TV ratings system helps parents

By JACK VALENTI / For Scripps Howard News Service

For the first time, the broadcast/cable industry has put in place TV Parental Guidelines, which offer parents additional information about TV programs to help them better monitor the TV watching of their young children.

The guidelines are ultimately to be used with a so-called V-Chip, an electronic device to be inserted in TV sets that, with a special remote controller, allows parents to block out programs they don't want their children to see. The guidelines were designed to be simple to use, easy to understand.

The Parental Guidelines are a combination of "content," that is, whether a program contains sex or violence or language, and "Age Categories," which makes it easier for parents to use a V-Chip with efficiency.

The categories measure the severity of content in the program. The first category is TV-G. This means programs intended for viewing by all ages. Then, TV-PG, urging parents to be wary for their younger children. Next TV-14, which cautions parents that under-14 year olds ought not watch the show unattended by parents. And finally, TV-M, for adults and not for children.

Critics complain these ratings don't tell enough about the program. They want S for sex, V for violence and L for language to accompany the rating. But with a V-chip this design would be inaccurate and confusing. Here's why. "Dr. Quinn, Medicine Woman" and "Touched by an Angel," programs lauded by religious groups and others as "family value" shows, would both carry an "S," because there is some kissing and hugging in these otherwise benign programs.

But "S" would also be applied to Sharon Stones' "Basic Instinct" and to "Natural Born Killers." How then is a parent to distinguish between what is family entertainment and programs plainly suited only for adults?

Under TV Parental Guidelines, the remedy is simple. "Dr. Quinn" and "Touched by an Angel" are both rated TV-G. "Basic Instinct" and "Natural Born Killers" would be rated TV-M.

Here's how it would work with a V-Chip: Mom and Dad are going out to dinner at 7:30 and plan to return at 10:30. Their two children, 7 and 9, are left with a baby-sitter.

With a V-Chip in place, before they leave the house, they can with two punches of a button block out all TV-14 and TV-M rated programs. They punch one more button, and TV-PG is also eradicated until they return.

Ah, say the critics, but why not give a severity rating for sex, violence and language, that is, have increasing degrees for each of those elements, ranging from one to five? Such as V-4, S-5, L-2.

Canada has tried and abandoned precisely that kind of design, which was tested with a couple of hundred Canadian families in four provinces. It proved too complicated, with some 124 permutations, and broke down under the weight of complexity. As one wag put it: "Calculus is easier."

Because of the vast volume of programming, networks and distributors would initially rate their own programs. A Monitoring/Oversight Board will review all that receive widespread criticism for misapplication of the guidelines and work with the network/distributor to revise the rating, if the board believes it to be in error.

A nationwide survey conducted in January by the Pew Research Center, not affiliated with or retained by the broadcast industry, revealed 69 percent of parents found the new guidelines helpful.

Over the next year, parents will be polled, because parents will be the arbiters of the worth of TV Parental Guidelines.

Jack Valenti is chairman and CEO of the Motion Picture Association.