The first thing I discovered was that TLC was not upfront with us about the nature of this show. As I said, it's a worthy topic, but any reasonable person would know that this topic is a particular lightning rod. We believe TLC went out of their way to pick a fight on this, and they didn't let us know their intentions. That's not a business practice that generally gets repeat business from us. I also believe that it did this subject a grave disservice. Sadly, TLC is now enjoying the attention from this controversy.
Birge added: "Mostly, I just thought the show sucked. Based on our dealings with TLC and the simple assessment of the show, I decided we should put our money elsewhere.
REPEAT ADVERTISERS during the December 11th or December 12th, 2011 episode of All-American Muslim included:
Conagra (Hunt's Diced Tomatoes),
Disney (The Muppets, Touchstone),
Honda North America (Accord, Odyssey),
Reckitt Benckiser (Mucinex, Delsym, Resolve Clean),
SC Johnson (Drano, Glade, Scrubbing Bubbles
and Signet (Kay Jewelers).