A ‘blackfaced’ model appearing in a Dunkin’ Donuts ad campaign in Thailand has stirred up worldwide controversy for the coffee giant . In this video ad for the new charcoal donut, a model is shown covered in black paint; an image that some, particularly Americans, find offensive. (Print ad below)

While the American Branch of Dunkin’ Donuts immediately apologized for the ‘insensitive’ ad, CEO Nadim Salhani of Dunkin’ Donuts Thailand is saying, ‘so what?’ calling the opposition to the ad “paranoid American thinkers.” In this article, Salhani asks the question, “what if the product was white and I painted someone white? Would that be racist?”

In my opinion, the backlash that resulted from this campaign is ludicrous.  The ad does not contain any actual reference to black people or black culture, only a new charcoal donut – yet influential social rights groups such as Human Rights Watch are strongly opposing the campaign. The group’s deputy Asia Director Phil Robertson, speaking to the Associated Press, claimed in this article that, “It’s both bizarre and racist that Dunkin’ Donuts thinks that it must color a woman’s skin black and accentuate her lips with bright pink lipstick to sell a chocolate doughnut.” As far as I’m concerned, the only part of this ordeal that is ‘bizarre’ is that a charcoal donut marketing campaign became a racial matter.

While the apology on behalf of the American branch of Dunkin’ should be unnecessary, it’s a strategic move. Any media reports of American Dunkin’ Donuts being associated with racism – regardless of the company’s actual stance on racism – is a public relations catastrophe.

It is unfortunate that the critics of this campaign are narrow-minded and can not let go of the archaic connotations of blackface. It is this type of antiquated thinking that will allow racism to remain prevalent in society. Morgan Freeman sums it up best in this interview: when asked how he thinks we should put a stop to racism, he replies “stop talking about it.”

Television broadcast networks are finding it harder than ever to bring in viewers. Broadcast television has become a sluggish and inefficient method of entertainment, and decreased viewership has led to increased marketing for television programs. With the fall television season growing near, broadcasters are doing all that they can to market their upcoming premieres.

According to an article written by Bill Carter of the New York Times, “The broadcast networks have been challenged by a continuing decline in their ratings and because competition for leisure time is everywhere.” While this may be true, the 2013 Emmy awards brought in 17 million viewers – the most since 2005. These TV networks may not be thriving, but the love for television programs is strong.

Rather than a competition with other leisurely activities, these broadcasters face an even fiercer competitor: digital media. Digital media sites such as Netflix have dramatically changed the way that viewers access content. The ease of access to online television streams or digital downloads allow virtually anyone with internet access to tune in – a much more convenient option than planning one’s night around an 8-o-clock program.

In this speech Kevin Spacey discusses his role in the Netflix original series “House of Cards” and why the ‘Netflix Model’ of an entire season release all at once is successful and cost-effective in comparison to the ‘Pilot Model’, which is used by all major broadcasters. Spacey discusses the idea of giving the viewer the control, and the positive effect that it will have on the television industry.

This shift from broadcast television to digital media poses an interesting challenge to marketers: How can companies market to viewers when companies like Netflix refuse to allow advertisers access to their millions of viewers?

The network giants must recognize the threats that companies such as Netflix impose, but also must identify the opportunities that come along with the growth of digital media. Perhaps the “Netflix Model” is unrealistic for a reality or contest show airing on primetime every week, but unless these broadcasting giants find a way to diversify the way that their viewers access their content, they will surely experience decreased viewership in the near future.