ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Friday, March 1, 1996 TAG: 9603010062
SECTION: NATIONAL/INTERNATIONAL PAGE: A-1 EDITION: METRO
DATELINE: WASHINGTON
SOURCE: Cox News Service
The nation's top television moguls promised Thursday to rate their programs for sex and violence as long as the government plays no role in the process.
But there was disagreement about how much this will change America's TV viewing habits.
``We're voluntarily having to comply,'' said CNN-TV head Ted Turner, who acknowledged that the networks were acting only to forestall a move by the federal government to institute its own ratings system.
Even so, the assembly of nearly 30 leaders of the entertainment industry won effusive praise from President Clinton.
``It shows what can happen when visionary business leaders do make a commitment to values and the common good as well as the bottom line, and when they live up to their responsibilities as corporate citizens,'' he said.
Under the plan, programs ranging from ``Mighty Morphin Power Rangers'' to ``NYPD Blue'' would be given ratings by the end of this year.
Eventually, parents with special electronic equipment could block out programs they find objectionable. A just-passed law, urged by Clinton, requires installation of electronic ``violence chips'' - or ``V-chips'' - in new television sets.
``We're handing the TV remote control back to America's parents so that they can pass on their values and protect their children,'' Clinton said.
At a news conference after the White House meeting, Turner predicted that the new rating system would have a major impact on the networks.
``I think it's going to cost us quite a bit of money,'' he said, because advertisers would shy away from programs that have parental guidance warnings.
He predicted that would encourage ``more `Brady Bunch' programming.''
However, Robert A. Iger, president of Capital Cities/ABC Inc., disagreed that advertisers would desert the current program lineup. ``I'm not sure there will be any impact,'' he said.
Some critics also questioned whether the voluntary rating system might even open the way for networks to air more violence and sex, on grounds that the warnings have been issued and V-chips are available.
``I think it's going to backfire,'' said Brent Bozell, chairman of the conservative Media Research Center, who said the ``V-chip is a license'' for the entertainment networks.
Senate Majority Leader Bob Dole, who has made violence on television a theme of his Republican campaign for the presidency, called the network plan evidence that the voices of parents and others ``have been heard.''
But he added that ``warning viewers about program content'' is not a substitute for ``producing more family-friendly programming.''
Both political parties appeared eager to claim credit for the move.
House Speaker Newt Gingrich, R-Ga., who met at breakfast with the media executives, said the government had a duty ``not to be coercive but to provide leadership on a moral level and talk candidly as one citizen to another with the leaders of Hollywood.''
Gingrich traced concern about TV programming to former Republican Vice President Dan Quayle, who publicly decried the lack of morality on the sitcom ``Murphy Brown.''
Dole then picked up the same theme, Gingrich said, adding that he was ``delighted'' to see Clinton join the discussion.
Vice President Al Gore gave the credit to Clinton. ``This meeting and the progress we're making to help families would not be possible were it not for President Clinton's leadership,'' he said.
LENGTH: Medium: 69 linesby CNB