Media Must Address Youth Obesity ‘Crisis,’ Martin Says
FCC Chmn. Martin urged media companies to deal with a “crisis” of surging obesity among children as he kickedoff the first meeting of a task force comprising industry and advocacy groups. Efforts by Disney and other broadcasters to encourage healthy eating are a good first step, Martin said, but “more must be done, and that’s why we have this group.” Martin and Comrs. Copps and Tate offered few solutions at the Capitol Hill meeting, but agreed media have a significant role in getting kids to stop gorging. Sen. Brownback (R- Kan.) joined commissioners and advocates in lamenting a shortening of life spans in the U.S. obesity keeps growing.
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Among the commissioners, Tate was the most specifically prescriptive. If she could wave a “magic wand,” TV would air as many ads touting healthy food as it is does junk food ads, she said: “We truly all have the same goal, it’s just a matter of how we get there. There is no silver bullet.” Programmers would do well to air as many ads showing people exercising as eating, Tate said: “This is the generation destined, as Senator Brownback said, to not outlive their parents.” The percentage of obese kids has roughly tripled to about 20% in recent decades, Brownback said.
Media feed into the obesity epidemic but can fight it as well, Copps said. “Sometimes it can be both part of a problem and part of a solution,” he said: “It can and occasionally has inflicted harm… I'm glad to see some media companies are here today and I wish there were more.” Executives of Black Family TV, Discovery, Disney, Ion, Turner and other companies are on the task force. Brownback hopes the group will meet privately through the spring and issue public recommendations this summer, he said. Task force chairman and Sesame Workshop Pres. Gary Knell wants recommendations by mid-July, he said.
Some media companies described their efforts to be good corporate citizens. Disney channels show more healthy eating, said Susan Fox, vp-govt. relations. Such content includes “short-form programming” longer than a public- service ad but briefer than a typical TV show, said Fox.
The youth obesity campaign and a la carte are linked indirectly because Martin wants industry cooperation on both issues, he told us after the task force meeting: “In both instances, I'm trying to encourage industry to take steps on their own… That’s preferable to government regulation.” Martin voiced support of adult a la carte plans floated by Sirius in its application to the FCC seeking permission to merge with XM. (See separate report in this issue.)