There is an Amber alert going on right now in Arizona, and the sheriffs department has activated the media alert contingency.
This is where the local broadcast media break into their programming, and let everyone know about the alert, and the pertinent details, so if you see the abducted child, or the suspect or vehicle, maybe, just maybe you will have heard the alert and be able to alert law enforcement.
All in all, it's a good system, and hopefully is very helpful in recovering abducted children before it's too late.
Here's the part that inspired the title however:
My local NBC affiliate broadcast the alert of their feature programming (at the time it started, it was Heroes), but they stopped the alert broadcast for commercial breaks, and then restarted it once the commercial breaks were over.
So... it's important enough, that to help save a childs life, they break into normal programming (which I absolutely agree with); but it's not important enough that they interrupt the GOD DAMN COMMERCIALS!