IMPACT OF TELECOM REFORM : ‘Indecent’ Proposals : Forming a TV Ratings System Presents Some Huge Problems

To get an idea of the problems involved in forming a TV ratings system similar to the one used by the movie industry, consider this: The 12-member ratings board of the Motion Picture Assn. of America rates 550 pictures a year, often a month or more in advance of release.

Compare that to what industry sources estimate is the number of hours of TV programming each year: 600,000. And some of those shows--which air on dozens of network and cable channels--are finished just before airing.

Any ratings system that is even remotely related to the current movie system presents a host of logistic and even ethical problems. Here are some questions about the major issues:

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Q: When did Hollywood adopt today’s movie ratings system?

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A: The push for a movie ratings system came in the late 1960s when filmmakers--in part reflecting that period’s social changes--started turning out films that often were more frank and explicit when it came to sex, violence and language.

One of the first that caused a major stir was “Who’s Afraid of Virginia Woolf,” which featured language such as the word “screw” that may seem tame today, but for its time was considered racy. Another controversial film was “Blow Up” because of nudity.

In late 1968, a code system was devised through the Motion Picture Assn. of America labeling films as G for general; M (later revised to GP and finally, PG and PG-13) for mature audiences; R, which restricts children from admission without a parent; and X, (later changed to NC-17) prohibiting children 17 and under from seeing the film.

Members of the board must “have a shared parenthood experience,” according to the MPAA, and be able to “put themselves in the role of most American parents.” Majority rules in the ratings vote. Producers can appeal, or edit films before resubmitting them. Nonmembers of the MPAA every so often release films without a rating, but there are fewer of those because many exhibitors won’t show unrated films, and many independent companies have been acquired by larger entertainment firms that are MPAA members.

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Q: Why is the TV industry interested in enacting a similar system?

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A: The telecommunications reform bill signed by President Clinton this month urges a rating system that can be used in conjunction with a V-chip manufactured as part of every new TV set to screen programming. If the industry doesn’t come up with a standard, the law calls for the FCC to establish a committee to come up with a voluntary standard.

The movie industry agreed to the self-governing system in the 1960s as a preemptive move. The industry believed then--as many executives do now--that developing its own system is preferable to having one forced on it.

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Q: What is the downside for the industry?

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A: One is clearly economic. By stamping shows with an official rating, the industry risks chasing skittish advertisers away from shows about mature or controversial themes. Fearing potential consumer boycotts, advertisers may choose to advertise only on shows with certain ratings.

Another fear is that an official rating might give advertisers added leverage to drive down prices on shows with more restrictive ratings.

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Q: What about logistics?

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A: A major nightmare. For starters, TV operates at a much faster pace than movies, with episodes cranked out much more quickly than films.

The number of pictures rated is dwarfed by the number of hours of TV shows generated each year. The number grows even more when one adds old shows that can air again on cable or in syndication. Will anyone sit, watch and rate all of the old reruns of “Dallas”?

One question is whether a show such as “ER” would have a rating that applies throughout a season, or would each individual show carry its own rating depending on the subject matter?

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Q: What about news shows, cartoons and talk shows?

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A: It’s generally felt that news shows won’t be affected, since it would be impossible to rate them and issues of censorship could emerge.

However, another sticky issue is whether ratings would apply to newsmagazines, reality-based news shows and entertainment-type news shows.

Cartoons are another issue. Some are notoriously violent and it would seem that an objective rating system would have to take that into account. Talk shows have subject matters ranging from the tame to the torrid.

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Q: Would ratings affect creativity or the kind of shows?

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A: Some in Hollywood fear that it might “favor the bland,” as one entertainment figure put it, or lead to more self-censorship because producers, studios and networks might shy away from making shows that would be blocked by a V-chip.

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Q: Why can’t the industry just rate its own shows?

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A: That’s probably the easiest solution to the logistics problem. Home Box Office, for example, airs a brief guide before its movies and its own programs specifying if there is foul language, nudity, violence and other issues.

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Q: What’s the downside of that?

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A: TV executives believe that any system has to be perceived as independent.

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Q: Why are cable networks less resistant to labeling?

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A: Broadcast networks are wholly dependent on advertising rates, which are based on shows that reach the widest possible audiences. Anything that might lower a show’s audience--like a rating that would be picked up by a V-chip--might lower those rates.

Cable programmers generally target a narrower audience niche.

* A NETWORK FIRST

Fox will rate its programs. A1

* BOX-OFFICE MODEL

How Hollywood tackles ratings. D4

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No Easy Task

After resisting public pressure for decades, the TV networks are trying to work out a ratings system for the entire industry, including cable. But there are substantial practical problems to creating such a system:

Episode or Whole Series?

Would shows in a series be given a single rating over the course of the season, or would each episode be evaluated based on the content of that week’s show? Many shows undertaken for a series are not made until later in the season, but some advertisers presumably would want assurances about ratings before making commitments.

Talk Shows?

How would a TV rating system deal with the vast number of talk shows? One program might deal with a G-rated subject, the next with something much less appropriate for children.

What About the News?

Standard news shows, which contain some of the most violent content on TV, probably would not be rated. But what of news-based programming such as “Entertainment Tonight”?

Biting Off Too Much?

Whereas the Motion Picture Assn. of America rates 550 pictures a year, often a month or more in advance of release, hundreds of thousands of hours of TV programming are broadcast each year. Even more challenging for a rating system, many of those hours are completed just before airing. How many people would it take to independently rate each show, then consider appeals from the producers?

Ratings Roundup

Networks could model a TV rating system on the 28-year-old system used by the movie industry, although that one has been criticized as outdated and too rigid. Under the voluntary movie rating system, co-sponsored by the Motion Picture Assn. of America and the National Assn. of Theatre Owners, a producer submits a film to the film rating board for review. The board views and discusses the movie and votes on how to rate it, based on theme, violence, language, nudity, sensuality and portrayal of drug use. If a producer disagrees with a rating, he or she can appeal it to the Ratings Appeal Board. The ratings:

G (general audiences)--A film in this category contains no strong words, nudity or sex scenes. Drug use is absent and violence is at a minimum.

PG (parental guidance suggested)--An alert to parents that they should examine the film before deciding whether to allow their children to see it. Movies rated PG may contain some profanity and violence or brief nudity. Drug use is absent.

PG-13 (parents strongly cautioned)--A sterner warning to parents that the film’s content goes beyond the boundaries of the PG rating in theme, violence, nudity, sensuality and language.

R (restricted)--Requires children under 17 to be accompanied by a parent or guardian. Movies falling into this category contain some adult material and may include strong language, graphic violence, nudity, sensual scenes or drug use.

NC-17 (no children 17 or under admitted)--The ratings board assumes that these are films most parents would consider too adult for those under 18. The MPAA cautions that the rating does not necessarily mean the film is obscene or pornographic.

Source: Motion Picture Assn. of America

Researched by JENNIFER OLDHAM / Los Angeles Times