Children's Television Act
Encyclopedia
The Children's Television Act was enacted in 1990
1990 in television
For the American TV schedule, see: 1990-91 United States network television schedule.The year 1990 in television involved some significant events.Below is a list of television-related events in 1990.-Events:-Debuts:-1950s:...

 in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...

 to enhance television's potential to teach the nation's children valuable information and skills. The Act requires each full-service television station that offers children's television programming in the U.S. to serve the educational and informational needs of children through its overall television program
Television program
A television program , also called television show, is a segment of content which is intended to be broadcast on television. It may be a one-time production or part of a periodically recurring series...

ming, including programming specifically designed to serve these needs (or "core" educational programming). In August 1996, the Federal Communications Commission
Federal Communications Commission
The Federal Communications Commission is an independent agency of the United States government, created, Congressional statute , and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the...

 (FCC) adopted new rules to strengthen the enforcement of this statutory mandate. These new rules were:
  • Adopt several public information initiatives designed to give parents greater information about the core educational programs being aired by TV stations (these initiatives are explained in greater detail below).
  • Set forth a clear definition of what type of programs qualify as core programs: they generally must have serving the educational and informational needs of children as a significant purpose; be aired between the hours of 7 a.m. and 10 p.m.; be a regularly scheduled weekly program; and be at least 30 minutes in length.
  • Establish a guideline that calls for every full-service TV station to air at least three hours per week of core educational programming.

A central goal of the FCC's new rules is to provide parents and other members of the public with greater information about educational television programs. This will help parents guide their children's television viewing and also encourage an ongoing dialogue between the public and TV stations about TV station performance under the Children's Television Act. To help accomplish this, the FCC's new rules require commercial television
Commercial Television
Commercial Television was the third free-to-air broadcast television station in Hong Kong. It first went on air in 1975, and ceased transmissions in 1978.-History:...

 stations to identify core educational programs at the beginning of the program (such as with a verbal announcement or an icon), and to provide information identifying these programs to publishers of program guides and TV listings.

The rules also require commercial full-service TV stations to complete quarterly reports regarding their educational programming and to make these reports available to the public via their studios, public libraries
Public library
A public library is a library that is accessible by the public and is generally funded from public sources and operated by civil servants. There are five fundamental characteristics shared by public libraries...

, and/or the station's website
Website
A website, also written as Web site, web site, or simply site, is a collection of related web pages containing images, videos or other digital assets. A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet...

.

The FCC's rules require stations to complete a Children's Television Programming Report (Form 398) every quarter.

History of children's television regulation

Concern over the impact that television had on children began when television was still a new medium for media. During the 1950s, many individuals, particularly parents, asked their legislators to do something about the potentially harmful effects of television viewing on young people. There has been academic research that has been initiated since this time to monitor, analyze and explain the relationships between television and children.

The first attempt to address these concerns were during Congressional hearings in 1952 that addressed violence. Besides the Congress, there were government commissions that also pursued this agenda. Included in these discussions were the Federal Communications Commission
Federal Communications Commission
The Federal Communications Commission is an independent agency of the United States government, created, Congressional statute , and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the...

, the Federal Trade Commission
Federal Trade Commission
The Federal Trade Commission is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act...

 and advocacy groups formed by concerned citizens. The FCC intended to change a number of policies regarding children's programming, but no serious action took place until the enactment of the Children's Television Act in 1990.

Drawbacks

The Children's Television Act was written to enhance television for young viewers. Some research reveals some downsides to the act. For example, after the act was passed, although there was more programming geared towards children, stations actually provided less diverse educational shows than it had been before. To prevent this problem, the FCC required stations to keep logs that described in detail why the shows were educational or informational. However, many stations failed to keep these records or have any method for accurate recording. More than 25 percent of stations failed to record the time, date, or length of programming. The FCC did little to regulate these logs up until 1993, but later on, came up with certain rules and regulation like the Safe harbor
Safe harbor
The term safe harbor has several special usages, in an analogy with its literal meaning, that of a harbor or haven which provides safety from weather or attack.-Legal definition:...

