[Fwd: [FAIR-L] ACTION ALERT: The Commercialization of Children's Public
TV]
Gary Ruskin
gary@essential.org
Thu, 16 Mar 2000 10:03:02 -0500
Commercial Alert March 16, 2000
Following is an action alert from Fairness and Accuracy in Reporting
<http://www.fair.org/>.
>
> FAIR-L
> Fairness & Accuracy in Reporting
> Media analysis, critiques and news reports
>
> ACTION ALERT:
> The Commercialization of Children's Public Television
>
> March 15, 2000
>
> At the end of Sesame Street, the show traditionally announces that that the
> episode has been brought to you by, say, "the letter Z and the number 2"--a
> daily reminder of the show's commitment to non-commercial educational
> programming. But these days, the tradition has been co-opted for profit:
> Today after the show, you might hear an announcement that "Pfizer brings
> parents the letter Z--as in Zithromax."
>
> Zithromax is an antibiotic promoted by pharmaceutical giant Pfizer for
> treating ear infections and other ailments. "More information about
> Zithromax is just a click away," the spot promises, accompanied by images of
> a zebra and children playing with a giant toy block.
>
> As illustrated by the Pfizer spot, the 15-second announcements that bracket
> PBS kids' shows are growing increasingly commercial. These "enhanced
> underwriter acknowledgments"-- PBS's euphemism for commercials-- are public
> broadcasters' solution to funding problems in the wake of reduced government
> support. But are they legal? Many underwriter advertisements may be in
> violation of communications law, Federal Communications Commission (FCC)
> regulations, and even PBS's own guidelines.
>
> The Communications Act of 1934 flatly forbids non-commercial broadcasters
> from airing any kind of advertisements, defined as messages that "promote
> any service, facility or product" for profit. But the FCC, charged with
> enforcing this law, has found a loophole in this straightforward ban
> (Extra!, 9-10/93), giving an OK to donor acknowledgements that include
> location information, logos or slogans "which identify and do not promote."
> The FCC allows "value neutral descriptions of a product line or service,"
> but emphasizes that "such announcements may not include qualitative or
> comparative language."
>
> While the idea that a for-profit company can "identify" its product without
> "promoting" it is dubious in itself, PBS's guidelines for underwriters
> (found on the PBS website) water down these weakened rules even further,
> turning prohibitions into suggestions: "If an announcement involves brands
> or products especially appealing to young viewers, the message should avoid
> depicting the products or using mascots and other elements that encourage
> children to ask for the products. Ideally, announcements should contain a
> value-neutral identification and a message of support for PBS, public
> television, or education."
>
> Unfortunately, PBS chooses to air commercials that fall far short of this
> "ideal." The Zithromax ad's exotic animal and outsized toy, meant to evoke
> the product's logo, also serve to make a prescription-only drug appealing to
> preschool viewers.
>
> The Pfizer ad is followed by one for Looksmart.com, a family-oriented
> Internet portal, informing viewers that "we help families discover the
> fascinating possibilities of the Internet." "Fascinating possibilities" is
> "value-neutral" language?
>
> Similarly, another Sesame Street underwriter credit featuring the shopping
> website Toysmart.com calls on parents to "Click on your child's potential,"
> touting the benefits of the product while actively urging parents to use it.
>
> The widespread use of company slogans on public television inevitably
> crosses into commercial territory, in violation of both FCC rules and
> communications law. A spot for Arthur sponsor Juicy Juice identifies the
> product with the tag "100% juice for 100% kids." An ad for Healthtex
> (Zoboomafoo) markets its "playclothes for life's little lessons." Since
> phrases like "for 100% kids" and "life's little lessons" have no objective
> meaning, they are not value-neutral descriptions of products, but
> promotional slogans.
>
> Some of the more insidious commercials on PBS masquerade as announcements in
> support of educational values, portraying corporate underwriters in a
> positive light as advocates of children's welfare--what's known as "image
> advertising." This practice is illustrated by spots for Wishbone
> underwriters, who incorporate their well-known slogans into messages of
> support for education.
>
> In one ad, "Chuck E. Cheese proudly supports PBS kids' television, where a
> kid can be a kid." Coupled with the pizza chain's unmistakable jingle, the
> effect is deliberately ambiguous: Is it PBS where a kid can be a kid, or
> Chuck E. Cheese?
>
> In another Wishbone announcement, we hear from "Kellogg's Frosted Flakes,
> reminding you that thinking and creating are more than good, they're great!"
> The familiar catchphrase calls to mind Frosted Flakes' cartoon mascot Tony
> the Tiger--linking the sugary cereal to educational and creative play.
>
> Some underwriters go even further, blatantly featuring their products as
> encouraging kids to learn. In a commercial for another Arthur sponsor, a
> child's excited voice tells us about "Post Alpha-Bits Cereal: 26 little
> letters that make up a million words, that tell billions of stories--and it
> all starts with ABC." It's hard to miss the implication that Alpha-Bits must
> be a great way to get kids excited about reading.
>
> This pseudo-educational theme can be seen on New York's Channel 13 (WNET),
> when an animated Ronald McDonald opens a book--and out flies a red Happy
> Meal box with familiar golden arches, transforming the bare surroundings
> into an animated wonderland. A voiceover tells viewers that McDonald's is
> "happy" to support children's television. This commercial blatantly uses
> the cartoon Ronald McDonald to create an animated visual link between
> McDonald's Happy Meals and fun.
>
> Good thing PBS's guideline against underwriters using products and mascots
> to appeal to children is only a suggestion.
>
> ACTION: PBS's website maintains that its children's programs "are
> commercial-free and do not seek to sell anything to young viewers except the
> fun and excitement of learning." The network is failing to live up to this
> claim. Urge PBS to take a stand against marketing to children, and ask the
> FCC to enforce--and strengthen--its rulings against the commercialization of
> public television.
>
> Contact:
> PBS Headquarters:
> mailto:viewer@pbs.org
>
> FCC:
> Chairman William Kennard
> mailto:bkennard@fcc.gov
>
> As always, please remember that letters are taken more seriously if they
> maintain a calm, professional tone. Please cc-copies of your correspondence
> to fair@fair.org.
>
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>
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<------END OF FAIR'S ACTION ALERT------>
FOR MORE INFORMATION ABOUT THE COMMERCIALIZATION OF CHILDREN'S
PROGRAMMING ON PBS:
See Commercial Alert's web page on Sesame Street, Children's Television
Workshop and the Public Broadcasting System:
<http://www.essential.org/alert/ctw/index.html>.
Commercial Alert opposes corporate exploitation of children and the
excesses of commercialism, advertising and marketing.
Commercial Alert's materials are distributed electronically via the
commercial-alert mailing list <commercial-alert@lists.essential.org>. To
subscribe to the commercial-alert mailing list, go to
<http://lists.essential.org/mailman/listinfo/commercial-alert> or send
the word "subscribe" to <alert@essential.org>.
PLEASE DISTRIBUTE WIDELY
--
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Gary Ruskin | Commercial Alert
1611 Connecticut Ave. NW Suite #3A | Washington, DC 20009
Phone: (202) 296-2787 | Fax (202) 833-2406
http://www.essential.org/alert/ | mailto:gary@essential.org
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