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MedC H I L D iR EaN N ow Current Research on Children and the

Digital : Sharpening the Focus on Children

Since the first television set was the program, surf a Web site or even introduced in the 1930s, innovations purchase merchandise. What Is DTV? in have dramatically changed the way people watch As television transitions from analog In 1997, the federal govern- television. From black-and-white to digital, questions arise as to how ment allocated an additional to color, and low-definition to high- to best meet the needs of children. six megahertz of definition, television has come a long What are the potential benefits of digital to every television broad- way. The newest transformation is television? How can the technology caster as part of a digital the introduction of digital television. be used to serve children and families, spectrum giveaway valued at With features such as interactive while at the same time protect them approximately $70 billion.4 program guides, services and from possible harm? The transition This authorization was the enhanced audio and visual quality, to digital television offers a unique first step in a comprehensive digital television offers viewers a opportunity to shape how this new plan to convert the United richer television experience than ever technology can serve our nation’s States to a digital television before. children. This issue of Media (DTV) system. focuses on digital television and This new technology comes at a time its implications for kids and the Digital television is a broad- when children of all ages are heavy programming designed for them. casting technology that offers media consumers. According to the viewers sharper picture and Kaiser Family Foundation, children Putting Kids First in a Digital enhanced sound quality com- ages 8 years and older consume three World pared to existing analog tele- and a quarter hours of television vision by transmitting large daily1; children who use Educational/Informational quantities of data in compact spend close to an hour and a half Programming form, just like in personal daily.2 Even children under the age of Despite the amount of time children computers, compact disc six are immersed in media, spending spend watching television, they have players and the Internet. close to two hours a day watching limited options for educational pro- television, using computers and gramming. Numerous research stud- Enhanced Audio/ playing video games.3 In the digital ies have shown that exposure to edu- Quality environment, children will soon be cational television can have positive DTV provides CD-quality 5.1 able to view television and access effects on the social, intellectual and surround sound, the Internet from the same platform educational development of young immersing the audience with with the simple click of a mouse. children. For example, one study audio similar to a theater or Young viewers will be able to link found that preschool-aged children cineplex. to the Internet during a television who regularly viewed educational Continued on page 2 show to access information about Continued on page 3

A Children Now Newsletter Spring 2004 |1 Digital Television

What Is DTV? continued from page 1 broadcasters to air up to six of homes in an area are able channels at the same time. to access DTV programming. Digital television also offers Multicasting essentially allows Federal law requires television more than twice the screen each station to become its stations to broadcast on both resolution and clarity of analog own mini-network, giving it analog and digital channels television. DTV is displayed in a the flexibility to choose how to until digital television service wide-screen format with a 16- allocate its bandwidth to provide and equipment are widely unit width by 9-unit height ratio, varying levels of A/V quality available and the transition is the same ratio as most theater across its various channels.5 Each completed. Consumers may screens. broadcaster will most likely provide purchase a converter box to different combinations with varying receive DTV signals on their Interactive TV overall hours and quality. current television sets or buy When television and a new television already technology become available wired to receive those signals. on one platform, viewers will be Also known as “enhanced TV,” The Federal Communications able to obtain more information datacasting enables additional Commission reports that, as of or purchase merchandise by information (such as stock quotes, May 2003, more than 1,000 clicking information links or disaster warnings, sports scores, stations were on the air with products on the screen. and educational DTV signals and every major TV material) to be displayed on the market was served by at least Multicasting television screen while viewers are one DTV station.6 Given the compression power watching a program. Eventually, of digital transmission, viewers will be able to select the additional six the type of data they want megahertz of What the Public Thinks to have broadcast, thereby b a n d w i d t h creating a personalized allows digital A survey conducted by the experience. For example, Benton Foundation shows that using a remote control, the American public overwhelm- viewers can choose to play ingly supports (84%) the idea of games, check sports scores extending the responsibility of or stock quotes, or read an article related to the show they broadcasters to provide at least are watching. three hours of E/I programming on new digital channels they Deadlines for Transition . A majority of those sur- to DTV veyed (79%) also favor a pro- Congress recently set December posal that requires broadcasters 31, 2006 as the deadline to allocate 5 percent of their for commercial television proftis into a public broadcast- stations to broadcast ing fund to increase more edu- d i g i t a l l y. cational and noncommercial The date programming (Lake, Snell, Perry may be e x t e n d e d & Associates, January 1999). until 85 percent