 in order to regulate contents for younger audience. Another downside was Congress provided little direction towards the implementation of the act, only saying that programming had to be specifically designed to serve the educational and informational needs of children. According to a 1998 Annenberg Foundation
Annenberg Foundation
The Annenberg Foundation is a private foundation that provides funding and support to non-profit organizations in the United States and around the world...

 report, the number of television network
Television network
A television network is a telecommunications network for distribution of television program content, whereby a central operation provides programming to many television stations or pay TV providers. Until the mid-1980s, television programming in most countries of the world was dominated by a small...

 shows labeled 'highly educational' dropped form 43 percent to 29 percent since the enactment of the act. A research report from Georgetown University
Georgetown University
Georgetown University is a private, Jesuit, research university whose main campus is in the Georgetown neighborhood of Washington, D.C. Founded in 1789, it is the oldest Catholic university in the United States...

 said that one issue contributing to this was educational television
Educational television
Educational television is the use of television programs in the field of distance education. It may be in the form of individual television programs or dedicated specialty channels that is often associated with cable television in the United States as Public, educational, and government access ...

 programming was defined too broadly. For example, programming that was only academic or that covered pro-social issues counted towards stations requirements. Another issue was that traditional ideas of what should be taught to children, such as the alphabet or number systems were lost. An increase in shows focusing on social issues were aired. Writers wrote stories that often were not academically sound for young viewers, because they were not trained in writing for this audience. One show that was an exemption to this rule is The Magic School Bus
The Magic School Bus
The Magic School Bus is a series of children's books about science written by author Joanna Cole. They feature the antics of Ms. Valerie Frizzle, an elementary school teacher, and her class, who board a magical school bus which takes them on field trips to impossible locations such as the solar...

, because it combined effective writing and education for children. Another result revealed in the report was that as a result of the act, many of the local broadcasting stations dropped their locally produced educational shows and bought blocks of pre-produced children shows from the bigger networks. This was largely due to the fact that the rules in the act stated that stations only had to meet the requirement of a minimum of three hours a week of educational programming. Many of the local stations thought in terms of profits and eliminated their own shows, which were more educational than the syndicated ones, to save money and still meet the minimum requirements for re-licensing.

Programming for profit

A report by Scott Conley showed that the average child has watched between 10,000 and 15,000 hours of television, and over 200,000 commercials by the time they are 18. His research showed that commercials typically were for the interest of advertisers and had no concern for the needs of children.

According to the act, commercials had to be geared towards children 12 years of age or younger. No more than 10.5 minutes on weekends, and 12 minutes during the week were allowed per hour on the air. Cable systems were required to keep records of their following of this rule so that regulators, such as the FCC and the public, were allowed to monitor their behavior. The main reason for this restriction was that research demonstrated that young children have difficulty distinguishing between the program they are watching and commercials, most have little or no understanding of commercials' persuasive intent, and that this makes children highly vulnerable to claims and appeals by advertisers. Food commercials make up a large percentage of advertisements geared towards children. Marketers are interested in youth as consumers because of their spending power through their parents, their influence, and as adult consumers in the future. Many techniques and channels are used to reach youth, starting when they are toddlers, in order to establish brand building and purchasing behavior.

One study found food advertisements accounted for 47.8% of commercials. These advertisements advertised foods that were high in fat and sugar. Compared with data collected before new regulations took place, children now watch more commercials of a shorter length.

Other actions networks took to increase their profit while implementing the act was that some networks chose to select programs for their marketing value. Producers selected series more often when they were related to a hit movie or pop culture icon, such as if the show featured a character that could be sold as a marketable action figure.

A researcher for the popular children's show Dora the Explorer
Dora the Explorer
Dora the Explorer is an American animated television series created by Chris Gifford, Valerie Walsh, and Eric Weiner. Dora the Explorer became a regular series in 2000. The show is carried on the Nickelodeon cable television network, including the associated Nick Jr. channel. It aired on CBS until...

discusses how preschoolers interact with new episodes of the show. For example, researchers try to to determine whether children are paying attention or interacting with the screen. They try to figure out what draws kids attention to the show, and what elements can be adjusted to increased the potential viewership. Things such as adding more close ups of the main characters, called 'money shots', are intended to embed the face into children's minds. This can increase product sales. Shows such as Dora sell millions of dollars of products a year, from dolls to sleeping bags, so researchers highly value this information.

