Entertainment Associations Team on Parental Control Messaging

Launch PSAS, Education Campaign about TV, Movie Ratings System

Even as Sen. Jay Rockefeller (D- W. Va.) announced his priority of studying the impact of violent and indecent content on kids, the TV and films industries Wednesday announced launch of an awareness campaign about parental media management tools.

The National Association of Broadcasters, National Cable and Telecommunications Association, American Cable Association, Motion Picture Association of America and others have all signed on to the campaign, whose objectives are to promote the TV and film ratings systems as easy-to-use parental content control tools.

The campaign will include PSAs, theater advertisements, a redesigned website, and a broadcaster education initiative on mental health.

The messaging focuses on three things, the three that MPAA chief Chris Dodd emphasized in a speech two weeks ago at the National Press Club: Choice, control, and education.

The push comes in the wake of the Newtown mass shootings, which renewed interest in the impact of media violence on real-world violence.