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The TV BossMedia and Entertainment Industries Unite in Unprecedented Effort to Help Parents Monitor Kids’ TVJuly 25, 2006 http://www.adcouncil.org/newsDetail.aspx?id=90 WASHINGTON, D.C. – The Advertising Council has joined a broad cross-section of the media and entertainment industries to announce today the launch of 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 & 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 an unprecedented $300 million in advertising time and space for the new PSAs during the next eighteen 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%) have serious concerns about age-inappropriate television content. However, according to a Kaiser Generation M study, 53% of 8-18 year-olds say their families have no rules about TV watching. In addition, of the remaining 46% who say their families do have rules, the vast majority (80%) 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," said Jack Valenti, former MPAA President and CEO. "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, ‘TheTVBoss.org,’ they can learn how to control all programming in the home." 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," said Peggy Conlon, President & CEO of The Advertising Council. "This campaign is compelling, engaging and innovative, and I believe it will be generously supported by the media and – more importantly – motivating for parents." The new television spots humorously 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." "It is important for parents to know that they have the power and the responsibility to monitor what their children watch on TV," said Joyce King Thomas, Chief Creative Officer at McCann Erickson New York. "We decided to show that empowered parent in a humorous, relevant way." The campaign encourages parents to visit a new comprehensive website, www.TheTVBoss.org, 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. This campaign was developed to help parents and caregivers take control of TV viewing in their own home. The campaign PSAs and website, www.TheTVBoss.org, provide tips on how to help manage TV programming, (including using the V-chip and cable/satellite blocking mechanisms), make program choices together, talk to children about what they're watching and check program content and ratings. McCann Erickson New York is the flagship and single largest agency of McCann Erickson Worldwide, the world's largest international advertising agency network. The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. CONTACT: The Ad Council: Ellyn Fisher, 212-984-1964, efisher@adcouncil.org For additional information please see:
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