By Gary Gentile
Las Vegas - A coalition of entertainment groups will launch a $300-million (about R2-billion) educational campaign next month to urge parents to control what their children watch on television, the groups said on Monday.
The effort by TV networks, cable and satellite television companies, local broadcasters and Hollywood studios is an attempt to forestall government control of content on the nation's airwaves by demonstrating that a voluntary programme can work.
Jack Valenti, former head of the Motion Picture Association of America, was set to make the announcement during his keynote speech to the National Association of Broadcasters.
The programme is described in a letter Valenti sent to US senators.
"This is an effort never attempted before," Valenti wrote. "This unified group has one specific mission: to inform and explain to American parents they have total power - right now - to control all TV programmes in their home."
Valenti said the groups would enlist the not-for-profit Ad Council to develop advertising that cable systems, networks and local stations have agreed to air in what Valenti termed an "avalanche of messages".
The material will also be distributed to churches and advocacy groups.
The group will also work with the Consumer Electronics Association to raise awareness about the presence of the V-chip in TV sets that allow people to block some programming.
"We hope you will conclude it is far wiser not to legislate but rather allow this unique parental education project to move forward," Valenti wrote.
The effort is being launched as broadcasters are fighting federal regulation of decency standards that the industry says are vague and inconsistent.
Two weeks ago, four TV broadcast networks and their affiliates filed court challenges to a Federal Communications Commission ruling that found several programmes "indecent" because of language.
The networks and affiliate groups, representing more than 800 individual stations, said they objected to "growing government control over what viewers should and shouldn't see on television." - Sapa-AP