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In the late 1990s and early aughts, the conservative Parents Television Council struck fear in the hearts of network TV executives for its high-profile campaigns against shows it deemed too raunchy.

The watchdog group, founded by conservative commentator L. Brent Bozell III, railed against Fox’s “Melrose Place” and “Family Guy”; NBC’s “Just Shoot Me”; and the CW’s “Gossip Girl.” It also singled out CBS following the infamous Janet Jackson-Justin Timberlake “nipplegate” controversy during the 2004 Super Bowl halftime show when the singer’s breast was briefly exposed.

But the Parents Television Council Inc. — whose members lodged thousands of indecency complaints with the Federal Communications Commission — has folded. Earlier this month, the Burbank-based nonprofit filed for Chapter 7 bankruptcy in Delaware court, saying it had $284,823 in liabilities, which include staff member salaries, insurance payments and credit card debt. The filing lists $91,874 in assets.

The group’s demise reflects broad cultural changes, including a fractured media environment and consumers’ shift to streaming and social media apps such as TikTok for entertainment. Parents also have tools, including the ability to configure settings on streaming accounts to try to shield children from inappropriate content.

The PTC’s power came, in large part, from its ability to flood the FCC with indecency complaints. But the FCC, which licenses broadcasters, does not regulate streaming services, YouTube or TikTok.

The council had clout with advertisers, which put pressure on network programmers to minimize shows that would raise the group’s ire and threats of boycotts.

“I’m disappointed but I’m still very proud of what we did and what we achieved,” Tim Winter, former president of the group, said Friday. “We were able to raise awareness about so many important issues — issues that are still out there.”

“Like most businesses, it came down to money,” said Winter, who retired three years ago. “It’s just a slog out there to fundraise.”

Decades ago, the group hauled in millions of dollars in donations. The PTC boasted more than 653,000 members and supporters by 2000. However, in 2023, the most recent year of available tax reports, the Parents Television Council raised just $1.6 million, down from $4.7 million in 2007.

The group, which also went by Parents Television and Media Council, was formed in 1995 by Bozell as the Hollywood arm of his Virginia-based Media Research Center.

Bozell, long a booster of President Trump, now serves in his administration as ambassador to South Africa.

One of the PTC’s early efforts was to urge broadcasters to reserve the 8 p.m. hour for family-friendly fare. That was the custom of the networks in the 1970s; but two decades later, there was a rise in sexually suggestive content.

Over the years, the group hired analysts to monitor TV programming, published detailed reports and TV show rankings. Winter testified before a U.S. Senate committee hearing in 2007 on the impact of media violence on children.

Advertisers were sensitive to the PTC’s warnings.

“We were able to redirect tens of millions of dollars away from more explicit programming and into more family-friendly shows,” Winter said.

The PTC also spoke out against media consolidation, which accelerated in the 1990s, “the problem of having too few voices hold the microphone,” Winter said.

While it initially focused on broadcast shows, the group went after others, including Netflix when it offered the show “13 Reasons Why,” based on a book about a 17-year-old girl who died by suicide. The PTC, and other organizations, decried the series, fearing it would encourage more deaths.

Netflix responded by deleting a graphic suicide scene, and the show was later canceled.

“The media culture is no less toxic than it was years ago. And in some ways, it is more toxic,” Winter said, adding that other organizations will have to carry the mantle. “The mission is more important than ever.”

The TV industry and buyers of commercial time were able to breathe a little easier going to their annual week of presentations known as the upfronts.

Not long before the curtain went up Monday at Radio City Music Hall for NBCUniversal’s event, President Trump announced he would hold off on tariffs on China, easing some of the economic uncertainty going into the selling season for television networks.

But the messaging from media executives throughout the week acknowledged that advertisers will be under pressure to get more from their marketing dollars. Between performances by Lizzo, Lady Gaga and the Dallas Cowboys Cheerleaders, ad buyers heard about the new artificial intelligence-powered tools for targeting specific audiences.

While traditional TV still commands the bulk of U.S. advertising spending, advertisers’ increasing comfort with streaming was apparent.

Seven years ago, YouTube executives had to reassure sponsors that the company would work harder to keep their ads from running in user-created videos that pushed conspiracy theories or hate speech.

But at the Google-owned platform‘s gathering at Lincoln Center on Wednesday, the audience saw a glowing testimonial video from Marc Pritchard, chief branding officer for Procter & Gamble, a company known for being meticulous about its marketing and media decisions.

Netflix and Amazon marched into the week buoyed by the growing number of streaming subscribers who see ads. Netflix said its service carrying commercials now reaches 90 million subscribers worldwide while Amazon’s Prime Video is now at 130 million in the U.S.

