Kids TV, Now With More Vitamins

[SOURCE: Broadcasting&Cable, AUTHOR: Kevin Downey]
B&C is running a special report this week on kids TV and marketing to children. Stung by critics -- and legislators -- who say kids TV turns children into mini couch potatoes, kids networks now urge their audience to shut off the TV to go outside and play. Kids programming has been under a microscope for years, but this scrutiny is now growing far more intense. The FCC’s Children’s Television Act stipulates a minimum required amount of educational programming by broadcasters, but the commission has new rules set to start Jan. 1 that, for the first time, would apply to cable as well as broadcast. Disney, Time Warner and Viacom are fighting to crush the rules altogether. Each network is wary of additional government oversights, and most are careful to note that recent attempts to promote healthy living, volunteerism and learning are part of a continuing effort to reach kids with positive messages, not just a special effort motivated by fear of tougher rules.
http://www.broadcastingcable.com/article/CA6283291?display=Special+Report&referral=SUPP
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