At that point, DeVore said he "decided to focus on it nationally. I told them if you want change, it has to happen in this market with you guys. I said, 'I'm not going to pick on them. I'm a good member of the church, so I'll just make them part of the mix.' "

DeVore is funding the project at this point, though he said he just completed the paperwork required for nonprofit status with the Internal Revenue Service. His son, a recent Brigham Young University graduate, is helping him put the Web site together, he said.

He knows LDS leaders are "aware of it. I can't say they support it or don't. I just know they are aware of it."

His motivation?

"I firmly believe media (shapes) culture. Where you have a small segment that's not really mainstream that controls media, (it's) very edgy and not a reflection of society, but give it five years."

Young people who lack role models find them on TV, DeVore said.

"They adopt the values and morals portrayed there, and those become expressed in lifestyle choices and patterns. I think it's very destructive to society as a whole."

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E-mail: carrie@desnews.com