ERIC Number: ED055461
Record Type: RIE
Publication Date: 1971-Jul
Reference Count: 0
Saturday Children's Television; A Report of TV Programming and Advertising on Boston Commercial Television.
Barcus, F. Earle
Saturday children's television programming in Boston was monitored and videotaped so that the content could be analyzed for a study to gather data relevant to content and commercial practices. Some of the major findings were that overall, about 77 percent of time is devoted to program content and 23 percent to announcements of various kinds; that commercial announcements (CA's)--product and program promotion--account for almost 19 percent of total time; that there were more commercials within programs than between programs; that CA's were evenly divided among four major categories--toys, cereals, candy, and other foods; that CA's appear to have both sexual and racial biases; and that little product information is given in the CA's. Other findings were that noncommercial announcements were primarily either youth-oriented or for medical or environmental causes, and some of these did not appear to be appropriate for children. Also, when individual cartoons and other program segments were studied in detail for subject matter, it was found that 64 percent of the dramatic programming was in some sense violent, while 67 percent of nondramatic segments dealt with science and technology, race and nationality, literature and fine arts, and nature. However, 77 percent of total programming was drama, with only 12 percent informational. (SH)
Publication Type: N/A
Education Level: N/A
Sponsor: John and Mary R. Markle Foundation, New York, NY.
Authoring Institution: Action for Children's Television, Boston, MA.