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For Immediate Release
For More Information, Please Contact:
Robert Treadway
1.800.645.7700
robt@iccfa.com
WITH "DEATH: IT'S A LIVING," CNBC EXAMINES THE WORLD OF FUNERALS
ON THURSDAY, JANUARY 31, AT 9 P.M. ET/PT
STERLING, VA (January 30, 2013)—CNBC is taking its turn at bat to examine the "death
care industry" in a one hour documentary that is, as its title suggests, filled with gallows humor.
The ICCFA obtained a DVD of the program from CNBC that is labeled "rough cut," meaning
that it may be revised prior to broadcast. But assuming that the show basically airs as is, funeral
professionals may be pleasantly surprised to find a reasonably balanced presentation that is
actually encouraging to consumers.
The program is fast-paced (no shot lasts more than five seconds) and grabs viewers' attention by
citing financial data such as the profession being a $17 billion a year business. CNBC cameras
take viewers into an Aurora Casket plant to show the intricacies of manufacturing caskets, to a
crematory to show the various steps involved in tracking the identity of the remains, and to
watch real consumers make funeral and burial arrangements, among other things. An industry
critic is presented, but his comments seem to fall flat juxtaposed to scenes of consumers clearly
calling the shots in making arrangements. Likewise, industry scandals are reported, but seeing an
offender in handcuffs sends a strong message that the long arm of the law does apprehend such
people.
Supplementary material and videos are already available on the CNBC website at
www.cnbc.com/id/100307316. These include segments on embalming, speaking with mortuary
school students, scenes from the NFDA trade show and burial alternatives. In sum, "Death: It's A
Living" may be the closest we've seen to a consumer-oriented documentary that provides more
of a balanced perspective combined with information of real value. ICCFA will provide a more
detailed response after the program airs.
Founded in 1887, the ICCFA is the only international trade association representing all segments
of the cemetery, cremation, funeral and memorialization profession. Its membership is composed
of more than 7,500 cemeteries, funeral homes, crematories, memorial designers and related
businesses worldwide.
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