According to Judi Cook, an assistant professor at Salem University, there were issues with the amount of children's commercials for these marketable products that were aired in the Boston
Boston
Boston is the capital of and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. The city proper had...

 market. She watched the programming on one of the stations for a day, and learned that 80 out of 97 advertisements appeared before or after children's programming.

Recent changes to the act

In 2006, the FCC decided on rules related to the display of websites during children's programming. Under the guidelines, there were a number of criteria that the website must meet. One is that it offered non-commercial related content. Also, the page has to clearly divide into sections commercial and non-commercial content. Thirdly, the website directed to can not be used for e-commerce, advertising or other commercial advertising. Finally, if a site was advertising characters from a show that was airing alongside it, the display of this website address was prohibited.

The Academy of Political and Social Science found in a report covering the current state of children's television broadcasts between 1996 and 1997 that only 38.8 percent of programming could be considered 'high-quality'. A quarter, or 23.2 percent were found to be 'moderate' quality. A whole 37 percent of programs were found to be low quality. The research on programming quality took into account both educational content of shows and also the reactions of the children and their parents.

At the Senate Commerce Committee hearing in July of 2009, FCC Chairman Julius Genachowski spoke about the new landscape of video broadcasting and television. He recommended empowering parents with tools and information to determine the appropriate video content for their children rather than government regulation of video content.

At the same hearing, James P. Steyer, CEO and founder of Common Sense Media
Common Sense Media
Common Sense Media , commonly known as CSM, is a San Francisco-based non-profit organization which serves as a guide for parents that has reviews for most media types, including books, movies, video games, music, and websites, and rates them in terms of violence, sex, and profanity. The website...

, a non-partisan, not-for profit organization that advocates for educational children’s media content, said there were ways to regulate children’s media content without limiting broadcasters rights to free speech.

U.S. television networks broadcasting children's programming

In American television, an "E/I
E/I
E/I, which stands for "educational and informative," refers to a type of children's television programming shown in the United States. The Federal Communications Commission requires that every full-service Terrestrial television station in the U.S. show at least three hours of these television...

" Digital on-screen graphic
Digital on-screen graphic
A digital on-screen graphic is a watermark-like station logo that many television broadcasters overlay over a portion of the screen-area of their programs to identify the channel...

 or bug is placed in a corner of the screen indicating a children's television program that meets federal educational and informational guidelines.
  • The CW4Kids
    The CW4Kids
    The CW4Kids is a Saturday morning cartoon block on The CW Television Network that premiered on May 24, 2008 in the place of Kids' WB...

    , formerly Kids' WB
    Kids' WB
    Kids' WB! was Warner Bros. American childrens programing division brand for The WB Television Network. In September 2006, the block moved to The CW Television Network. The CW is the result of The WB's merger with UPN in 2006...

     (The CW Television Network
    The CW Television Network
    The CW Television Network is a television network in the United States launched at the beginning of the 2006–2007 television season. It is a joint venture between CBS Corporation, the former owners of United Paramount Network , and Time Warner's Warner Bros., former majority owner of The WB...

    ) — Provides children's programming on Saturday mornings. (Not all shows meet E/I criteria)
  • ABC Kids, formerly Disney's One Saturday Morning (ABC
    American Broadcasting Company
    The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...

    ) — Saturday mornings, often airs shows from Disney Channel
    Disney Channel
    Disney Channel is an American basic cable and satellite television network, owned by the Disney-ABC Television Group division of The Walt Disney Company. It is under the direction of Disney-ABC Television Group President Anne Sweeney. The channel's headquarters is located on West Alameda Ave. in...

     (a basic cable channel).
  • PBS Kids
    PBS Kids
    PBS Kids is the brand for children's programming aired by the Public Broadcasting Service in the United States founded in 1993. As with all PBS programming, PBS Kids programming is non-commercial. It is aimed at children ages 2 to 10...

     Public Broadcasting Service
    Public Broadcasting Service
    The Public Broadcasting Service is an American non-profit public broadcasting television network with 354 member TV stations in the United States which hold collective ownership. Its headquarters is in Arlington, Virginia....

