Before a TV programmer “tests the waters” by using interactive ads...
Before a TV programmer “tests the waters” by using interactive ads for kids’ shows, the FCC should approve “an enforceable rule” against it, youth advocates told agency staffers. “The Commission should clarify how its existing rules, such as the ‘web…
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crawl rule,’ apply to new marketing techniques such as onscreen Twitter hashtags,” Children Now representatives reported telling Media Bureau officials and Deputy Public-Private Initiative Director Jordan Usdan. “Many programs today have associated Twitter hashtags that marketers can use to communicate with viewers.” The group lobbied last week for the agency to adopt a proposal in a 2004 rulemaking notice to bar children’s show interactivity unless parents opt in, as Children Now and the American Academy of Pediatrics asked in April (CD April 16 p2). “Websites operated by children’s media companies are in some cases providing inadequate separation between streaming programs and streaming commercials,” Children Now said. With the FCC’s cycle for TV stations to seek renewal about to start, the agency has “the first opportunity after the transition to digital broadcasting to assess whether the modified guideline was effective in increasing the availability of E/I programming for children,” the group said in docket 08-90 (http://xrl.us/bnbht8) of a 2004 rule that stations must air more educational and informational shows if they use multicast channels.