Adelstein Outlines an Agenda to protect America's Children

On Wednesday, Federal Communications Commission member Jonathan Adelstein discussed elements of an agenda to empower families and protect children in the digital age of television. Entitled “Stuck in the Mud: Time to Move on an Agenda to Protect America’s Children,” the speech highlighted concrete steps the Commission, Congress and the industry should take to enhance the viewing experience for families and children on TV and also on the Internet and other platforms. Acknowledging that the FCC has failed to develop and implement a sustained agenda to protect children since issuing the report on violence and children, Commissioner Adelstein said that “many parents feel like they are losing control, and they’re frustrated by a seemingly relentless march of coarse material that is too violent, too sexual, too unhealthy or too commercial for their children.” To address these concerns, Commissioner Adelstein proposed that the Commission, in partnership with industry and public interest stakeholders, take the following steps:

1) Examine Existence and Availability of Advanced Blocking Technology;

2) Develop National Media Literacy Campaign;

3) Update and Clarify TV Ratings and Content Labels;

4) Rate Entertainment Programming, Promotions and Commercials;

5) Unified Ratings System;

6) Promote Third-Party Ratings Systems;

7) Launch an Investigation of Embedded Advertising in Children’s Programming; and

8) Address Interactive Advertisement Targeting Children. Commissioner Adelstein also suggested that the FCC should host a Summit on Protecting America’s Children to encourage all stakeholders to bring their best ideas forward and develop best practices.
http://hraunfoss.fcc.gov/edocs_public/attachmatch/DOC-282883A1.doc