Cable groups had mixed reactions to a children’s TV rating system...
Cable groups had mixed reactions to a children’s TV rating system under development by Gemstar-TV Guide. The company plans to unveil a product early next year that rates TV programs by age appropriateness (CD Feb 9 p10). Cable &…
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Telecom Assn. for Marketing responded favorably. “We applaud the innovation,” said a spokeswoman: “Adding a service that keeps choice and control in the parents hands is likely to have a high appeal.” The American Cable Assn., which has pushed for adding child-friendly programming, was more muted. “More information is always good, parents and viewers can make better choices,” Matt Polka, the group’s pres. told us. “However, better ratings do not address the problem of the objectionable programming still coming into the home.” Gemstar said a trial of another advance, a VoD search service, with Comcast in St. Paul, Minn., is going smoothly. Gemstar is now working with VoD firms on technical details, said Todd Walker, senior vp-TV Guide Interactive. Later this year, the firm “will start trialing with other MSOs,” Walker told us. “Hopefully we'll have it available for commercial deployment, for those who want it by the end of the year.”