Some critics worry that public campaigns on cable networks will further blur the line between television and reality, creating uncertainty about whether a network is an entertainment medium or a political action committee.
The cable networks push their causes on their websites, often urging viewers to follow their interests with letter-writing campaigns to Congress.
Lifetime says it does not lobby directly but lends support to a wide array of partner organizations that do expend shoe leather on Capitol Hill.
"I'm very uncomfortable with a television channel getting politically involved," said Janice Crouse, senior fellow at the Beverly LaHaye Institute, the think tank of Concerned Women for America, a conservative lobbying group.
Saying that many of Lifetime programs were ideological, Crouse said it was a breath of fresh air that "Human Trafficking" was not.
When Lifetime premiered that movie in Washington, interest groups that had been consulted on the production came out in droves, eager to bask in a movie-star glow that rarely visits their wonkish world. Lifetime, in turn, basked in the praise of members of Congress who are pushing for legislation to target the demand for sexual slavery and the predators who capture girls.
"With this film, America takes a giant step toward getting educated," said Rep. Chris Smith (R-N.J.), a frequent sponsor of legislation against violence toward women.
Rep. Carolyn B. Maloney (D-N.Y.) agreed.
"On behalf of women around the world, a loud thank-you to Lifetime for once again placing spotlight on a human tragedy often swept under the rug," she said.
Marcy Forman, director of investigations for the Bureau of Immigration and Customs Enforcement (ICE), which is part of the Department of Homeland Security, joined the praise for Lifetime at the movie opening.
"We have a fairly cool name -- we do a lot of cool work," she said. "But this is a fight ICE cannot win alone. We appreciate the assistance from our partners in the community, law enforcement, the [nongovernmental] sector, the president and members of Congress, the faith community and sometimes even a television network like Lifetime."
At the end of the day, ratings could determine whether the trend toward social issues on cable television will continue.
A for-profit broadcast company has to deliver ratings, said Mark Workman, chief executive of First Fireworks, a Los Angeles marketing firm. "With a series of tornadoes, earthquakes and Katrina, people are in the mood for this."
Workman, who advises companies on branding strategies, added: "I don't know how long this will last. This will only be a trend if people will tune in."
