ABC vs. Food Lion: Ethical Questions Raised by Sweeps Week

Lately, it seems that it's impossible to turn on the television without hearing a blaring teaser that announces who will be the next guest-star on a bevy of different sit-coms. Even newsmagazines such as Dateline NBC and PrimeTime Live bring out the big guns during this time of year. Why are the networks are going to such lengths to attract viewers now? One word-"sweeps".

According to NielsenMedia.com, "sweeps" are different periods of time throughout the year when extensive, viewer demographic information is collected to determine advertising rates.
For PrimeTime Live, airing shocking, investigative pieces during "sweeps" is nothing new. In fact, almost exactly 12 years ago, they aired a particular hidden camera report on the unsanitary meat handling practices of a grocery chain called Food Lion. It not only landed them in the courtroom, but it also raised several ethical questions on how far a journalist should be able to go in the name of informing the public. There were three parties involved, the Food Lion grocery chain, The United Food and Commercial Workers Union, and ABC's PrimeTime Live newsmagazine. All three claimed that they took the measures they did because it was in the best interest of the public. Sadly, when the motivational factors behind each interest is reviewed, it is easy to see that public safety was the last force behind any of their actions.