WJLA Breast Exam Series a Ratings Ploy?

WJLA, a TV station in Washington, D.C., has made the bold move to air stories featuring partially-naked females having a breast exam as part of a "breast cancer awareness" effort, but many critics argue that the station is exploiting women for gain as the reports will air during a critical ratings "sweeps" period.

On Thursday, WJLA, which is an affiliate of ABC News, ran the first in a series of reports on breast cancer awareness. The series will instruct women on the correct way to perform a breast exam.

The station is taking a lot of flak from those who don't think it's appropriate to show women's breasts on the 5 p.m. and 11 p.m. newscasts.

"We don't think we're going too far," said WJLA reporter Julie Parker on Good Morning America. "We are proud of what we have done. There's nothing sexy about this. It's a breast self-exam."

Interestingly, news stories like the ones WJLA are running are exempt from FCC indecency rules. Some also argue that the station is providing a great service.

"While some may find this actual demonstration intrusive, others may view it as instructive and motivating," said Susan Brown, director of the health education at the Susan G. Komen Foundation in a statement to GMA. "Providing these clear-cut instructions along with more information about breast self-awareness can also help a woman later during a more private time when she's better able to focus."

So what do you think? Are these "self help" stories good for women or exploitative?