The V-Chip and Big Brother : Fascinating technology is clouded by its link to government ratings on TV sex and violence

By endorsing a Senate measure that would give parents the ability to control TV programming with a flip of the switch, President Clinton rightly recognizes the need to shield children from objectionable images. This technology--known as the violence chip, or v-chip--is a potentially useful tool in helping parents to block out certain television programs. But lawmakers are misguided if they offer the v-chip as a savior from the junk on the airwaves. And that false promise is made dangerous, too, by suggesting that the v-chip could be linked to a government-imposed rating system for television programming.

Like Nebraska Sen. J. James Exon’s controversial proposed Communications Decency Act, which calls for regulation of the computer Internet, the provision for the v-chip is part of the sweeping telecommunications bill passed by the Senate last month. And like that measure, the chip provision is well-intentioned but limited in its probable effectiveness.

Under the legislation, the computer chip would have to be inserted into every new television set. It would block out individual channels or network or cable programs that received a ratings code indicating a content of sex or violence.

Therein lies the problem. Broadcasters would be required to set up a voluntary ratings system within a year. If they refused, the government would step in. A legal quagmire could result.

There is a joke in the TV industry that there needs to be a p-chip to block out politicians, especially around election time. Certainly politicians are milking the violence-and-smut-in-media issue. But that doesn’t mean they don’t have a legitimate gripe despite all the hype. Broadcasters and programmers would be well-served to adopt uniform, self-imposed guidelines.

As to the economic implications, proponents of the bill say the cost of the v-chip per TV set would be minimal and would fit neatly in the circuitry already present for closed captioning. Indeed, we have no objection to the use of this new technology--it’s the linkage of the chip to a mandatory ratings system that is problematic.

There is no doubt that national interest--and entertainment industry responsibility--is involved here. Studies show that by the age of 18, Americans have witnessed 40,000 murders and 200,000 acts of violence on TV. Certainly that raises legitimate questions about programming.

Technology can produce many marvelous things, like the v-chip, that can make life easier. But what it can’t produce is the supervision and guidance of a loving parent.