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News
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Tuesday, 28 April 2009 00:00 |
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In its filing to the FCC about the state of content-blocking technologies for media, The Children's Media Policy Council asked the FCC to fix the V-chip system and allow it to block some TV ads, including those embedded in programming. The Council says that violent and sexually explicit television content is not their only concern--ads for alcohol and products such as Viagra are also inappropriate for young viewers, and parents should be able to block those as well. In March, the FCC opened an inquiry into media-content control technologies as part of the Child Safe Viewing Act. The CMPC is proposing that the V-chip include a content descriptor that identifies shows with product placement or integration. An article in Broadcasting and Cable quotes a spokesperson from the Council:
"Because broadcasters and origination cablecasters are already required under Section 317 of the Communications Act to make sponsorship identification announcements in any programming for which consideration has been received, amending the current ratings system in this manner would impose a minimal burden."
See the B&C article to read more about the proposal as well as why the National Association of Advertisers disagrees with it.
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