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The” abortion” case is the most talked upon cases which has ever been aired on the 20 seasons of the crimes series “Law & Order” which has been telecasted for a considerable amount of time. Though the subject is very sensitive it has been discussed only twice in all the previous series of episodes. The much hyped episode shows a doctor who performs abortion operations being shot down in a church. The show starts with a disclaimer saying there is no resemblance to any real life incidents, however it has a great similarity to the DR. George R.Tiller case, who was a well known late-term abortion provider who was brutally shot down in a church in Wichita, Kan., on May 31.

From what transpires to be an issue of social importance, NBC has very intelligently drawn a fine line between promoting the episode and preserving the social importance amidst a large section of TV viewing audience which are often devoid of such real issues.

The NBC networks were ranked last this season among the four major broadcast networks amidst TV viewers and young adults. For promotion per se, executive producer and director of the series, Dick Wolf, was quite involved in distributing the screening copies to different writers calling it the most controversial episode of the series.

No episode generated as much response as the “dignity” episode did, not even the “life choice” which came in the first season and “progeny” that hit the screens in the fifth season. The episode has triggered a great deal of controversy with a section of people debating on the vigorous attempts taken by the cops and the district lawyers and other skeptical about their commitment in the case.

For about four decades now, the networks and advertisers have not touched this issue of abortion apart from the “dignity” episode. Last it was seen in an episode of “Maude” on CBS in 1972. The broadcast received a number of complaints and most advertisers shunned the episode when it was repeated during the summer.

Even the abortion episode from the “Family Guy” got stripped off air on similar grounds. Although Fox networks fully supported the producers’ right to make the episode and distribute it in whatever way they wanted to the “Family Guy” fans. The program’s producers sponsored a live reading of the script last summer to promote the show’s nomination for an Emmy for best comedy series, and they said it would be included on a DVD of the season’s episodes.

The senior vice president for broadcast television at MPG, Carrie Drinkwater, had already issued guidelines to most of the advertisers amidst speculations to the broadcast of the episode that they will not advertise on an episode of a show that deals with a topic like abortion. She also indicated the disinterest of many advertisers in airing the episode. She said that while her firm has some advertisers from “Law & Order” none had been scheduled to have commercial spots in the episode. A inquiry from an NBC executive revealed that the advertising was indeed sold for the episode with no mention of the advertising companies.

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