NBC Universal and Hulu have teamed with Common Sense Media partners Comcast, Cox and Time Warner Cable in donating airtime to a $40 million ad campaign, Power to the Parent, encouraging parents to take a larger role in their kids' media choices.
Common Sense Media, whose founding board members include FCC chairman Julius Genachowski, has created three TV spots.
A sample can be seen at this YouTube link.
Also running the spots are Common Sense partners DirecTV, Yahoo! and Facebook.
Common Sense says the message is that while the media world has changed -- kids spend 7.5 hours a day with media according to a Kaiser study cited by the group -- parenting hasn't.
"Parents can and should still be the primary influence in their kids lives and teach them to make smart, safe media choices. The ads drive interested parents to a special section of our site and encourages parents to find the resources they need."
Common Sense partners integrate the group's ratings and recommendation into their on demand or online programming. For example, Comcast carries Common Sense parenting tips On Demand and posts its movie reviews and links to other reviews at www.comcast.net.
Common Sense primarily advocates for parental control over government control of content, saying that the price of a free media is "a little extra homework for the parents."