Remarks of
Commissioner Susan Ness
before the
NAB Service to Children Symposium
Washington, D.C.
October 2, 1996
(As prepared for delivery)
"IT'S ABOUT TIME"
This conference is very timely. Although you've been meeting each year
for a decade on children's programming, this year is a watershed.
It's about time...
I was beginning to think that we would be celebrating the twentieth
anniversary of the Service to Children awards before the Children's
Television Act rules were revised, but we have finally adopted rules
that give meaning to the Children's Television Act.
It's about time... that broadcasters and the community work as a
partnership to provide quality children's television...And you are.
It's about time... that advertisers join in funding and promoting
children's educational programming... And now they are.
And now it's about time... that you have the support you need to make
the great promise of quality educational children's television
programming a reality.
That's why I am so pleased to be here.
Let me take a little time to put this in historical perspective: Congress
enacted the Children's Television Act in 1990. It requires each
broadcaster to serve the educational and informational needs of
children. Until now, there's been no guidance on what is expected;
broadcasters have had to guess. The result is that some broadcasters
have served the educational needs of kids, while others have not.
Worse, this disparity has created a competitive disadvantage for those
of you who have sought to fulfill your responsibilities. Now, at last, we
have a set of rules that will eliminate the uncertainty -- and permit
industry to focus on children's programming -- not FCC rulemaking.
What the FCC ruling does -- It's about time...
1. The rule establishes a guideline of three hours per week -- or
equivalent -- of core children's educational programming -- that's
less than 2% of the broadcast week.
2. It strengthens the definition of "educational" programming --
regularly scheduled half-hour shows specifically designed to meet
the educational needs of children as opposed to general audience
programming that has some incidental educational value. To
educate children must be a significant purpose of the show.
3. The shows must be regularly scheduled at times when kids
actually watch TV -- between 7 a.m. and 10 p.m., and
4. The programs must be identified as educational at the time they
are broadcast and stations must provide listing information to
newspapers and others to help the public identify educational
shows.
What it does not do: The FCC ruling does not tell broadcasters what to
teach or which shows to air, or what the message is.
Thus in our Order, we have tried to remove the barriers and the
disincentives to broadcasters who want to serve the children in their
communities; many of you have been working long and hard to do just
that.
I see three main barriers:
1) Availability of programming that kids will want to watch
2) Scheduling of programming
3) Promotion of programming
First, availability of programming: By setting a safe harbor of three
hours of core children's programming, we have primed the pump for
production of educational programming.
Broadcasters know what is expected to meet the children's television
requirement for license renewal -- three hours or the functional
equivalent. We've listened to those of you who have dedicated your
efforts to serve children by providing a slightly different mix -- we've
provided a measure of flexibility to give due weight to short form
programs, PSA's and other non-core programming efforts -- provided
that the mix contributes at least as much as three hours of core
programming to educating children in your community.
Your performance will be evaluated by the FCC staff. Just a note of
warning: this is NOT an opening for those who wish to squeak by with
the least effort possible.
Market demand for educational programming has been created, and the
creative community is responding. Some state associations have
funded children's programs. NAB is providing seed money for the
terrific new pilot we just saw.
And the Networks are planning new fare. An article in the September 9
issue of "Broadcasting" summarized new educational children's TV
shows:
CBS has 2 new shows plus their existing educational kids shows;
ABC is announcing 2 new shows,
Fox has at least 3 new shows in development, and
WB is working on 2 new shows.
NBC and UPN didn't specify their plans but said they are also
working on new kids shows that are "FCC-friendly."
In addition, syndicators have almost 20 shows in various stages of
development -- shows likely to meet FCC guidelines.
The second barrier is scheduling: If you want to get an audience for
educational programming, it must be aired when the majority of
children are likely to be watching. That's why we said to qualify as core
programming, it must be aired between the hours of 7:00 a.m. to 10
p.m.
The recent license renewal applications for Maryland, the District of
Columbia, Virginia, West Virginia, and Delaware showed that 2.8% of
the children's programs broadcasters said were educational and
informational were aired in the dead of night -- between 11:00 pm and
6:00 a.m. Maybe they were aimed at child insomniacs...
But now, with our new definition of core programming, educational
shows will be regularly scheduled and parents and teachers will be able
to find educational programming. That will help audiences to grow.
Third, these shows need promotion: You are required to designate
which programs you believe are educational when you submit your
schedule to the television listing services. Some newspapers and
program guide publishers are talking about highlighting these listings
in a special box, so that parents can find them easily. I strongly urge
them to do so. And knowing which shows YOU deem educational will
also help the community enforce the spirit of the Act. America's
Funniest Home Videos? Does it pass the "laugh test?"
But more can be done.
I was pleased to learn that at the White House Children's Television
Summit, advertisers talked about setting aside a portion of their
budgets to underwrite and promote quality children's television.
The momentum begun last July 31, was reflected in a meeting just last
week with members of the advertising and marketing communities.
Wouldn't it be great if Kelloggs again promoted on its cereal boxes an
educational program it was sponsoring? My kids read every word. I
understand that it used to promote Reading Rainbow in that way.
Isn't it about time... that producers and advertisers join forces early on
to promote educational programs with merchandising products? Magic
School Bus CD ROM's and books are selling like hotcakes.
I believe in television. I believe in its power to educate as it entertains.
And to attract audiences.
To succeed, programs must be entertaining as well as educational;
enthralling as well as enlightening. And it can be done. Bill Cosby and
other celebrated actors, directors, and producers are talking about
contributing their talents to develop programs that kids will love to
watch. But let's not have a double standard. Eighty percent of prime
time programs fail to catch on. We must not condemn educational
programs if their ratings are low at first.
And I believe in your ability to make it work. The rulemaking is behind
us.
It's about time... that broadcasters compete on the basis of quality
educational programming for children. Let's now seize the opportunity
to shine.
In closing, I want to take a moment to commend the late Ralph
Gabbard for his courageous leadership in helping to resolve the
Children's Television Rulemaking. He represented the finest values of
the broadcast industry in its commitment to serve the public. Let his
memory be an inspiration to us all.
Thank you.