The week of parties and parade of celebrities offered a glimpse into the current state of the TV business. Here’s what stood out:

Live sports rule, especially the NFL

Walt Disney Co.’s TV lineup is packed with big-name talent. But the company kicked off its upfront with an opening number by an unlikely singing duo — former NFL quarterbacks Eli and Peyton Manning.

The audience at North Javits in Manhattan saw two more NFL stars, Kansas City Chiefs quarterback Patrick Mahomes and Philadelphia Eagles running back Saquon Barkley, before a single actor appeared on stage. It was a sign of the NFL’s vital importance to the company and the TV business writ large.

Disney — where not too long ago Chief Executive Bob Iger mused about spinning off ESPN — wasn’t alone in touting its commitment to the league.

NFL Commissioner Roger Goodell did a walk-on at the YouTube presentation to announce the platform’s first exclusive livestream of a league game, the Los Angeles Chargers season opener against the Chiefs in Brazil on Sept. 5.

Roger Goodell speaks onstage during Netflix’s Upfront 2025 on Wednesday in New York.

(Roy Rochlin / Getty Images for Netflix)

On the Netflix stage, Goodell was joined by Cowboys owner Jerry Jones to plug a documentary series on the franchise and announce this year’s two Christmas games that will be carried on the platform.

Jason and Travis Kelce promoted their Wondery podcast at Amazon’s show. Former tight end Rob Gronkowski showed up at two upfront presentations, one for Fox where he is part of the network’s NFL coverage and later at YouTube because, well, why not?

NFL games accounted for 95 out of the top 100 most-watched TV programs last year and is now setting records on streaming. Netflix had its most watched Christmas Day in history when 65 million U.S. viewers streamed some portion of its NFL double header. (Goodell wore a Santa Claus suit for his announcement of this year’s Netflix games).

For TV industry veterans, the emphasis on live sports was surprising. “Traditionally entertainment was the driver of the upfront,” Ben Silverman, co-CEO of production company Propagate, told CNBC.

Or as ABC late night host Jimmy Kimmel put it during his annual Disney upfront roast: “This is all sports. What happened? We used to be so gay.”

But as the audience continues to be atomized by the growing number of streaming options, sports are more valuable than ever for advertisers who want to reach a mass audience.

Executives at Netflix, long on the leading edge of providing niche offerings to fit every consumer’s taste, now extol the virtues of the mass audience viewing experience now that it carries NFL games.

Live sports have become a lifeline to traditional TV, as most young viewers have turned to streaming for scripted series and movies. The trend was reflected in NBCUniversal’s presentation, which emphasized the arrival of the NBA on the network that will cost $2.5 billion a year.

“Tonight” host Jimmy Fallon may have summed it up best when he said, “Good morning, I’m glad to be at the NBA upfront — I mean NBC upfront.”

Planning for life after cable

Warner Bros. Discovery stunned the crowd at the Theater at Madison Square Garden with the announcement that its streaming service Max will once again be called HBO Max. The company stripped HBO from the name in 2023, believing the HBO brand name was too exclusive for the service’s ambitions to broaden its audience.

Dropping the prestigious HBO logo from the name of the service was a dubious decision from the start. But restoring it was a recognition of an undeniable fact: the future belongs to streaming, so why relegate a familiar and respected brand name to the waning cable box?

CNN and ESPN announced that their direct-to-consumer streaming services rolling out later this year will use the network names that have been familiar to cable viewers for more than four decades. The monikers will not carry a plus sign or any other designation that suggest the product differs from what’s on TV, and that’s by design.

Younger viewers may be forgoing cable subscriptions, but they know the CNN and ESPN brand names through their digital content. For those viewers, streaming isn’t an add-on, it is the way they watch TV

Movies are open for ad business, too

Not so long ago, seeing a movie star on stage at a network upfront presentation was a big deal.

But streaming has blurred the line by offering both series and original movies, and media companies are using that to their advantage when pitching to advertisers. The trend has given the platforms a bit more sizzle in their pitches.

Charlize Theron speaks onstage during Netflix’s upfront presentation Wednesday in New York.

(Jamie McCarthy / Getty Images for Netflix)

Arnold Schwarzenegger riffed at length about his upcoming Christmas film for Amazon, “The Man With the Bag.” The moment got added mileage when the former California governor’s “True Lies” co-star Jamie Lee Curtis joined him on stage.

Charlize Theron took the stage at the Perelman Performing Arts Center to plug her upcoming Netflix feature “Apex.”

NBCUniversal teased the sequel to “Wicked,” which will eventually run on its Peacock streaming service.

Warner Bros. Discovery touted its sponsor partnerships for the theatrical blockbuster “A Minecraft Movie” and brought out James Gunn and Peter Safran, keepers of DC Studios, to say there will be opportunities for the upcoming Superman movie and other projects.