     (PBS) — Has a 24/7
    24/7
    24/7 is an abbreviation which stands for "24 hours a day, 7 days a week", usually referring to a business or service available at all times without interruption...

     specialty channel
    Specialty channel
    A specialty channel can be a commercial broadcasting or non-commercial television channel which consists of television programming focused on a single genre, subject or targeted television market at a specific demographic....

     on a digital subchannel
    Digital subchannel
    In broadcasting, digital subchannels are a means to transmit more than one independent program at the same time from the same digital radio or digital television station on the same radio frequency channel. This is done by using data compression techniques to reduce the size of each individual...

     available from some affiliate
    Affiliate
    An affiliate is a commercial entity with a relationship with a peer or a larger entity.- Corporate structure :A corporation may be referred to as an affiliate of another when it is related to it but not strictly controlled by it, as with a subsidiary relationship, or when it is desired to avoid...

    s and on digital cable. PBS also broadcasts children's programming for up to 12 hours every weekday and every morning on weekends on its main channel.
  • Cookie Jar TV, formerly KOL Secret Slumber Party and KEWLopolis (CBS
    CBS
    CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...

    ) — Provides children's programming on Saturday mornings.
  • qubo
    Qubo
    Qubo is a multi-platform children's television specialty channel endeavor operated as a joint venture between ION Media Networks, NBCUniversal, Nelvana, Scholastic Corporation, and Classic Media...

     (NBC
    NBC
    The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...

    , Ion Television and Telemundo
    Telemundo
    Telemundo is an American television network that broadcasts in Spanish. The network is the second-largest Spanish-language content producer in the world, and the second-largest Spanish-language network in the United States, behind Univision....

    ) — Provides children's programming on Saturday mornings on NBC
    NBC
    The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...

    , Wednesday - Friday mornings on Ion Television and in Spanish on Saturday and Sunday mornings on Telemundo
    Telemundo
    Telemundo is an American television network that broadcasts in Spanish. The network is the second-largest Spanish-language content producer in the world, and the second-largest Spanish-language network in the United States, behind Univision....

    . Some ION affiliates carry a looping 6-hour block of qubo via digital subchannel which is available 24/7
    24/7
    24/7 is an abbreviation which stands for "24 hours a day, 7 days a week", usually referring to a business or service available at all times without interruption...

    . Currently, the subchannel is not available on all cable providers, but ION is looking for must-carry
    Must-carry
    In cable television, governments apply a must-carry regulation stating that locally-licensed television stations must be carried on a cable provider's system.- Canada :...

     regulations for qubo.
  • Cookie Jar Toons
    Cookie Jar Toons
    Cookie Jar Toons is a daily children's programming block on the This TV digital broadcast network. The block is programmed by Toronto based Cookie Jar Entertainment...

     (This TV
    This TV
    This TV is a United States general entertainment television network, with a large emphasis in its programming on movies....

    ) — Provides daily children's programming. (Not all shows meet E/I criteria)
  • Cookie Jar Kids Network, formerly DiC Kids Network (Syndication) — Provides daily children's programming.
  • Dora the Explorer
    Dora the Explorer
    Dora the Explorer is an American animated television series created by Chris Gifford, Valerie Walsh, and Eric Weiner. Dora the Explorer became a regular series in 2000. The show is carried on the Nickelodeon cable television network, including the associated Nick Jr. channel. It aired on CBS until...

  • Yo Gabba Gabba!
    Yo Gabba Gabba!
    Yo Gabba Gabba! is an American children's television show currently airing on the Nick Jr. cable network in the United States and the Nick Jr. networks in the United Kingdom & Ireland, Italy, France and Australia as well as Treehouse TV network in Canada and RTE2 on RTEjr see Raidió Teilifís...

  • Dinosaur Train
    Dinosaur Train
    Dinosaur Train is an American animated series created by Craig Bartlett. The series features a curious young T. rex named Buddy who, together with his adopted Pteranodon family, takes the Dinosaur Train to meet, explore, and have adventures with all kinds of dinosaurs.It was the second show by The...

  • Mickey Mouse Clubhouse
    Mickey Mouse Clubhouse
    Mickey Mouse Clubhouse is a children's television series, that premiered in prime time on Disney Channel on May 5, 2006. The program was originally part of the Playhouse Disney daily block intended for preschoolers...