2| Digital Television: Sharpening the Focus on Children Digital Television three percent of their total Helping Parents Navigate Continued from page 1 time. With digital technology, a Digital World broadcasters can potentially up programming increased their readi- to six channels, enabling them to offer Raising Parent Awareness About ness for kindergarten and had superior considerably more programming to their the Current TV Ratings System high school grades in English, science audience. Thus, the coalition proposed One of the potential benefits of 7 and math. Another study showed two ways broadcasters could meet their digital television is that it could that children ages two to four from public interest obligations to children. be used to help better inform low- and moderate-income families, One proposal would require broadcasters parents about the programs their who watched and other to devote three percent of their total children watch. The TV ratings educational programs, performed broadcasting hours to children’s system has had limited success better on vocabulary, school readiness, educational programming.10 The other in helping parents control their pre-reading and math tests than non- proposal would require broadcasters to children’s viewing habits because 8 viewers as long as three years later. air the three-hour minimum on their parents often do not understand primary channels and provide additional how it works.16 With datacasting, Furthermore, an analysis of research services to children. These services however, a program’s rating could on the effects of pro-social television could include offering supplemental E/I be shown throughout the length content found that the addition of programming on other channel streams, of a program. Parents could also guided lessons, games and general datacasting educational information click the ratings link to learn why discussion related to the program or providing financial support for a program is rated “V” for violence, “significantly strengthened” the noncommercial educational children’s “S” for sex, “L” for language or “D” promotion of pro-social behaviors programming.11 for suggestive dialogue. such as cooperation and honesty 9 among child viewers. The Impact of Interactivity Providing Parents with More While programming for children in Options for Ratings Systems With the transition to digital the digital environment is in the early Another benefit of , questions arise as to stages, researchers are exploring how technology is that it can be used to how broadcasters should meet their interactivity may impact children’s support a range of ratings systems. public interest obligation to children. cognitive development. Research has Television sets equipped with In April 2003, Children Now led the found that interactive components existing V-chip technology allow Children’s Media Policy Coalition, in technology have the potential to parents to use ratings to block comprised of public health, education increase children’s ability to learn television programming they deem and advocacy groups, which made collaboratively by communicating with to be unsuitable for their children. recommendations to the Federal peers to solve a problem.12 Interactive Currently, V-chips only interpret Communications Commission about games have been found to be effective two ratings systems: the broadcast how broadcasters should provide learning tools, helping to increase industry’s parental guidelines and educational programming in a digital cognitive skills such as spatial imagery MPAA ratings for movies.17 Yet environment. and multi-tasking.13 Yet the influence technology exists that has the of interactive technology on cognitive potential to interpret a broader The Three-Hour Rule in a Digital development is also shaped by the type range of ratings systems and can Age of technology, the genre of the content even adapt to changes in existing Currently, television broadcasters and the children themselves.14 More ratings systems.18 Such technology are required to air three hours of research on the impact of interactivity is already available in both analog educational/informational (E/I) on children is necessary to determine and digital TV sets manufactured programming per week between the how can be by various companies, including hours of 7:00 a.m. and 10:00 p.m. as used to enhance children’s cognitive and Hitachi, Pioneer and Sharp.19 part of their station licensing renewal social development.15 Parents could click links to guidelines. This amounts to about

