteful and respectful tribute from a proud American
industry,' he added.
Networks committed to air the spot include ABC Family, American Movie
Classics, Animal Planet, Bravo, Comedy Central, Courtroom Television Network,
Discovery Channel, Discovery Health, Game Show Network, The Independent Film
Channel, International Channel Networks, Lifetime Movie Network, Lifetime Real
Women, Lifetime Television, MetroChannels, MuchMusic USA, News 12 Networks, The
Outdoor Channel, Ovation, TBS Superstation, TNN: The National Network, The
Learning Channel, Turner Network Television, Travel Channel, Turner South, TV
Land, WE: Women's Entertainment, The Weather Channel and Wisdom Television.
The NCTA is talking with other networks about airing the spot, which the
organization hopes will also air across cable networks at 8 p.m. PST for West
But some network executives have expressed some reservations that the generic
ad would not be appropriate for their target audiences.
An MTV Networks official would only say that the network group -- which
includes VH1, MTV: Music Television and Nickelodeon -- is considering the
The NCTA will provide copies of the PSA to MSOs for use
in advertising availabilities in the days following the simulcast.