ERIC Number: ED333499
Record Type: RIE
Publication Date: 1991-May
Reference Count: N/A
National Children's Television, United States (1970-1990).
Condry, John C.; Scheibe, Cynthia L.
Trends in the content and structure of television programs and commercials during children's viewing hours on U.S. network television over the past 20 years reveal a steady decrease in educational programs for children and an increase in violent acts. In addition, characters in both programs and commercials have remained remarkably sex-typed. A positive trend, however, is the increase in minority characters in both live programs and cartoons, something that was virtually unheard of 10 or 20 years ago. Analyses of data from the Human Development and Television Archive for 1983-1989 (along with the most recent data from March 1991) show a dramatic increase in both the frequency and amount of time devoted to product commercials during Saturday morning programs, averaging nearly 11 minutes per hour, which is over the new limit set by the Children's Television Education Act passed in 1990. Furthermore, advertising practices once considered unfair to children, such as "host-selling," have returned and deception has again become common in ads. Network programmers and their advertising colleagues appear to be content to grab and hold children's attention long enough to show them a commercial message. (Six figures and two tables of data are included; 18 references are attached.) (PRA)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Host Selling Television Commercials; Television History
Note: Paper presented at the Annual Meeting of the International Communication Association (41st, Chicago, IL, May 23-27, 1991). Best available copy.