TV and film industries launch information campaign for parents


The television and film industries announced plans to roll out a national multimedia campaign to inform parents about the many tools that can help them manage what their children see on television and at the movies.

The industries will enter the national conversation on violent behavior by launching a national educational campaign through communications channels including television public-service announcements, educational and informational websites, in-theatre advertising, and other media.

The objectives of the initiative are to remind parents that TV and film rating systems, parental controls in TV sets and set-top boxes, and a variety of informational resources are available to help families learn and practice “media literacy,” and that these readily available elements can aid decision-making about viewing and experiencing content; block content that may be objectionable for children; and inform families about how to better control, filter and evaluate the content they’re viewing.

The consumer awareness initiative is sponsored by the Motion Picture Association of America (MPAA), National Association of Broadcasters (NAB), National Cable & Telecommunications Association (NCTA), National Association of Theatre Owners (NATO), American Cable Association (ACA) and the member companies of those groups, as well as DirecTV and Verizon FiOS.

Campaign participants will roll out a variety of initiatives in coming months to promote and publicize tools and information for parents.

* Public Service Advertising (which can be viewed here) will air on broadcast, cable and other multichannel video outlets reminding parents of where to find and how to use the TV and film rating systems, and parental-control blocking technology. The advertising includes video spots previously created by The Ad Council, as well as video spots created by cable and broadcast outlets and their trade associations.

* Advertising about the film rating system will be produced and featured in movie theaters nationwide.

* A multifaceted and recently redesigned website,, will provide a one-stop solution for consumers seeking more information about the TV and movie ratings systems, parental control technology and media literacy.

* A recently re-launched informational website,, will focus on the film rating system, providing rating descriptors unique to each movie as well as detailed information on the meaning of specific ratings.

* Campaign participants will use multiple communication channels at their disposal, including digital assets and social media, in concert with the many ways in which their combined workforces interact with consumers, to help inform viewers and customers of where to find information on the ratings systems, and how to activate and use TV parental controls.

* Broadcasters, in consultation with the Associated Press, the Entertainment Industries Council, and other groups, will develop public-service initiatives related to mental health, including creating a style guide to help educate journalists, television and film producers, directors, and writers on mental health terminology.