04528
December 2, 2004

UCC ads welcoming gays to church rejected
by NBC, CBS

by Kevin Eckstrom
Religion News Service 

WASHINGTON — The United Church of Christ (UCC) is protesting a decision by the NBC and CBS television networks to reject as “too controversial” a national ad campaign that highlights the church’s acceptance of gay couples.

      The UCC’s $1.7 million “Still Speaking” ads, the latest attempt by a mainline Protestant church to use television to increase visibility and build membership, debuted Dec. 1.

      The 30-second spots feature beefy bouncers outside a church denying entry to various people, including a gay couple. Written text on the screen says, “Jesus didn’t turn people away. Neither do we.” A narrator says, “No matter who you are, or where you are on life’s journey, you are welcome here.”

      CBS, in a response provided by the UCC, said it refuses any issue ad that “touches on and/or takes a position on one side of a current controversial issue of public importance.”

      “Because this commercial touches on the exclusion of gay couples ... and the fact that the executive branch has recently proposed a constitutional amendment to define marriage as a union between a man and a woman,” the response said, “this spot is unacceptable for broadcast on the (CBS and UPN) networks.”

      The network said it would accept ads that “deliver secular messages that are beneficial to society in general” but none “that proselytizes on behalf of any single religion.” A CBS spokesman said a different UCC ad was accepted.

       A rejection notice from NBC called the ads “too controversial.” The ad has been accepted on several cable channels, including ABC Family, Black Entertainment Television, Fox, TNT and TBS.

      Church officials hoped the ads, scheduled to run through Christmas, would reach at least 60 percent of the U.S. population at least three times. The Rev. Robert Chase, director of communications for the Cleveland-based denomination, said the networks’ decision doesn’t make sense.

      “We find it disturbing that the networks in question seem to have no problem exploiting gay persons through mindless comedies or titillating dramas, but when it comes to a church’s loving welcome of committed gay couples, that’s where they draw the line.”

      Dana McClintock, a spokesman for CBS, did not return calls, and NBC officials said they were “not commenting yet” on the decision.