NETWORKS USE ADS ON V-CHIP TO AVOID REGULATION
In a bid to avoid possible FCC rules on the broadcast of violent content, the big 4 networks and the Ad Council are launching public service announcements (PSAs) to educate parents about the V-chip.
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The Ad Council joined with ABC, CBS, Fox and NBC to develop themes tailored to each network about the V-chip, which enables parents to use their TV remote control to block programming. A “violence safe harbor” amendment proposed by Sen. Hollings (D-S.C.) would require the FCC to study the effectiveness of the V-chip (CD March 10 p1). If the FCC finds the V-chip insufficiently effective, it would have to set rules to prohibit the broadcast of violent content during hours when children are likely to “comprise a substantial portion of the audience.” The bill would also make it illegal for broadcasters to distribute violent content not specifically rated for violence. The advertising industry said such a scheme would wipe out a wide range of programming (CD March 18 p11).
“In any industry, if there are issues that they can regulate themselves, they will do so,” said Ad Council CEO Peggy Conlon. It’s the first time the major networks collaborated on a single issue with the same message, Conlon said. The networks have been under pressure by Congress to educate parents on the V-Chip, she said, “but they've felt pressure from parents as well.” According to a recent national Ad Council survey, less than 10% of parents with children 2-17 are using the V-chip and about 80% of parents aren’t aware they have it.
ABC TV Network Pres. Alex Wallau said it was the networks’ responsibility to educate the public about choices they can make on programming and agreed with several Congressmen’s suggestion “that a renewed public education effort about the technology would be useful and worthwhile.”
Each network is developing its own national TV spots. Fox has been running its PSAs on the V-chip for 6 months with the tagline “With the V-chip you are in control,” a Fox spokesman said. ABC’s running several spots, beginning today (Wed.), featuring actors Jim Belushi and Larry Joe Campbell from ABC’s According to Jim sitcom, an ABC spokeswoman said. ABC’s tagline is “Get hip to the chip, the V-chip.” NBC will run a series of ads in April as part of its “The more you know” campaign, a spokeswoman said. The last time NBC ran a spot promoting the V-chip was late 1999. CBS will start its V-chip campaign the next 30 days, a CBS spokesman said. Further details weren’t available.
All the spots direct viewers to network Web sites that will house V-chip and program rating-specific information as well as links to instructions for programming the V-chip by manufacturer in TV sets, set top boxes and PVRs. “There has not been easily accessible information on the V-chip,” Conlon said. The Ad Council is in talking about launching another campaign using print, outdoor and radio.