  • Thomas and Friends
  • Handy Manny
    Handy Manny
    Handy Manny is a Disney animated children's television program that premiered on September 16, 2006. The program was originally part of the Playhouse Disney daily block intended for preschoolers...


Past television networks broadcasting children's programming

  • Kids' WB
    Kids' WB
    Kids' WB! was Warner Bros. American childrens programing division brand for The WB Television Network. In September 2006, the block moved to The CW Television Network. The CW is the result of The WB's merger with UPN in 2006...

    , formerly The WB Kidz (The WB Television Network
    The WB Television Network
    The WB Television Network is a former television network in the United States that was launched on January 11, 1995 as a joint venture between Warner Bros. and Tribune Broadcasting. On January 24, 2006, CBS Corporation and Warner Bros...

    ) - Provides children's programming on weekday and Saturday mornings. (Not all of the shows meet E/I criteria)
  • UPN Kids
    UPN Kids
    UPN Kids was a short-lived weekday and Sunday morning children's programming block on UPN that launched on September 10, 1995. During the 1998-1999 season, the block was called The UPN Kids Action Zone. The block aired for 2 hours each day...

     (UPN
    UPN
    United Paramount Network was a television network that was broadcast in over 200 markets in the United States from 1995 to 2006. UPN was originally owned by Viacom/Paramount and Chris-Craft Industries, the former of which, through the Paramount Television Group, produced most of the network's...

    ) - Provides children's programming on Sunday mornings.
  • Nickelodeon en Telemundo
    Nickelodeon (TV channel)
    Nickelodeon, often simply called Nick and originally named Pinwheel, is an American children's channel owned by MTV Networks, a subsidiary of Viacom International. The channel is primarily aimed at children ages 7–17, with the exception of their weekday morning program block aimed at preschoolers...

     (Telemundo
    Telemundo
    Telemundo is an American television network that broadcasts in Spanish. The network is the second-largest Spanish-language content producer in the world, and the second-largest Spanish-language network in the United States, behind Univision....

    ) - Provides children's programming on Saturday mornings.
  • Disney's One Saturday Morning, formerly ABC Saturday Morning (ABC
    American Broadcasting Company
    The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...

    ) - Provides children's programming on Saturday mornings, often airs shows from Disney Channel
    Disney Channel
    Disney Channel is an American basic cable and satellite television network, owned by the Disney-ABC Television Group division of The Walt Disney Company. It is under the direction of Disney-ABC Television Group President Anne Sweeney. The channel's headquarters is located on West Alameda Ave. in...

     (a basic cable channel).
  • KOL Secret Slumber Party/KEWLopolis (CBS
    CBS
    CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...

    ) - Provides children's programming on Saturday mornings.
  • DiC Kids Network (Syndication) - Provides daily children's programming.
  • Nick Jr. on CBS
    Nick Jr. on CBS
    Nick Jr. on CBS was a Saturday morning children's programming block on CBS that began on September 16, 2000, replacing CBS Kidshow. This Saturday morning block presented programming from Nick Jr., which at the time shared common ownership with CBS under Viacom. When the block first properly aired,...

    , formerly Nick on CBS and CBS Kidshow (CBS
    CBS
    CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...

    ) - Provides children's programming on Saturday mornings.
  • PAX Kids (PAX) - Provides children's programming on Saturday - Sunday mornings.
  • Discovery Kids on NBC
    Discovery Kids on NBC
    Discovery Kids on NBC was a six-hour block of Saturday morning television children's programming broadcast by NBC from September 14, 2002 to September 2, 2006. The block featured programming from the Discovery Kids cable network, and all of its programming met the FCC's "E/I" requirements...

    , formerly TNBC
    TNBC
    TNBC was a Saturday morning programing block of television shows geared toward teenagers and young adults that aired on NBC from 1992 to 2002.-History:The idea for TNBC sprang from the popularity of Saved by the Bell...

     (NBC
    NBC
    The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...

    ) - Saturday mornings, often airs shows from Discovery Kids
    Discovery Kids
    Discovery Kids is an American website owned by Discovery Communications, Inc. created for children. Until October 10, 2010, it was an American digital cable specialty channel, owned by Discovery Communications with television programming for education of children. It was launched in October 1996...

    .
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