Ad Council to Parents: Manage Kids’ Media

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The Advertising Council and several media-industry groups teamed up on a national multimedia public-service-announcement campaign calling on parents to take a more active role in their children's television-viewing habits.

The campaign, Media Management, was produced in partnership with the Motion Picture Association of America, the National Cable & Telecommunications Association, the National Association of Broadcasters, the Consumer Electronics Association, ABC, CBS, NBC, Fox, DirecTV and EchoStar Communications.

The Ad Council said the new PSAs are being distributed to media outlets nationwide this month, and they will appear in advertising time and space donated by the media. The campaign partners have committed to donate $300 million in advertising time and space for the new PSAs during the next 18 months, the Ad Council added.

“For the first time, parents have total power to control all TV programming in their home,” former MPAA CEO Jack Valenti said in a prepared statement.

“Through TV, cable and satellite blocking mechanisms, parents can become the TV boss in their homes," he added. "Whatever programs parents believe to be unsuitable for their nine- and 10-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 Web site [www.thetvboss.org], they can learn how to control all programming in the home."

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