Walters apologizes for ‘20/20’ promotions

ABC News star Barbara Walters apologized on the air Wednesday after the network billed Friday’s “20/20” special about adoption as “the ultimate reality show.”

The newsmagazine is devoted to the story of a 16-year-old Ohio mother choosing among five sets of prospective adoptive parents who want to raise her baby. Walters, the show’s host, is herself an adoptive parent who has frequently covered adoption issues.

Last week, “20/20” co-host John Stossel touted the program as “the ultimate reality show.” And over the weekend, ABC ran a promotion promising “a unique television event -- five couples desperate to adopt, all competing for her baby.”

The “20/20” show focuses on “open adoption,” in which the birth family stays in contact with the child as he or she grows up.

An ABC News spokesman said the network received numerous complaints about the promotions. An Internet message board run by the network was filled with outraged postings. “The topic of adoption should not be relegated to a reality show,” one correspondent wrote. “This is a serious topic and should be treated as such.”

The network pulled the promo teasing a competition and replaced it with a less-sensational spot that bills “an adoption unlike any you have ever seen.” And on her program “The View” on Wednesday, Walters apologized for the promotions.

“Promos sometimes get a little heated, and we made a mistake,” Walters told viewers. “You know what the bad word was? ‘Compete.’ ”

Walters defended the program, which she called “very important and extremely interesting.” She added: “We have done many programs on adoption. It is a trademark for ‘20/20.’ ”

Still, many critics contend that the network engaged in a tasteless stunt for ratings, and the ABC message board simmered with talk of an advertiser and viewer boycott of “20/20.”

The May ratings sweep, which helps determine local advertising rates, begins tonight.