FCC Adopts Agreement on Kids' Television ProgrammingThe Federal Communications Commission (FCC) modified its rules governing children's television programming and advertising. The modifications are in line with the proposal made last December by the Children's Media Policy Coalition and representatives of the broadcast and cable industry.
In late December 2005, after months of legal wrangling and tough negotiations, PTA and fellow members of the Children's Media Policy Coalition reached an agreement with the broadcast and cable industry that would ensure more options in children's educational programming and increased protection of children from advertising. The agreement was then submitted to the FCC for consideration.
The involved industry companies have been voluntarily complying with the agreement since March 1. The language approved by the FCC today becomes a federal regulation to which all digital broadcasters must adhere to.
Under the new rules, the bulk of the 2004 FCC decision on children's digital television rules remains untouched, supplementing the rules set forth under the Children's Television Act of 1990. The Children's Television Act of 1990 requires broadcast companies to meet public interest obligations to receive broadcast licenses. One way in which broadcast companies may comply is by showing a minimum of three hours of educational and informational children's programming. The act also limits the amount of advertising that can be shown during children's programming. One of the goals of the Children's Media Policy Coalition is to ensure that digital broadcasters meet their public interest obligations to children by providing children with educational programming.
Under the new rules, broadcast companies with multiple channels must air three hours of educational programming per channel each week if they wish to use the three-hour rule to comply with their public interest obligations. The new rules also establish controls on advertising to children during children's programming and clarify the classification of and guidelines for program promotions.
The new rules:
1.Limit the use of children's television characters to sell products to kids.
2.Restrict the promotion of websites that sell products to kids.
3.Count promotions for programs not primarily intended for a child audience as advertisements. 4. Allow promotions only for age-appropriate programs.
PTA believes that it is the responsibility of parents, teachers, broadcast and cable media, and producers of children's television shows to support, monitor, and improve the quality of programs and productions. Programming that incorporates education and information can be a positive factor in student achievement; it can engage children in learning that is also entertaining. The requirements and protections in these rules provide such programming and assure parents that programs labeled educational/informational are good for their children to watch.
The Children's Media Policy Coalition is a broad group of public health, child advocacy, and education organizations, including Children Now, the American Academy of Child and Adolescent Psychiatry, the American Academy of Pediatrics, the Benton Foundation, PTA, the American Psychological Association, and the Office of Communication of the United Church of Christ.
The media companies involved in negotiating the initial agreement were Viacom, The Walt Disney Company, CBS Broadcasting, Fox Entertainment Group, NBC Universal, Time Warner, 4Kids Entertainment, the Association of National Advertisers, and Discovery Communications.
