Coalition Seeking Independent TV Ratings

A coalition of groups called People for Better TV is urging the Federal Communications Commission to hold public hearings to establish an independent system to rate the violence, sex and language in TV programs.

According to a poll commissioned by the organization, which includes the National Organization for Women and the American Academy of Pediatrics, 84% of the public favors such independent ratings. Under the current system, which has been in place since 1997, TV networks label their own programs using categories similar to the designations affixed to feature films by the Motion Picture Assn. of America.

Some critics have called the network-imposed ratings too permissive and cited a lack of consistency, such as NBC placing a more restrictive rating on “The Tonight Show With Jay Leno” than CBS does on “Late Show With David Letterman.”

While network officials admit that the subjective nature of analyzing content has produced some glitches, they have repeatedly said the sheer volume of TV programming makes outside monitoring virtually impossible. CBS Corp. Senior Vice President Martin D. Franks pointed out that the MPAA currently rates about 500 movies each year, less material than the 1,100 hours CBS alone airs in prime time annually, which doesn’t count daytime or late night.

“You are talking millions and millions of dollars and a logistical nightmare,” Franks said, noting that many programs are only delivered to the network shortly before broadcast.

Franks added that he wasn’t surprised people would prefer independent ratings if asked but suggested there’s little public fervor based on the minimal number of complaints networks receive about the ratings. “If you offer an ideal, of course people are going to say they want the ideal,” he said. “I think this is a case where our critics should not let the perfect be the enemy of the good.”

Beyond informing parents, the content ratings can be used in concert with the V-chip to block out programs. TV sets equipped with that technology only recently become available, and the FCC has mandated that all new sets contain the device by year’s end.

The poll also explored areas such as children’s programming, finding overwhelming support for more educational fare as well as for airing such shows commercial-free or at least limiting ad time within them. People for Better TV is also seeking other public-service commitments from broadcasters to compensate local communities for billions of dollars in free digital spectrum granted stations under the Telecommunications Act of 1996.

“Part of our argument is simply to allow citizens to have an opportunity to say what they should get back for that give-away,” said Mark Lloyd, executive director of the Civil Rights Forum on Communications Policy, a coalition member.