DC - February 27, 2013 - The television and
film industries today announced plans to roll out a national multimedia
campaign to inform parents about the many tools that can help them manage what
their children see on television and at the movies.
The industries will make a positive
contribution to the national conversation on violent behavior by launching a
national educational campaign through communications channels including
television public service announcements, educational and informational
websites, in-theater advertising, and other media.
The objectives of the initiative are to
remind parents that:
- TV and film
rating systems, parental controls in TV sets and set-top boxes, and a variety
of informational resources, are available to help families learn and practice "media
readily-available and easy-to-use elements can aid decision-making about
viewing and experiencing content; block content that may be objectionable for
children; and inform families about how to better control, filter and evaluate
the content they're viewing.
The consumer awareness initiative is
sponsored by the Motion Picture
Association of America (MPAA), National Association of Broadcasters (NAB), National Cable & Telecommunications Association
Association of Theatre Owners (NATO), American Cable Association (ACA) and the member
companies of those groups; as well as DirecTV and Verizon FiOS.
Elements of the
Campaign participants will roll out a
variety of initiatives in coming months to promote and publicize tools and
information for parents.
- Public Service
(which can be viewed at http://cble.co/ZHaVRy) will air on
broadcast, cable and other multichannel video outlets reminding parents of
where to find and how to use the TV and film rating systems, and parental
control blocking technology. The advertising includes video spots previously
created by The Ad Council, as well as video spots created by cable and
broadcast outlets and their trade associations.
about the film rating system will be produced and featured in movie theaters
and recently re-designed website, www.TheTVBoss.org, will provide a
one-stop solution for consumers seeking more information about the TV and movie
ratings systems, parental control technology, and media literacy.
- A recently
re-launched informational website, www.FilmRatings.com, will focus on
the film rating system, providing rating descriptors unique to each movie as
well as detailed information on the meaning of specific ratings.
participants will use multiple communication channels at their disposal,
including digital assets and social media, in concert with the many ways in
which their combined workforces interact with consumers, to help inform viewers
and customers of where to find information on the ratings systems, and how to
activate and use TV parental controls.
- Broadcasters, in
consultation with Associated Press, the Entertainment Industries Council, and
other groups, will develop public service initiatives related to mental health,
including creating a style guide to help educate journalists, television and
film producers, directors, and writers on mental health terminology. The initiative will produce additional public
service materials for use by participants in the campaign.
The messages of the initiative are based
on three key concepts:
- Choice. The TV and film
industries produce, create, and distribute a wide array of content choices that
appeal to many interests and audiences.
The industries widely promote and market this content in a manner that
helps parents make sound media choices and allows family members of all ages to
enjoy appropriate and rich media experiences.
- Control. Through parental
controls provided by cable companies, satellite providers, and telephone
companies; the TV-based V-Chip; and ratings systems for movies and TV, the
industries give parents and caregivers powerful options to help control and
manage the media enjoyed by their families.
Through industry efforts, parents can learn about the tools available to
them, and, with media literacy resources, help children and families understand
and place in context what they watch on television, see at the movies, and
absorb through other media.
The public service advertising and
collateral materials featured throughout the campaign will help consumers
better understand the TV and film rating systems, remind them to "be the boss"
of their TVs, encourage them to consume media together as families, and help
children understand the media they consume.
The partners in the initiative will
monitor the progress of the campaign and update messages and tools to keep pace
with developments in the marketplace.
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