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Children's Television. Hearing on H.R. 1677 Before the Subcommittee on Telecommunications and Finance of the Committee on Energy and Commerce

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Children's Television. Hearing on H.R. 1677 Before the Subcommittee on Telecommunications and Finance of the Committee on Energy and Commerce DOCUMENT RESUME ED 315 048 IR 014 159 TITLE Children's Television. Hearing on H.R. 1677 before the Subcommittee on Telecommunications and Finance of the Committee on Energy and Commerce. House of Representatives, One Hundred First Congress, First Session. INSTITUTION Congress of the U.S., Washington, DC. House Committee on Energy and Commerce. PUB DATE 6 Apr 89 NOTE 213p.; Serial No. 101-32. AVAILABLE FROMSuperintendent of Documents, Congressional Sales Office, U.S. Government Printing Office, Washington, DC 20402. PUB TYPE Legal/Legislative/Regulatory Mat.. als (090) EDRS PRICE MF01/PC09 Plus Postage. DESCRIPTORS *Childrens Television; *Federal Legislation; Hearings; *Programing (Broadcast); *Television Commercials IDENTIFIERS Congress 101st ABSTRACT A statement by the chairman of the subcommittee, Representative Edward J. Markey opened this hearing on H.R. 1677, the Children's Television Act of 1989, a bill which would require the Federal Communications Commission to reinstate restrictions on advertising during children's television, to enforce the obligation of broadcasters to meet the eduCational and informational needs of the child audience, and for other purposes. The text of the bill is then presented, followed by related literature, surveys, and the testimony of nine witnesses: (1) Daniel R. Anderson, Psychology Department, University of Massachusetts; (2) Helen L. Boehm, vice president, Children's Advertising Review Unit, Council of Better Business Bureaus, Inc.;(3) Honorable Terry L. Bruce, Representative in Congress from the State of Illinois;(4) William P. Castleman, vice president, ACT III Broadcasting, on behalf of the Association of Independent Television Stations;(5) Peggy Charren, president, Action for Children's Television; (6) DeWitt F. Helm, Jr., president, Association of National Advertisers, Inc.;(7) Robert Keeshan, Robert Keeshan & Associates;(8) John P. Murray, professor, Department of Human Development and Family Studies, Kansas State University; and (9) Glenn Wright, vice president, KIRO-TV,on behalf of the National Association of Broadcasters. Additional materials submitted for the record include charts from Action for Children's Television illustrating commercial time levels during children's television programming and a statement by the American Association of Advertising Agencies, Inc. (MES) ********************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. ************************************************************N********** co to CHILDREN'S TELEVISION HEARING ctz BEFORE THE SUBCOMMITTEE ON TELECOMMUNICATIONS AND FINANCE OF THE COMMITTEE ON ENERGY AND COMMERCE HOUSE OF REPRESENTATIVES ONE HUNDRED FIRST CONGRESS FIRST SESSION ON H.R. 1677 A BILL TO REQUIRE THE FEDERAL COMMUNICATIONSCOMMISSION TO REINSTATE RESTRICTIONS ONADVERTISING DURING CHILDREN'S TELEVISION, To ENFORCE THEOBLIGATION OF BROADCASTERSTO MEET THE EDUCATIONALAND INFORMATIONAL NEEDSOF THE CHILD AUDIENCE, AND FOR OTHERPURPOSES APRIL 6, 1989 Serial No. 101-32 Printed for the use of the Committeeon Energy and Commerce U.& DEPARTMENTOF EDUCATION Office of rducabonal Research and Improvement EDUCATIONAL RESOURCESINFORMATION CENTER (ERICI li(ThtS document ha8 been reproducedas recoved from the personor organizalion originattng it I.' Minor changes havebeen made to improve reproduction quality e Poinleofviewornpimonsslatedinlhudocu men1 do not necessarilyrepresent offic,al OERI position or policy U.S. GOVERNMENT PRINTING OPTICS' 19.68414 WASHINGTON : 1989 For tale by the Superintendent of Documents. Congressionalliaise Office U.S. Government Printing Office,Washington,DC 20402 tstsi COPY AVAILABLE COMMITTEE ON ENERGY AND COMMERCE JOHN D. DINGELL,Michigan, Chairman JAMES H. SCHEUER, New York NORMAN F. LENT, New York HENRY A. WAXMAN, California EDWARD R. MADIGAN, Illinois PHILIP R. SHARP, Indiana CARLOS J. MOORHEAD, California JAMES J. FLORIO, New Jersey MATTHEW J. RINALDO, New Jersey EDWARD J. MARKEY, Massachusetts WILLIAM E. DANNEMEYER, California THOMAS A. LUKEN, Ohio BOB WHITTAKER, Kansas DOUG WALGREN, Pennsylvania THOMAS J. TAUKE, Iowa AL SWIFT, Washington DON RITTER, Pennsylvania MICKEY LELAND, Texas THOMAS J. BLILEY, JR., Virginia CARDISS COLLINS, Illinois JACK FIELDS, Texas MIKE SYNAR, Oklahoma MICHAEL G. OXLEY, Ohio W.J. "BILLY" TAUZIN, Louisiana HOWARD C. NIELSON, Utah RON WYDEN, Oregon MICHAEL BILIRAKIS, Florida RALPH M. HALL, Texas DAN SCHAEFER, Colorado DENNIS E. ECKART, Ohio JOE BARTON, Texas BILL RICHARDSON, New Mexico SONNY CALLAHAN, Alabama JIM SLATTERY, Kansas ALEX MuMILLAN, North Carolina GERRY