TV, Film Launch Violence Info Campaign

A multimedia public service effort is designed to raise parental awareness of TV and film ratings, parental controls, media literacy and mental health issues.

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

The national educational campaign will appear on television public service announcements, educational and informational websites, in-theater advertising and other media.

Story continues after the ad

The groups said 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.”
  • · These “readily available and easy-to-use 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.

Brand Connections

Elements of the Campaign

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 ho w 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 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 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, including digital assets and social media 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 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. The initiative will produce additional public service materials for use by participants in the campaign.

Campaign Messages

The groups said the messages of the initiative are based on three key concepts:

  • · Choice—“The TV and film industries produce, create and distribute a wide array of content choices that appeal to many interests and audiences. The industries widely promote and market this content in a manner that helps parents make sound media choices and allows family members of all ages to enjoy appropriate and rich media experiences.”
  • · Control—“Through parental controls provided by cable companies, satellite providers and telephone companies; the TV-based V-chip; and ratings systems for movies and TV, the industries give parents and caregivers powerful options to help control and manage the media enjoyed by their families.”
  • · Education—“Through industry efforts, parents can learn about the tools available to them, and, with media literacy resources, help children and families understand and place in context what they watch on television, see at the movies and absorb through other media.”

The groups said the public service advertising and collateral materials featured throughout the campaign are designed to “help consumers better understand the TV and film rating systems, remind them to ‘be the boss’ of their TVs, encourage them to consume media together as families and help children understand the media they consume.”

The partners in the initiative said they will monitor the progress of the campaign and update messages and tools to keep pace with developments in the marketplace.


Comments (0) -

Marketshare Blog Playout Blog




Overnights, adults 18-49 for September 28, 2016
  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
Source: Nielsen


  • Rob Owen

    Easily fall’s best broadcast network comedy pilot, NBC’s The Good Place offers a clever high-concept premise that’s complemented with intelligent, sometimes absurdist humor. Created by Michael Schur, co-creator of NBC’s Parks and Recreation, The Good Place is a highly serialized series that’s essentially set in heaven and stars Kristen Bell and Ted Danson. NBC made five episodes of The Good Place available for review, and the show not only holds up, but also it improves, deepening characters that initially feel one-note and frequently leaving viewers guessing with cliffhanger endings to many of the episodes. The combination of snappy dialogue and winning but flawed characters makes The Good Place a great bet for fans of smart TV comedy.

  • Maureen Ryan

    Pitch has swagger, for good reason. It gets the big things right; the Fox drama about the first female baseball player in the Major Leagues is one of the year’s most assured and exciting debuts. But part of what impresses about the pilot is also the way it confidently strings together so many small but telling details. Ginny (Kylie Bunbury) is the first woman to be called up from the minors to the big leagues, and no show since Friday Night Lights has done a better job of portraying the internal and external pressures that weigh heavily on young athletes asked to do much more than merely succeed on the field. Pitch will likely do a good job of getting viewers to root for it. The hope is that the show won’t be an impressive, short-lived curiosity, but rather a long-term phenomenon.

  • Kevin Fallon

    In a fall TV season that’s already making a splash for championing diverse, distinctive voices in an array of projects that they created, wrote, and starred in, Better Things on FX stands out. The show is created by, written by, and starsPamela Adlon. She plays Sam Fox, the single mother of three daughters modeled after her own reality-show-ready experience raising three girls in Los Angeles following a divorce. Sam is also, like Adlon, a working actress — on shows both raunchy, a la Californication, and animated for children, like her role on Recess. It’s a refreshingly blunt take on single motherhood without sacrificing the warmth of parental love, portraying the dance between selfishness and selflessness that’s at the heart of being a parent — especially one weathering the hormonal fireworks of a household of four women at different ages.

  • David Wiegand

    The fall TV season doesn’t count as much as it used to — we already know that. But no matter how many retreads the broadcast networks throw at viewers in the next few months, this fall will be memorable because of the premiere of Atlanta on Tuesday, Sept. 6, on FX. The half-hour comedy created by and starring Donald Glover (Community), simply and brilliantly recalibrates our expectations of what a TV comedy is and how black lives are portrayed on the medium.

  • Louisa Ada Seltzer

    The second reboot of the 1980s John Candy movie Uncle Buck, bumped by ABC from midseason, has the same tired jokes you'll find on any second-rate sitcom. Too bad, because Mike Epps is appealing and ABC would be wise to keep him around for future shows, but there’s just not enough to this show to suggest it will last past summer. It also airs against NBC’s America’s Got Talent, summer’s No. 1 program on broadcast, which may make it even harder to find an audience.

  • Neil Genzlinger

    Bryan Cranston brings his Tony Award-winning interpretation of President Lyndon B. Johnson to television in an adaptation of the Robert Schenkkan play All the Way, and it’s still quite a sight to behold, just as it was on Broadway in 2014. Nothing beats witnessing this kind of larger-than-life portrayal onstage, of course. But the television version, presented by HBO, offers plenty of rewards, allowing Cranston to work the close-ups and liberating him from the confines of a theater set. Cranston’s performance is a gem — in his hands, this accidental president comes across as an amazing bundle of contradictions, someone who seems at once too vulgar for the job and just right for it.

This advertisement will close automatically in  second(s). You will see this ad no more than once a day. Skip ad