PTA Urges FCC to Put Children's Needs First

On Monday, October 23, 2006 the PTA joined other members of the Children's Media Policy Coalition in filing comments with the Federal Communications Commission (FCC) on the effects of broadcast ownership rules on children. The coalition urged the FCC to protect children's interests in its rulemaking on media ownership rules.

In its comments, the coalition argued that any relaxation of existing rules to allow for further consolidation of media companies must be accompanied by a stipulation that the FCC must analyze the impact of any proposed media merger on kids served by the market. The coalition is concerned that relaxation of ownership rules will reduce competition, stifling innovation and increasing commercialism in children's programming. Research shows that children are particularly vulnerable to the influences of commercialism. The coalition urged the FCC to consider the effects of consolidation on advertising aimed at children, as well as on the content of children's programs.

The coalition also argued that the FCC should limit local broadcasters to one license in a given market in order to ensure sufficient original programming for children. According to a 2003 Children Now research study, media consolidation diminishes the diversity and availability of programming for the child audience. The coalition argued that young viewers must have access to diverse viewpoints in television programming.

The coalition's comments may be read on the Children Now website.