Snubbed by network TV, the United Church of Christ turns to the Web to get the word out.

By Paul Barbagallo

In response, UCC formally challenged the license renewals of two network-owned-and-operated stations in the Miami area, saying they failed to provide viewers suitable access to a full array of “social, political, aesthetic, moral and other ideas and experiences.”

According to UCC, during its test-market phase in March 2004, the ads ran without incident on more than a dozen stations, including those affiliated with CBS and NBC. In December, the ads began running nationally on several broadcast and cable networks, again with no complaints, UCC says.