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Edition: U.S. Article Comments (0) Follow Reuters Facebook Twitter RSS YouTube Read Worst heatwave in years grips Midwest, moving east 17 Jul 2011 Lawyer says Egypt's Mubarak in coma, TV denies | 17 Jul 2011 Ratings agencies rattle cages in U.S., Europe 17 Jul 2011 Democrats, Republicans still at odds on debt ceiling | 11:33am EDT Moody's suggests U.S. eliminate debt ceiling 10:33am EDT Discussed 102 Obama and lawmakers regroup to seek debt deal 100 Obama asks lawmakers to gauge support for debt deal 59 Obama eyes more deficit talks with no deal in sight Watched Flying sphere goes where man fears to tread Thu, Jul 14 2011 Coalition forces raid Taliban stronghold Sun, Jul 17 2011 Highway project in Los Angeles Sun, Jul 17 2011 "Breaking Bad:" Questions answered in season premiere Tweet Share this Email Print Analysis & Opinion The brain science behind gambling with the debt ceiling British papers may be Murdoch’s next sacrificial lamb Related Topics Entertainment » Fashion » Television » Lifestyle » Media » Walter White, played by Emmy winner Bryan Cranston, in a a scene from the upcoming fourth season of ''Breaking Bad''. Credit: Reuters/Courtesy of Ursula Coyote/AMC By Ernest Scheyder NEW YORK | Mon Jul 18, 2011 8:10am EDT NEW YORK (Reuters) - Watching the success of the television show "Breaking Bad" has been a guilty pleasure for the chemical industry. It is a show that wows audiences by explaining how a battery can be jury rigged with potassium hydroxide and spare change, and how hydrofluoric acid eats through bone but not plastic. With an eye for the smallest technical details, "Breaking Bad" has made it cool to like chemistry again. That explains in part why chemical industry executives, academics and shareholders are addicted. "It's great to see chemistry become cool again," said Ross Kozarsky, a chemical engineer who advises chemical and materials companies at Lux Research. The show chronicles the downward spiral of Walter White, a 50-something high school chemistry teacher in the throes of a mid-life crisis who is diagnosed with terminal lung cancer. To leave a nest egg for his wife and two children, White, who is played by actor Bryan Cranston, uses his chemistry knowledge to make and sell methamphetamine, an addictive street drug also known as crystal meth. "There's a lot of instances in the show where Walter White draws on his knowledge as a chemist, traditionally a nerdy profession, and applies them in kind of innovative and intimidating ways," Kozarsky said. More than 1.6 million people watched the third-season finale in June 2010, solid numbers for any cable show. White and cohort Jesse Pinkman, played by fellow Emmy winner Aaron Paul, return this Sunday for the fourth season of "Breaking Bad." "I put a premium on us getting the details right in every aspect of the show," said Vince Gilligan, the show's creator. "Chemistry is all about molecules and substances undergoing a change from one state into another." Some members of the $674 billion U.S. chemical industry are cautious about professing their love for such a dark show. A senior executive at a major chemical producer raved privately about the show. But the executive did not want to talk openly about "Breaking Bad," worrying that liking a show about crystal meth might not gel with the broader public. For Donna Nelson, an adviser to "Breaking Bad" and an organic chemistry professor at the University of Oklahoma, the show does anything but make crystal meth look cool. "I don't think it's glamorizing the drug industry at all, or that anybody would walk away from the show thinking, 'Yeah that's how I want to live,'" said Nelson, who has a cameo appearance in the fourth season as a nursing home aide. Nor does "Breaking Bad" tell viewers how to make crystal meth. Different sequences of more than one process to make the drug are used in the show, Nelson said. "It's like putting the head of the horse on the tail of a tiger," she said. "There's no way that anybody could follow what's on television and have an authentic synthesis." What it does do, she said, is get more people excited about chemistry. Nelson organized a panel on science and television at the American Chemical Society's annual meeting last March. When writers from "Breaking Bad" showed up to give the keynote speech, they met a standing-room-only crowd. "For decades, chemists have been wringing our hands about how we could reach the general public," Nelson said. "Lo and behold, we get a prime-time television show." Scott Goginsky, an investment adviser at the Biondo Group, which owns shares of chemical company DuPont, likes the attention that the show is bringing to the business. "We obviously need more science and math workers in our economy," he said. Making chemistry a secondary character in the show likely will attract some viewers to science careers and help others better appreciate it, Gilligan said. "There's only one right answer in chemistry," he said. "In the world we live there's nothing but gray. There's messiness and there's no one right answer. "I guess that's why I love the elegance and the certainty of chemistry." (Editing by Robert MacMillan) Entertainment Fashion Television Lifestyle Media Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. Social Stream (What's this?) © Copyright 2011 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Super Lawyers Attorney Rating Service Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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