A Higher Ratings Cher

Mattel, Inc. (El Segundo, Calif.) has announced that its Cher doll will become the fifth regular cast member of the NBC television series “Will and Grace.” The doll, to be introduced in spring 2001, is modeled after the singer ardently admired by the show's character Jack (played by actor Sean Hayes). Tonight's debut is the result of an agreement between Mattel, NBC, the show's producers and writers and the Ketchum Entertainment Marketing unit of the Ketchum public relations agency.

Mattel is obviously hoping to position the doll as the hot new toy item of next year. NBC and the show's principals are obviously hoping for a strong running story line and a ratings boost. Some, however, deplore the blurring of the lines between programming and product promotion, citing a couple of other recent instances: the appearance on the “Survivor” show of products from the show's sponsors; and on-air involvement of the panel members of the ABC talk show “The View” with products of sponsor Campbell Soup.

“As TV becomes more competitive and the profit motive gets stronger and stronger, we seen an inevitable race to the bottom,” said Gary Ruskin, director of Commercial Alert, a TV watchdog organization. “It's inevitable that programs will look more and more like infomercials.”