By Robert Cohen Executive Director Text Only



Why the CBS network refused to air PETA's ad.

Here's a question I'd like to see on "Who Wants to Be a Millionaire?" Identify the author of the following quote. (Answer at the end of this column)

"We are no longer an industrialized society; we aren't even a post-industrial or technological society. We are now a corporate society, a corporate world, a corporate universe. This world is a vast cosmology of small corporations orbiting around larger corporations who, in turn, revolve around giant corporations, and this whole endless, eternal, ultimate cosmology is expressly designed for the production and consumption of useless things."

PETA'S singing cow ad caused a panic at the highest level at CBS headquarters.

I learned the following from a close friend who works for CBS. He shall forever remain nameless. This could be one of the hottest stories of the year, and his job would be in jeopardy if I revealed his name.

CBS is now owned by VIACOM. Sumner Redstone is VIACOM's Chairman and Chief Executive Officer.


CBS generates over $10 billion in revenue per year, and their most successful show will be this year's SURVIVOR II.

The first episode of SURVIVOR will air after this year's SUPER BOWL. Thirty second commercials on SURVIVOR cost advertisers nearly $500,000. That's not rat feed.

This year's SURVIVOR takes place on a cattle ranch in the Australian outback. What will the SURVIVORS eat?

PETA will not like this one, to be sure.


The SURVIVORS slaughter and eat a cow. I am told that the uncut scenes were gross and disgusting. The survivors eat the liver. They et the tongue. They eat every part of the animal, including the udder.

Imagine how PETA will react to this story line? VIACOM'S top executives did just that. The order to kill PETA'S ad came right from the top.

VIACOM regrets the cow slaughter. It's too late now to edit the story line. Executives hope that PETA does not call for a nationwide boycott of CBS and its advertisers.

Stay tuned.

butcher it then eat it!

Here are the lyrics to PETA'S singing cow ad:

I'm a steer,
And they're steering you wrong.
Listen now
(I'm a cow!)
'Cuz I don't have long.
Our sweet backsides
Would like to stay together.
We don't want to be your leather.
Won't you show me some love?
Don't you make me kid gloves
Or a jacket or a shoe
'Cuz my skin ain't for you.
Do I make myself clear?
Keep your hands off my rear!

Here's the actual ad:    PETA Cows .mov (Note... this is a one megabyte Quicktime file... that pops up in a new window so that you can continue reading while it loads).

(for a RealPlayer 1.5mb MP3 file get the MP3 version)

Oh, yes. The quote .... Howard Beale in the 1976 movie Network, written by Paddy Chayefsky

Robert Cohen author of:   MILK A-Z

Executive Director (
Dairy Education Board

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