A Children Now Newsletter Spring 2004 |3 Digital Television

independent ratings, which could be disabilities can also participate in the are two commercial-free digital offered by media advocacy groups or program, as it offers sign language for channels devoted to educational ratings boards, and receive additional deaf children and audio descriptions programming for preschoolers and information about specific programs, for blind and visually impaired teenagers, respectively. Additionally, rather than relying solely on the children.20 as commercial television stations rating judgements of the television begin converting their broadcasts and movie industries. The FCC Zoboomafoo (PBS), a wildlife show, from analog to digital, a number of should mandate an “open” V-Chip offers another example of digital public television stations are using the system that allows digital television programming created for children. new technology to serve children. In to support multiple ratings systems Together with Intel, PBS has created 2002, Thirteen/WNET in New York or one that enables changes to the an enhanced version of the series, launched Kids Thirteen, the city’s first current ratings system which features companion data that 24-hour, digitally-broadcast to give parents more educational channel exclusively information. for children. WCET-TV in Cincinnati recently added Exploring the Potential WCET Kids to its lineup of of Digital Programming educational programming, also for Kids offering parents commercial- A handful of children’s free television 24 hours a day.22 shows already incorporate new digital television Protecting Children in a technologies. WGBH-TV, Digital World a PBS affiliate in Boston, produced an enhanced, Interactive Advertising interactive prototype As television transitions to episode of Arthur, the digital, advertisers are trying Emmy Award-winning new ways to reach consumers. children’s program that While interactive advertising promotes reading, writing, technologies are still being creativity and problem- developed, children are likely solving, to show teachers and will be transmitted simultaneously to be a primary target. broadcasters what is possible with through the television signal and digital technology. By using a remote made available to users of Intel- Young children inherently lack the control or joystick, beginning readers based personal computers capable of reasoning ability to understand that can benefit from two caption tracks, receiving digital signals. Viewers with advertising may be biased and exag- as well as a glossary of words and these computers can interact with on- gerated. Consequently, advertising and definitions datacast throughout the screen animation, assist the show hosts, marketing efforts have been found to show. Children can pause the show guess the mystery animal of the day or have the most impact on children 23 to look up a word in the glossary. play an on-screen game unique to the under 8 years of age. They are also instructed to watch for enhanced broadcast. Computer games, specific events that occur during the coloring pages and interviews may Research shows that children do not episode. After the broadcast, children also be downloaded after the show.21 recognize the commercial intent of can download further information television advertising until the age of 24 or test alternative solutions to the In addition to digitally-enhanced seven. The vulnerability of children dilemmas Arthur and his friends programs for kids, there are to commercial persuasion, coupled face during the episode. Using entire digital channels devoted with innovations by advertisers to digital technology, children with to them. and The N reach child consumers, raises concerns Continued on page 6

4| Digital Television: Sharpening the Focus on Children Programming Ahead of the Game By , Executive Vice President and General Manager of Digital Television

New technologies transform television while supporting their social, emotional controversies raised in TV shows on The again and again. The most obvious and intellectual development. N. Bulletin boards, creation/publication change is ever-growing choice: viewers’ tools and polling engage teens in topics options keep expanding. The first Thanks to , Noggin and that meaningfully affect their lives— wave of cable introduced not just new The N provide two critical segments topics that few middle or high schools channels, but new ideas. Feature-length of the population with TV choices that have the luxury to address. movie services, 24-hour news channels meet their wants and needs. and around-the-clock music As educators, we have a third audience: all were made possible by new cable We have understood from the start that the adults who love and care for kids. channels. digital means more than an increased Through digital technology, we serve number of channel choices. Digital them, too. A separate Web site, http: With digital television, choice again technology makes interaction possible. //discussions.the-n.com, helps parents, is the difference. We have three-digit That translates to vast educational teachers and youth leaders talk with channel numbers. And, once more, potential. As a digital service, we can teens about issues raised on The N. expanded choice offers the opportunity offer each age group an integrated to invent new forms of TV—deep, rich viewing and interactive experience. Choice and interaction only begin to content for specific audiences targeting exploit the potential of digital television. specific ends. Our audience is the first generation The future will give our audience the to grow up in a connected world. power to shape its own media choices. At Noggin and The N, we use that Through the Internet, children can More sophisticated interactive capa- opportunity to provide 24 hours of create through words and images, and bilities will make individualized learning educational programs to young people we can reward and motivate them by opportunities a reality. Young people every day. By day, we serve preschoolers broadcasting their creations. have always been the first to embrace throughout their waking hours. Noggin new technologies and put them to the offers original shows that combine Noggin TV presents key preschool test. Tomorrow’s Noggin and The N storytelling and interactivity with content, guided by national standards. viewers will surely do the same. They’ll essential subjects like mathematics and At Noggin.com, we provide opportu- create media and electronic experiences science. We feature beloved Nick Jr. nities to practice and solidify the learn- we older folks can only imagine. We can, characters like Bob the Builder and ing introduced on TV. Using digital however, help them get there by making Oswald, as well as landmark learning broadband to provide rich audio and the most of new technologies today. programs like Blue’s Clues and Dora the animation, we’ve built a Web site that Explorer. We present both the daddy of young children can navigate, enjoy and preschool educational television, Sesame learn from, even before Street, and, exclusively, its interactive they can read. offspring, . Teens are a whole other When it’s bedtime for little ones and story. Today’s teenagers live primetime for teens, our nighttime and breathe the Internet. Using block, The N, delivers thought- the same core approach provoking dramas, comedies and as Noggin, The-N.com animation. The N speaks to adolescents allows teen viewers to about real life and strives to become an elaborate, analyze and authentic voice for their generation, debate ethical issues and Boris, Barbara, and Miffy, Noggin

