Article: NBC'S DRINKING PROBLEM.(NEWS)(Column)

Byline: Joseph Califano Jr.

It's well established that during hard economic times individuals are more prone to drink heavily and recovering alcoholics are at greater risk of relapse. Last week General Electric's NBC subsidiary became the first corporation to hit the bottle, ending more than 50 years of sobriety to self-medicate its bottom line with millions of dollars of TV commercials for hard liquor.

NBC's decision exposes the false promise of self-regulation when a network is faced with plummeting advertising revenues and profits. It is attempting to dress its decision in the sheep's wool of responsibility by claiming to have a ''pretty strict'' set ...

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