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child abuse.
The Act also required the FCC to complete its
Rulemaking/Notice of Inquiry initiated in 1987 on program length
commercials. The FCC was directed to consider the cognitive
abilities of children in requiring sponsorship identification for
children's broadcast material. The Act directed that commercials
should be clearly separate from programs for children and that
sponsorship identification must be presented in a manner
reasonably designed to assist children in understanding it.
On April 12, 1991, the FCC issued a Report and Order
defining a "program length commercial" as "a program associated
with a product, in which commercials for that product area
aired. The FCC stated that this distinction between programs
and commercials in the form of programs " directly addresses
a
fundamental regulatory concern, that children who have difficulty
enough distinguishing program content from unrelated commercial
matter, not be all the more confused by a show that interweaves
program content and commercial matter. " Program length
commercials directed at the child audience are not permitted
under the order.
How did broadcasters respond to the passage of the Act?
Broadcasters have testified that the average station now
carries 3.5 hours every week of children's educational
programming. Some of the network programs that are listed as
educational include: Cro on ABC - recently replaced with Dumb and
Dumber; NBC - Saved by the Bell, (some activists argue that this
program is not designed to educate) i CBS - Little Mermaid - some
activists argue this is not primarily educational, CBS argues it
teaches women to be independent; FOX - half hour every morning of
CubHouse that most people agree is educational Not every
affilaite carries it, for example, DC affiliate does not.
What do activists say?
In September of 1992, the Center for Media Education (CME)
released a study of stations' compliance with the Act: The study
focused on what broadcasters submitted as programming
specifically designed to meet the educational and informational
needs of children. It contained three major findings:
*
entertainmient shows such as the Jetsons or Yo Yoad were
being submitted as educational programming
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"ocrText": "child abuse.\nThe Act also required the FCC to complete its\nRulemaking/Notice of Inquiry initiated in 1987 on program length\ncommercials. The FCC was directed to consider the cognitive\nabilities of children in requiring sponsorship identification for\nchildren's broadcast material. The Act directed that commercials\nshould be clearly separate from programs for children and that\nsponsorship identification must be presented in a manner\nreasonably designed to assist children in understanding it.\nOn April 12, 1991, the FCC issued a Report and Order\ndefining a \"program length commercial\" as \"a program associated\nwith a product, in which commercials for that product area\naired. The FCC stated that this distinction between programs\nand commercials in the form of programs \" directly addresses\na\nfundamental regulatory concern, that children who have difficulty\nenough distinguishing program content from unrelated commercial\nmatter, not be all the more confused by a show that interweaves\nprogram content and commercial matter. \" Program length\ncommercials directed at the child audience are not permitted\nunder the order.\nHow did broadcasters respond to the passage of the Act?\nBroadcasters have testified that the average station now\ncarries 3.5 hours every week of children's educational\nprogramming. Some of the network programs that are listed as\neducational include: Cro on ABC - recently replaced with Dumb and\nDumber; NBC - Saved by the Bell, (some activists argue that this\nprogram is not designed to educate) i CBS - Little Mermaid - some\nactivists argue this is not primarily educational, CBS argues it\nteaches women to be independent; FOX - half hour every morning of\nCubHouse that most people agree is educational Not every\naffilaite carries it, for example, DC affiliate does not.\nWhat do activists say?\nIn September of 1992, the Center for Media Education (CME)\nreleased a study of stations' compliance with the Act: The study\nfocused on what broadcasters submitted as programming\nspecifically designed to meet the educational and informational\nneeds of children. It contained three major findings:\n*\nentertainmient shows such as the Jetsons or Yo Yoad were\nbeing submitted as educational programming"
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