A Children Now Newsletter Spring 2004 |5 Digital Television

Digital Television Policy Recommendations The Children’s Media Policy Coalition has made the following recommendations to the Federal Communications Commission (FCC) as it considers the public interest obligations of digital television broadcasters.28 The coalition has urged the FCC to rule on these public interest obligations before considering any other issues related to the transition to digital television.

Educational/Informational Programming Broadcasters should be required to provide educational/informational programming to children in the digital age. One proposal would require broadcasters to devote three percent of their total broadcasting hours to children’s educational programming. Another proposal would require broadcasters to air the three-hour minimum on their primary channel and provide additional services, such as supplemental E/I programming on other channel streams, datacasts of educational information or financial support for noncommercial educational children’s programming.

Interactive Advertising The FCC should prohibit commercial Web site links from being embedded in children’s programming. The Children’s Online Privacy and Protection Act (COPPA) should also be incorporated into the digital age to protect children.

Helping Parents Make Informed Decisions Datacasting technology should be used to provide parents with ratings information throughout the length of any given program. Parents could click a link to learn why a program is rated “V” for violence, “S” for sex, “L” for language or “D” for suggestive dialogue. Links to independent ratings offered by media advocacy groups or other ratings boards should also be available for parents who want to access additional information. The FCC should also mandate an “open” V-Chip system, which would allow a broader range of ratings systems to be supported by digital television sets.

Digital Television and feeding them. Children also among children and, as such, are Continued from page 4 acquire neopets points by answering highly appealing to advertisers. One about what marketing methods may marketing questionnaires and visiting advergame developer explained, “The be employed on digital television. product-sponsored Web sites, such as youth are the biggest influencers Capri Sun, Frito-Lay and Bubble of consumer brands. They’re what Advertisers already are using Yum. Finally, points are awarded defines what cool is (sic).”26 interactive media, specifically the for recruiting other children, which Internet, to entice child customers. allows Neopets.com to garner more Advocates are increasingly concerned Many companies are using a new child customers.25 that new technology will be used type of marketing, known as to track the viewing habits and “advergaming,” which encourages Children’s Privacy interests of viewers without their children to play Internet games. Some advergames permit advertisers knowledge or consent. A report by Advergames are often found on to monitor players without their the Center for Digital Democracy Web sites of popular products or knowledge, providing advertisers finds that can video games. For example, on information about the length of allow advertisers to target individual Neopets.com, young children take time child consumers are online viewers with personalized ads, which care of animated pets and earn points and what choices they make while may increase the likelihood of by keeping them alive, playing games playing. Advergames are very popular impulse purchases.27 Advertisers will

6| Digital Television: Sharpening the Focus on Children be able to target children according collecting, using or disclosing advertising than previously imagined, to their gender, age, household personal information without as well more targeted ways of selling income and/or race, by tracking the verifying parental consent, also must products to them. history of their individual television be updated for digital television. viewing habits. These new proposals will help protect Now is the time to look forward and children’s privacy and protect them determine how digital television can Updating Advertising Policies in from unlawful advertising. address children’s interests, rather than a Digital Age reacting later when their interests As the advertising industry develops Conclusion are not served. Broadcasters, policy- new methods of reaching child makers and children’s advocates must consumers, existing regulations that The transition from analog to work together to create a digital protect them from commercial digital television provides a unique media environment worthy of our influences must be reexamined and opportunity to address children’s nation’s children. updated. Several recommendations interests proactively in a rapidly have been proposed by the Children’s changing technological age. Digital Media Policy Coalition, including television has great potential to one that prohibits commercial Web provide our nation’s youth with site links from being embedded access to increased educational in children’s programming. The programming and to help parents Children’s Online Privacy and make informed choices about the Protection Act (COPPA), which programs their children watch. Yet prohibits Web sites designed for digital television also has the potential children under the age of 13 from to expose children to far more

