The networks broadcast relatively few shows with black or even integrated casts in prime time television spots. There are two popular, outdated stereotypes about African Americans. First, whites and non-blacks wont wasted their time and money on anything perceived as black oriented. Secondly, blacks are viewed as marginal, if not irrelevant, as TV and film viewers and product consumers. According to the annual Burrell marketing survey, blacks spend as much if not more per capita than any other ethnic group in America on goods and services; moreover, 40% watch prime-time television. African Americans are marginal by no means; in fact, they are essential to manufactures, advertisers and the success of television shows.Caucasian shows are for the most part, entirely white. On the other hand, primarily black shows have been forced to add white characters. There is always a concerted effort by white executives to place white faces on black shows, said Steve Harvey, whose show is on the WB network. We have had to place white faces on our show this year. We didnt ask for it. It came down on us. We happen to like those characters, and theyve worked out well. But how often do you find it going the other way? Theres never an expectation in a white show which needs a few more black faces. One of the reasons why there isnt more African American faces on Caucasian shows is because there isnt a reported demand for integration; therefore, the executives dont want to take the effort to integrate. Once again, African Americans arent marginal and should be portrayed accurately on Television.Presently, the television is in over 99% of American homes (Color Adjustment). The television has a power to change mass habits and attitudes. Reverend Jesse Jackson says media depicts African Americans in Five Deadly ways: Less intelligentless hardworkingless universal less patriotic and more violent than we are. African Americans when portrayed are done so ne...