SIKORSKI, Minnesota JOHN BRYANT, Texas JIM BATES, California RICK BOUCHER, Virginia JIM COOPER, Tennessee TERRY L. BRUCE, Illinois J. ROY ROWLAND, Georgia THOMAS J. MANTON, New York WM. MICHAEL KITZMILLER, Staff Director MARGARET A. DURBIN, Minority Chief Counsel/Staff Director SUBCOMMITTEE ON TELECOMMUNICATIONS AND FINANCE EDWARD J. MARKEY, Massachusetts, Chairman AL SWIFT, Washington MATTHEW J. RINALDO, New Jersey MICKEY LELAND, Texas EDWARD R. MADIGAN, Illinois CARDISS COLLINS, Illinois CARLOS J. MOORHEAD, California MIKE SYNAR, Oklahoma THOMAS J. TAUKE, Iowa W.J. "BILLY" TAUZIN, Louisiana DON RITTER, Pennsylvania RALPH M. HALL, Texas THOMAS J. BLILEY, JR., Virginia DENNIS E. ECKART, Ohio JACK FIELDS, Texas BILL RICHARDSON, New Mexico MICIIAEL G. OXLEY, Ohio JIM SLATTERY, Kansas DAN SCHAEFER, Colorado JOHN BRYANT, Texas NORMAN F. LENT, New York RICK BOUCHER, Virginia Ex Officio) JIM COOPER, Tennessee THOMAS J. MANTON, New York RON WYDEN, Oregon JOHN D, DINGELL, Michigan (Ex Officio) LAWRENCE:SIDMAN,Chief Counsel/Stuff Director SAIXIVE, Policy Analpt 'PERRY Unitas, Minority Council 'IWI fr. I . CONTENTS Text of H.R. 1677 Page Testimony of: 3 Anderson, Daniel R., Psychology setts Department, University of Massachu- Boehm, Helen L., vice president, 48 Children's Advertising ReviewUnit, Council of Better Business Bureaus,Inc Bruce, Hon. Terry L., 178 Illinois a Representative in Congress from theState of 31 Castleman, William P., vice president,ACT III Broadcasting, on behalf of Association of Independent TelevisionStations Charren, Peggy, president, Action 38 for Children's Television 181 Helm, DeWitt F., Jr., president,Association of National Advertisers, Inc Keeshan, Robert, Robert Keeshan & 156 Associates 145 Murray, John P., professor, Departmentof Human Development and Family Studies, Kansas State University Wright, Glenn, vice president, KIRO-TV, 146 tion of Broadcasters on behalf of National Astncia- Material submitted for the recordby: 50 Action for Children's Television: Charts illustrating commercialtime levels during children's TVprogramming American Association of Advertising 7 Agencies, Inc.: statement 201 CHILDREN'S TELEVISION THURSDAY, APRIL 6, 1989 HOUSE OF REPRESENTATIVES, COMMITTEE ON ENERGY AND COMMERCE, SUBCOMMITTEE ON TELECOMMUNICATIONSAND FINANCE, Washington, DC. The subcommittee met, pursuant to notice,at 10:10 a.m., in room 2322, Rayburn House Office Building,Hon. Edward J. Markey (chairman) presiding. Mr. MARKEY. Good morning. Today, we will consider H.R. 1677, theChildren's Television Act of 1989. Yesterday,my distinguished colleagues, Mr. Bryant, Mr. Rinaldo, Mr. Bruce, Mr. Slattery, thefull committee chairman Mr. Dingell, 11 other originalcosponsors, and I introduced legislation identical to the bill thatwas passed last Congress but pocket-vetoed by President Reagan. A companionbill was also introduced yester- day in the Senate by thedistinguished Senator from Ohio, Mr. Metzenbaum, and Senator Lautenbergof New Jersey. The legislationwe will consider today represents the product of prolonged negotiations between publicinterest groups and broad- casters and enjoys the support, thestrong support, of public inter- est advocates as well asmany broadcasters. The legislation has two basicrequirements: First, it will reduce the level of commercializationon children's television by capping the number of commercial minutesper hour that can be aired during children's programming.No longer will children be subject- ed to endless streams of commercialpictures. Second, and perhaps more imp,,rtantly, the legislation, for the first time, will clarify that a broadcaster's public interestresponsibilities include furnish- ing of educational and informationprogramming for our children. This provision willencourage new, creative, and innovative pro- gramming, signaling the dawn ofa new era of children's television programming. Before we move to the testimony ofour distinguished panel of witnesses, I would like to share withyou three charts illustrating the commercial time levels duringchildren television program- ming. The source of information for thefirst two charts is a study which will be released at today'shearing conducted by Action for Children's Television. The informationfor the third chart was pro- vided to the subcommittee by the threemajor television networks. The first chart reflects the number ofcommercial minutes per hour on weekday children'sprograms on a representative inde- pendent television station in Bostonlast fall. The chart illustrates that the station aired inexcess of 12 minutes and as much as 14 (1) 1 2 minutes of commercial matter each hour during the majority of its children's weekday programming. By no means should this chart be taken to indicate that every station in Boston or in the Nation exceeded the 12-minutes-per- hour guidelines level that was effective prior to1984.However, this chart plus
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