8 Endnotes J.C. Wright & A.C. Huston, “Effects of educational TV in the Media: Media Ratings and Proposals for Reform (Menlo viewing in lower income preschoolers on academic skills, Park: Kaiser Family Foundation, 2002), p.27. 1 Kaiser Family Foundation, Kids and Media at the New school readiness, and school adjustment one to three years 19 Ibid. Millennium (Menlo Park: Kaiser Family Foundation, 1999), later: A report to Children’s Television Workshop” (1995). 20 National Center for Accessible Media,”Past Projects,” p. 23. 9 Mary-Louise Mares & Emory Woodard, as cited http://ncam.wgbh.org/projects/pastlist.html#earthur, gener- 2 Kaiser Family Foundation, “Kids and Media at the in Sandy Calvert et al., eds. Children in the Digital Age, ated 9/18/2003. New Millennium: A Comprehensive National Analysis of (Connecticut: Praeger Publishers, 2002), pgs. 147-148. 21 Newsbytes, “PBS & Intel Push Digital TV For Children’s Media Use Chart Pack,” http://www.kff.org/ 10 Children Now, Children’s Television Obligations of Digital Children,” http://www.exn.ca/Stories/1999/01/18/05.asp, content/1999/1535/ChartPack.pdf, generated 11/19/03. Television Broadcasters, Notice of Proposed Rulemaking, MM generated10/28/03 and Maryland Public Television, “MPT 3 Kaiser Family Foundation, Zero to Six: Electronic Media Docket No. 00-167, submitted April 21, 2003, pg. 3. in the Digital Age,” http://www.mpt.org/about/digital.cfm, in the Lives of Infants, Toddlers and Preschoolers, October 2003, 11 Ibid. generated 10/28/03. pp. 4-5. 12 Markle Foundation, “Children and Interactive Media 22 “Thirteen Launches Kids Thirteen,” Business Wire, 4 Media Access Project, “Digital TV and the Spectrum Research Compendium Update,” http://www.markle.org/ (7/11/02) and John Kiesewetter, “WCET Expands to Grab of 1997,” http://www.mediaaccess.org/programs/ news/interactive_media_update.pdf, generated 10/25/03. Four Digital Cable Channels, Cincinnati Enquirer, pg. 1E digitaltv/index.html, generated 12/21/03. 13 Kaveri Subrahmanyam et al., “New Forms of (4/11/03). 5 See Federal Communications Commission, Digital Electronic Media: the Impact of Interactive Games and the 23 As cited in Sandy Calvert et al., eds. Children in the Television Tower, supra, at Questions 2-3 (“There is a trade-off Internet on Cognition, Socialization and Behavior,” Dorothy Digital Age, (Connecticut: Praeger Publishers, 2002) p. 205. between using digital transmission capacity for improved G. Singer & Jerome L. Singer, 2001edition, Handbook of 24 As cited in Markle Foundation, “Children and pictures and sound and using it to transmit additional pro- Children and the Media, pp. 83-85. Interactive Media Research Compendium Update,” http: grams.”); Center for Media Education, supra (“Initially, at 14 Markle Foundation, “Executive Summary: Growing //www.markle.org/news/digital_kids.pdf, generated 1/5/04. least, the latter option [of SDTV multicasting] will be far Up with Interactive Media: What We Know and Don’t 25 Diane Cameron, “Marketers See Kids as Easy Prey,” more practical (given the scarcity of sets capable of display- Know About the Impact of on Children,” http: The Times Union, pg. B1 (9/7/2003). ing HDTV), which means that every local TV station will //www.markle.org/news/interactive_media.pdf, generated 26 Michel Marriott, “Playing with Consumers,” New be able to control a ‘mini-network’ of its own.”); Cringely 1/05/03. York Times, pg. G1 (10/30/2001). & PBS, supra, at § Multi-Casting; Digital Television: The Site, 15 Ibid. 27 Center for Digital Democracy, “TV That Watches supra, at § SDTV Multicasting. 16 Annenberg Public Policy Center of the University You: the Prying Eyes of Interactive Television,” http:// 6 Federal Communications Commission, “Digital of Pennsylvania, “Parents’ Use of the V-Chip to Supervise www.democraticmedia.org/privacyreport/.pdf, generated Television,” http://www.fcc.gov/cgb/consumerfacts/ Children’s Television Use,” http://www.appcpeen.org/ 9/29/03. digitaltv.html, generated 11/23/03. 05_media_developing_child/childrensprogramming/2003_ 28 All recommendations can be found in Children’s 7 Dan Anderson, Aletha C. Huston et al, “Sesame Street Parentsuseofvchip.pdf, generated 1/9/04. Television Obligations of Digital Television Broadcasters, Viewers as Adolescents: The Recontact Study,” In Shalom 17 Kaiser Family Foundation, Rating Sex and Violence in Notice of Proposed Rulemaking, MM Docket No. Fisch & Rosemarie Truglio, Eds., G is for growing: Thirty years the Media: Media Ratings and Proposals for Reform (Menlo Park, 00-167, submitted April 21, 2003, available at http:// of research on Sesame Street, (New Jersey: Lawrence Earlbaum Kaiser Family Foundation, 2002), p. 26 www.childrennow.org/media/fcc-03/fcc-comments-04- Associates, 2001). 18 Kaiser Family Foundation, Rating Sex and Violence 22-03.pdf.

