TV Executives Say Children Tune Out Shows That Teach : Media: Broadcasters argue against FCC rules seeking more educational programming. They say little viewers prefer ‘Jetsons’ to instructional shows.

Television broadcasters, decrying proposed Federal Communications Commission rules barring use of “The Jetsons” cartoons and similar shows as educational programming for children, defended their practices Tuesday by saying that young viewers are bored by most instructional programs.

Testifying at a packed agency hearing, television executives said that educational shows such as PBS’ “Where in the World Is Carmen Sandiego?” and “Ghostwriter,” which win accolades from children’s advocates, cost as much as $390,000 per 30-minute episode--more than many non-educational programs--and survive only because they are shown on public television networks.

Educators who favor the new rules, however, challenged the television industry to develop shows that teach and entertain, such as the two PBS shows. Those programs have low ratings compared to animated action shows, many of which have advertiser tie-ins.

The educators also said shows such as “The Jetsons” and “Mighty Morphin Power Rangers,” a widely popular martial arts show, should not be considered educational because they have no instructional content. While television broadcasters did not contest that point, they argued that the FCC should not react by issuing further restrictions on their independence.

Television programmers have come under increasing scrutiny as the FCC considers tightening the definition of educational programming. Broadcasters have to detail how they are complying with the Children’s Television Act of 1990, which encourages them to air more instructional fare, when they apply for license renewals every five years.

Network executives and television programmers told the FCC that they are complying with the law and that stricter regulation of the industry would stifle creativity. FCC Chairman Reed E. Hundt, in an interview after the hearing, said that educators, the television industry and the FCC all agree that “broadcasters have a social contract with the public” to provide quality instructional programming.

Under existing FCC rules, any show that advances “the positive development of the child in any respect” qualifies as educational programming. The regulations neither instruct broadcasters when to schedule their educational shows nor set out how much air time such programming deserves.

Now the FCC is considering refining the definition of “educational.” Under a proposed new standard, a show could be listed as instructional only if its “primary purpose” is educational.

The FCC is also examining plans to require stations to broadcast at least one hour of educational shows between 7 a.m. and 10 p.m. and to hire independent education experts to evaluate shows that stations plan to broadcast.

A 1992 study by the Center for Media Education, a Washington watchdog group, found that some stations, when applying for license renewal, listed shows including “The Jetsons,” a 1960s cartoon about a family of the future, and “Super Mario Brothers,” a cartoon based on the Nintendo video game, as instructional. Other stations air educational programs before 7 a.m.

Kenneth D. Werner, senior vice president of business affairs for Walt Disney Television, urged the FCC to consider a looser definition of “educational,” asserting that children will not watch programs “that are anything short of fully entertaining and engaging.”

“If a program is lacking in entertainment value, not enough children will watch to attract the advertising revenue necessary for commercial survival,” said Jeanette B. Trias, president of ABC/Capital Cities children’s entertainment unit.

Children’s advocates said broadcasters are capable of developing programs that both educate and entertain, but are unlikely to create such shows without more federal regulation.