Iacocca and TV

In “Networks Are Out of Touch” (Op-Ed, Aug. 24), Lee Iacocca complains about being placed in the role of censor when it comes to programs that Chrysler may sponsor. He says that he would like someone (other than the sponsor) to blot gratuitous sex and violence from family-hour viewing.

There are at least two fallacies in Iacocca’s requests. First, he pretends that the purpose of commercial television is to present uplifting, value-oriented programming. In fact, the purpose of commercial TV is to sell Chryslers, and anything else that’s worth spending $150,000 for 30 seconds of advertising time.

Second, because Iacocca wants as many people as possible to see his $150,000 ad, commercial television is forced to create programming that will have interest to the largest common denominator. And there are really only two interests that appeal to most people at any point on the socioeconomic, intellectual or cultural scales. Those are the universal interests of love and hate (better known as sex and violence).

My advice to Iacocca is this: If he wants to support uplifting value-oriented television programming, then he should stick with public or cable television, as he did with his excellent series on education in America. But if he wants to sell cars, he needs to accept commercial television for what it is: a giant mirror that reflects the most common needs and drives of the American culture. It is not a purveyor of intellect.

WILLIAM MALE

Mira Mesa