ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Friday, December 20, 1996 TAG: 9612200030
SECTION: NATIONAL/INTERNATIONAL PAGE: A-1 EDITION: NEW RIVER VALLEY
DATELINE: WASHINGTON
SOURCE: Associated Press
MEMO: NOTE: Shorter version ran in Metro edition.
The TV industry unveiled a plan Thursday to rate most everything from Saturday morning cartoons to ``Seinfeld.'' But critics booed, calling the plan too vague to help parents shield their kids from excessive sex and violence.
On-screen tags suggesting appropriate age groups for shows could appear as early as January on both broadcast and cable television.
Under pressure from President Clinton, the TV industry pledged last February to create a voluntary ratings system. And while noting the criticism, he called the plan ``a huge step forward over what we have now, which is nothing.''
The six-tier, age-based system is similar to the one used on movies for 28 years. It ranges from TV-G, designating material suitable for all ages, to TV-M, for mature audiences only. Children's shows will be labeled, using Y as suitable for all youngsters and Y-7 as appropriate for children 7 and older. Each category carries a content description.
But child-advocacy groups, parent-teacher organizations and some lawmakers want specific warnings for violence, sex and language - and the intensity of each in every show. They prefer a ratings system like the one used by HBO, Showtime and other cable networks.
Unlike movies, which are rated by an independent board including parents, TV shows will be rated by producers, networks, cable channels, syndicators and others that originate programs.
The industry's system ``has been carefully designed not to tell parents whether there is violence in a program,'' said Kathryn Montgomery, president of the Center for Media Education.
Critics challenged the TV industry to an independently administered test of the two types of ratings systems.
``Let the V-chips fall where they may,'' said Rep. Edward Markey, D-Mass., who wrote a provision into law that will eventually require new TV sets to be able to block out programs rated for violent and sexual content.
Jack Valenti, president of the Motion Picture Association of America and head of the TV industry's ratings effort, turned down the offer.
``We're spending a lot of money testing the one system which the entire TV industry has agreed on,'' Valenti said in an interview. ``If Mr. Markey wants to test, there is nothing preventing him from going out and testing whatever he wants. But we're not testing his system.''
Clinton applauded the TV industry's effort but stopped short of an endorsement. He said parents deserve a chance to test the system and tell industry officials what they think.
``We might be able to make it better,'' he said. ``The parents' groups, the advocacy groups deserve to be heard and considered. But we are now doing what I think ought to be done.''
If the Federal Communications Commission finds the TV industry's ratings unsuitable, it can move to appoint an independent advisory board that would create a new system. However, the government cannot require its use.
Valenti said the TV industry will fight in court any effort to impose another system and will move ahead on rating programs regardless of what the FCC does.
Under the system, a symbol will appear in the upper left-hand corner of the TV screen for 15 seconds at the beginning of each show. The symbol will reappear for shows longer than one hour.
The symbols also will appear on program promotions that are 30 seconds or longer in length, as well as in TV listings in newspapers and magazines.
LENGTH: Medium: 69 lines ILLUSTRATION: GRAPHIC: Chart by AP.by CNB