Adelstein Wants V-Chip Inquiry, Says FCC Efforts on Violence Paltry

Adelstein wants an FCC hearing on the subject, the issuance of a notice on sponsorship identification -- which has votes from Martin and two other commissioners -- and rules on interactive ads aimed at children. “The FCC needs to get its own house in order,” he told the audience of media executives and Commissioners Michael Copps and Robert McDowell. The Media and Consumer & Governmental Affairs bureaus should conduct parental control and media literacy education, seeking money from Congress if necessary, said Adelstein. Martin “has not discussed this with Commissioner Adelstein, but he will,” said an FCC spokesman about the NOI. “He has not seen the proposal that’s in the speech.” Another FCC official said Adelstein tried unsuccessfully to brief Martin on the plan Tuesday night.

The V-Chip inquiry should resemble one sought by Sen. Mark Pryor, D-Ark., in the Child Safe Viewing Act of 2007 (S- 602), passed by the Senate Commerce Committee, Adelstein said. It shouldn’t take legislation to prompt commission action, he said. The inquiry should examine “advanced blocking” technology, the V-Chip and how to teach parents about such features, Adelstein told reporters. “The industry is starting to move way beyond the technology of the moribund V-Chip,” he added, citing products like TiVo and PVRs. “Why can’t we do an iPhone of parental controls?” he asked the lunch. CEA President Gary Shapiro, in the audience, voiced caution: “Behind every proposal like that, there’s a patent owner trying to get money from someone.” CEA for years has been at odds with Tri-Vision, alleging that the V-chip patent holder doesn’t license the technology on fair and reasonable terms. Tri-Vision has denied the allegations.

Adelstein planned to give a copy of his speech to Martin, probably late Wednesday, the commissioner told reporters. Martin could use ideas in it and from Pryor’s bill to form the basis of a inquiry notice written by the Media Bureau, he said. Copps praised Adelstein’s speech, demurring on whether he wants an inquiry. “We need to have a much more comprehensive approach to the problem” and the commission ought to do more, Copps said in a brief interview.

“We're stuck in the mud on a railroad track with a freight train bearing down on us,” Adelstein said. “The status quo cannot stand, not at the FCC, not in your industry.” The commission has done “absolutely nothing” to address violent programming since issuing a lackluster report to Congress on the issue over a year ago (CD April 26 p1), added Adelstein. “Few families are aware of the availability of the V-chip or other blocking technology, so they're rarely used.” A “standard Washington stalemate achieved through talk and delay” hasn’t helped, he said.

Shapiro disagreed, saying the public service announcement campaign around V-Chips was larger than for any other issue. “Parents say they want it, but when it comes right down to implementing it, they rarely use it,” he said. Adelstein said TV ratings should be more consistent across pay-TV platforms and third-party ratings from Common Sense Media, Parents TV Council and others should be incorporated into interactive program guides.

Broadcasters and pay-TV providers should ensure ads during shows rated as okay for children don’t have more mature material, Adelstein said. He said the TV Parental Guidelines Monitoring Board must “improve the accuracy and consistency of the ratings.” NCTA has long told parents of ways the industry lets them “practice responsible television viewing,” President Kyle McSlarrow said in a written statement. NCTA will continue to “educate policymakers about advanced parental controls and ratings improvements that the cable industry has championed,” he said. An NAB spokesman didn’t reply to a message seeking comment.