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ERIC Number: ED055462
Record Type: Non-Journal
Publication Date: 1971-Oct-1
Pages: 70
Abstractor: N/A
Reference Count: N/A
Reply Comments; Action for Children's Television, Docket Number 19142.
Action for Children's Television, Boston, MA.
Action for Children's Television (ACT) filed a petition with the Federal Communications Commission (FCC) which advocated rules toward eliminating commercial content in children's programming. In response to the television industry's reaction to this petition ACT undertook the analysis of current commercial content on several popular shows for children. One of these, Romper Room, was viewed for one week in March of 1971. It was found that "when time spent playing with brand-named toys and giving plugs or credits is added to the product commercials, the total commercial time averaged 47 percent and amounted to as much as 69 percent of total programming." A more extensive study (EM009312) which covered four Boston Stations on a Saturday morning indicated that cartoons and violence continue to dominate programming, that the subject matter is impoverished and imbalanced, and that commercial content ranged from 17 to 25 percent, with another 23 percent being devoted to nonprogram matter. ACT also suggests bias in the Roper study which found public satisfaction with the amount of commercial content. Appended are the Romper Room study, similar analyses of content, and a discussion of the Roper poll. (SH)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: John and Mary R. Markle Foundation, New York, NY.
Authoring Institution: Action for Children's Television, Boston, MA.
Identifiers - Assessments and Surveys: ACT Assessment