d the growing permissiveness. Although groups like the Parents Television Council speak out against the absence of a "family viewing hour" on network TV, networks have generally discovered that there is not much outcry from the majority of their viewers when sexual content increases. The ratings show that its what the public seems to want. (Lowry, 1999). The networks plead that their writers need to stay true to their artistic truthfulness and creative judgment. Shows with high levels of risque sexual dialogue draw large audiences. Writers also say that "Once you move away from violence, you always move toward sex" (Levin, 1999). Networks who drive toward the "edge" say they are justified in loosening the reigns when it comes to sexual content. Since three quarters of all homes now have more than one TV set (compared with just 35% in 1970), the networks argue that they should enjoy greater license to create shows aimed at pleasing adults. Again, since HBO and Fox are aimed at adult viewers, networks are desperate to win them back. Aside from the obviously loosening cultural permissiveness, two other reasons for TVs sliding standards are: the quest for young viewers, and the effort to entertain an increasingly unshockable audience. Networks are desperate to reach the teenage and young adult audiences. In capturing the interest of young viewers, writers realize that young adults are less likely to object to relaxed limits than older viewers. Often teen dramas which dont show actual heavy sex scenes have enough "talk" about sex that it becomes nearly as explicit as actual scenes would be. Professional wrestlings use of violence and vulgarity in appealing to younger viewers is under pressure from advertisers and parent groups. (McKay, 1999). Criticism of the violence, the role models, the profanity and sexual content of wrestling centers around concern for what kids attitude toward their fellow man will be after growing up on this kind of ...
