US media companies unite in effort to help parents monitor kids' TV

MUMBAI: The American Advertising Council has joined a broad cross-section of the media and entertainment industries to launch a national multi-media public service advertising (PSA) campaign calling on parents to take a more active role in their children's television viewing habits.

The campaign, entitled Media Management, was produced in partnership with the Motion Picture Association of America (MPAA), the National Cable and Telecommunications Association (NCTA) representing cable programmers and operators, the National Association of Broadcasters (NAB), the Consumer Electronics Association (CEA); television broadcast networks, including ABC, CBS, NBC, FOX and direct-to-home satellite providers DirecTV and Echostar.

The new PSAs are being distributed to media outlets nationwide this month and will appear in advertising time and space donated by the media. The media company campaign partners have committed to donate $300 million in advertising time and space for the new PSAs during the next 18 months.

Children's bedrooms have increasingly become multimedia centers, raising important issues about supervision and exposure to unlimited content. Ad Council research shows the majority of parents (70-80 per cent) have serious concerns about age-inappropriate television content. However, according to a Kaiser Generation M study, 53 per cent of 8-18 year-olds say their families have no rules about TV watching.

In addition, of the remaining 46 per cent who say their families do have rules, the vast majority (80 per cent) say these rules are enforced only some of the time, a little of the time, or never. Despite their general lack of awareness about blocking technologies, many parents are open to ideas that promise more control, and agree that these technologies can be an effective tool.

"For the first time parents have total power to control all TV programming in their home. Through TV, cable and satellite blocking mechanisms, parents can become the TV Boss in their homes. Whatever programs parents believe to be unsuitable for their nine and ten year olds, can be easily blocked, so that when parents go out to dinner, they can be secure in the knowledge they have blocked out all programs they don't want their young children to watch. By going to a website,, they can learn how to control all programming in the home," said former MPAA president and CEO Jack Valenti.

Created pro bono by advertising agency McCann Erickson New York, the Media Management campaign includes new television, radio, print and web advertising, which aims to educate and inform parents with young children about how they can monitor and supervise their children's television consumption.

"We are proud to join Jack Valenti and all of our media and entertainment partners in this unprecedented campaign to give parents the tools they need to block from their homes television programming they feel is inappropriate for their children. This campaign is compelling, engaging and innovative, and I believe it will be generously supported by the media and - more importantly - motivating for parents," said The Advertising Council president and CEO Peggy Conlon.

The new television spots humourously feature scenes in which parents take steps to protect their children from exposure to inappropriate behavior. All of the ads say to parents, "You're the boss of what your kids watch. Make the rules. Know the ratings. Use parental controls."

The new PSAs can be viewed at

"It is important for parents to know that they have the power and the responsibility to monitor what their children watch on TV. We decided to show that empowered parent in a humourous, relevant way," said McCann Erickson New York chief creative officer Joyce King Thomas.

The campaign encourages parents to visit a new comprehensive website,, which provides information on how they can take a more active role in their children's media consumption. Developed by Ripple Effects Interactive, the website features tips on managing television programming, (including using the V-chip and cable/satellite blocking mechanisms), making program choices together, talking to children about what they're watching and checking program content and ratings.

Latest Reads
Applause Entertainment to produce series on 2016 surgical strikes

MUMBAI: Applause Entertainment is making all the right moves.

Television Production House Non-Fiction
Sony Six rakes in ad rev from BBL despite slow start

MUMBAI: The second most popular domestic T20 cricket tournament in the world after Indian Premier League (IPL) is Australia’s Big Bash League (BBL). The Cricket Australia rights, which were with Star India from 2011-12 to 2016-17, have now been acquired by Sony Pictures Network (SPN) India for the...

Television TV Channels Sports
Star India gets aggressive with global programme syndication sales

MUMBAI: Leading Indian media and entertainment major Star India is quite confident that its new catalogue of historical dramas and contemporary soaps and series will gain traction as it continues with its international syndication drive.

Television TV Channels GECs
Season 8 of the drama-packed reality cooking series, MasterChef U.S. premieres on Star World

Viewers are in for a delectable treat as world renowned celebrity Chef Gordon Ramsay returns to the small screen along with celebrated American chef and television personality Aaron Sanchez and chef, author and television personality Christina Tosi in the latest season of MasterChef U.S. that will...

Television TV Channels English Entertainment
Star and BCCI pull out all stops to make the VIVO IPL 2018 Retention event - an unprecedented success

The VIVO IPL 2018 Retention event, broadcast for the first time in its 10-year history, had cricket lovers riveted across television sets and mobile devices and set social media abuzz with mentions and conversations that came close to rivalling those of full-fledged T20 India matches.

Television TV Channels Sports
News Nation turns five

MUMBAI: Question Hour ,the flagship show of News Nation is turning 5 years old. Over last five years the show has covered various developments in political, social, international, sports and variety of other arenas. With the beginning of 2018 the show has undergone a major revamp. The change not...

Television TV Channels News Broadcasting
Dsport acquires exclusive India rights for Bellator MMA

Dsport has acquired the rights from Electus International to air the popular mixed martial arts franchise, Bellator MMA, in India starting January 2018.

Television TV Channels Sports
'Kumkum Bhagya' hits the 1000-episode milestone

MUMBAI: Ekta Kapoor shows Kumkum Bhagya and Kundali Bhagya have been working their magic for Zee TV since launch–the former since 2014. According to Broadcast Audience Research Council (BARC), both shows have been ruling the roost across general entertainment channels (GECs) urban and rural (U+R)...

Television TV Channels GECs
Discovery Communications to move global headquarters to New York

Mumbai: Discovery Communications, in a recent release, has announced plans to relocate its global headquarters from Silver Spring, Maryland, to New York City in 2019. Contingent upon the closing of the company’s acquisition of Scripps Networks Interactive, Discovery also will establish a National...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories