
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: WEDNESDAY, June 29, 1994                   TAG: 9406290139
SECTION: NATIONAL/INTERNATIONAL                    PAGE: A-4   EDITION: METRO 
SOURCE: Los Angeles Times
DATELINE: WASHINGTON                                LENGTH: Medium

EDUCATIONAL TV BORES KIDS, BROADCASTERS SAY

Television broadcasters, decrying proposed Federal Communications Commission rules against airing ``The Jetsons'' and similar shows as educational programming for children, defended their practices Tuesday by saying young viewers are bored by most instructional programs.

Testifying at a packed agency hearing, television executives said 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 and survive only because they air on public television stations, where they do not have to compete for ratings.

Educators who favor the new rules, however, challenged the television industry to develop shows that both 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.

Network executives have come under increasing scrutiny as the FCC considers tightening the definition of educational programming. Broadcasters must detail their compliance 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 they are complying with the law and that stricter regulation would stifle creativity. Broadcasters noted that a typical station airs an average of one hour and 20 minutes more educational programming a week since Congress passed the legislation.

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 also is 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 the station plans to air.

FCC Chairman Reed Hundt, in an interview after the hearing, said educators, the television industry and the FCC agree that ``broadcasters have a social contract with the public'' to provide quality instructional programming.

by CNB