TV critics to networks: We’re sorry

Every July, many of the nation’s TV writers gather in the Los Angeles area, doing their best to ferret out controversy as network executives drop by to plug their fall lineups.

But at this month’s meeting in Century City, the 230-member nonprofit Television Critics Assn. has wound up embroiled in its own controversy, described by more than one member as “a public relations disaster.” The tensions spilled over in a heated meeting Saturday morning, when the TV critics found themselves in the unusual position of agreeing to formally apologize to those they cover.

Earlier this year, the group’s president, Kay McFadden, a TV columnist for the Seattle Times, and another board member, Toronto Sun TV critic Bill Brioux, began developing a 44-page color program booklet commemorating the 20th anniversary of the TCA Awards, which took place Saturday.

Because TCA is not exactly flush with cash -- the organization has $8,410 in the bank, according to its treasurer -- the booklet would be supported by ads congratulating the honorees, mostly paid for by the networks and studios. Sources said all six broadcast networks bought an ad, for roughly $4,000 a pop.

Indeed, the effort was a success, raising $35,000 from ad sales -- more than enough to cover the $17,000 in printing costs and other assorted expenses for the booklet, according to officials.

But as word of the arrangement spread this month, many members were outraged, believing that accepting network ad money gave the group at least the appearance of a conflict of interest. They were also furious with McFadden and Brioux for not consulting other members about the ads.

“We’ve solicited money from the people we cover for the purpose of self-aggrandizement,” Chicago Sun-Times writer Phil Rosenthal complained at the Saturday meeting at the Century Plaza Hotel. “The leadership has to embrace the most stringent of its members’ ethical standards.”

The critics’ group has long struggled with its image, with some progressive-minded members determined to nix the free gifts and goodie bags networks use to entice journalists. That made the ad arrangement particularly sensitive: “Why did we give up the tchotchkes to get in bed with the networks in this way?” asked television critic Hal Boedeker of the Orlando Sentinel (which is, like The Times, owned by Tribune Co.).

In the end, the members passed, 42-30, a resolution that said the ad arrangement constituted “an ethical lapse” and directed the leadership to “apologize to the people and organizations we cover” for soliciting the money.

The group is also investigating ways to give the money back to those who bought ads. McFadden admitted she had made a mistake in not conferring with the members before launching the ad sales program, and the members shortly thereafter reelected her for another one-year term.

However, she said Sunday: “I don’t think that hiring a third- party sales agent to sell ads is a mistake....I do not think there was an ethical lapse” because there was no coercion to buy ads or promise of positive coverage in exchange.

Network officials were more nonchalant about the blow-up. “It’s common practice for organizations producing award ceremonies to create books bearing congratulatory ads,” said Fox spokesman Scott Grogin. “We never considered the request to buy an ad to be an ethical lapse, and we do not expect the TCA to apologize or refund any money.”

One executive, however, initially ignored the group’s ad solicitation from a hired ad salesperson, relenting only after McFadden contacted the network as a reminder.

“These are the people who rake us over the coals,” the executive said. “At the end, it was worth the money I spent for my peace of mind.”

McFadden said she did not solicit ads but had e-mailed an executive to let him know that competitors had bought them. She said the communication was “in no way a request to purchase an ad” and was more “in the spirit of a friendly heads-up.”