A Children Now Newsletter Spring 2004 |7 Special Thanks to: About Children Now Children Now Board of Directors Dale Kunkel, Ph.D. Children Now is a research and action organization Neal Baer, M.D. Wolf Films/Universal Television University of California, Santa Barbara dedicated to assuring that children grow up in Peter D. Bewley The Clorox Company Angela J. Campbell economically secure families, where parents can go Geoffrey Cowan USC, Annenberg Institute for Public Representation, to work confident that their children are supported School of Communications Georgetown University Law Center by quality health coverage, a positive media John M. Garcia Kaiser Permanente environment, a good early education and safe, Jane K. Gardner Consultant (Chair) James A. Bachtell David G. Johnson Investor enriching activities to do after school. Recognized Institute for Public Representation, Suzanne Nora Johnson Goldman, Sachs & Co. Georgetown University Law Center for its expertise in media as a tool for change, Allan K. Jonas Jonas & Associates Children Now designs its strategies to improve Donald Kennedy Stanford University Sandy Calvert, Ph.D. children’s lives while at the same time helping Daniel M. Luevano Attorney Children’s Digital Media Center, Georgetown University America build a sustained commitment to putting Theodore R. Mitchell Occidental College children first. Children Now is an independent, Molly Munger English, Munger & Rice Amy Jordan, Ph.D. nonpartisan organization. Hon. Cruz Reynoso UC Davis, School of Law Annenberg Public Policy Center, Katharine Schlosberg Educational Consultant University of Pennsylvania The Children & the Media Program was established James P. Steyer Common Sense Media in 1993. Our goal is to improve the quality of media Michael Tollin Tollin/Robbins Productions Children & the Media Gloria Tristani Former FCC Commissioner Program Steering for children and about children’s issues. Committee Media Now serves as a link between academia and Written by Eileen Espejo & Patti Miller Karen Jaffe, Consultant the entertainment and advertising communities. Researched by Liron BenDor Dolores Morris, HBO Family Channel Copyedited by Ronald Pineda Raul Ramirez, KQED Designed by Ronald Pineda, Angel Juarez Dr. Donald Roberts, Stanford University The Children & the Media Program gratefully & Dennis Johnson Carole Simpson, ABC News acknowledges The Atlantic Philanthropies for its Ruth Wooden, Public Agenda support of this project. © March 2004, Children Now.

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