It looks obvious

Some FCC officials have said publicly that they would welcome the return of the family viewing hour — a voluntary agreement first made 30 years ago among the three broadcast networks to offer family-friendly programming during the 8 o’clock hour. But with cable and satellite, access to VOD services, DVD players and digital recording devices, the vast majority of Americans have programming at their fingertips that will meet any conceivable interest at any time of the day or night. That’s great news for parents. But it also highlights the flaw in the notion that, in 2006, the government should mandate that a specific hour be set aside for a certain type of programming on broadcast TV, or indeed that the FCC should attempt to regulate all of broadcast network primetime TV based on standards to protect kids.

So what is the answer? It is certainly not that government should regulate content on cable TV and the Internet. But there is a reasonable solution. Just as parents use technology on the Internet, ratings information and blocking technology are available for TV. Broadcast and cable networks have a ratings and parental-advisory system, and today’s TV sets are equipped with V-chips that block specified programming from entering a home. The entire TV industry is striving to provide parents with help to guide them through today’s thicket of offerings. To make sure parents are aware of the control they have over programming, the TV industry and Ad Council are collaborating on a $300 million educational campaign.