"This is something that we've been discussing for quite some time," Sal Petruzzi, a spokesman for CNN in New York, told the Times. Petruzzi noted the network "thought now would an appropriate time to move in that direction."

Networks like ABC, CBS and NBC have long shunned liquor advertisers. But, the Times reports, the cable franchises like CNN, Bloomberg, Bravo, E, FX, Fox Sports, Golf Channel, Spike TV, Sci-Fi Channel, Style, USA and VH1 have all opted to accept such advertising.

Critics say the CNN decision is likely to become a bad influence on impressionable teens and young people. But the network founded and formerly owned by media mogul Ted Turner says its base demographic audience of people 25-54 won't be affected negatively.

Also, network officials say they have developed guidelines to ensure that any liquor ad meets stringent standards of taste and appropriateness.

Besides, Petruzzi told the Times, CNN isn't the first network to accept such ads. And, he said, CNN must compete with them all for viewers.

"We look at the entire television marketplace as our competition," beyond just news broadcasters, he told the paper, adding that part of the deal requires every liquor commercial to contain a spiel about drinking responsibly.

The first ads scheduled for CNN are 15-second spots for Grey Goose vodka. They were to run Monday evening during "News Night with Aaron Brown" but for some reason did not, the paper explained.

"The spot ... depicts a bartender making wry comments about Grey Goose, which was introduced in 1997 by the Sidney Frank Importing Company and was acquired last June by the spirits giant Bacardi for an estimated $2.3 billion," the Times reported. Some will be devoted completely to responsible drinking.

Petruzzi said the network is in talks with other liquor makers, though he declined to identify them.

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