“As you
make your ‘upfront’ television sponsorship decisions
over the coming weeks, please consider how the
programming you support with your ad dollars will
affect children – even if children are not part of
your target demographic.
“On
behalf of our more than 1 million members, the
Parents Television Council hopes to applaud you for
advertising on television shows that refrain from
airing graphic sex, violence and profanity during
early evening hours when children are more likely to
be in the viewing audience.
“This
‘upfront’ period is your time to exercise corporate
responsibility. Advertising dollars make possible
wholesome, uplifting programs, but they also make
possible programs that pollute young minds and
encourage children to engage in dangerous and risky
behavior. Television programs would not exist
except for your sponsorship dollars. You play an
important role in keeping the public airwaves safe
for our children.
“The
Parents Television Council is here to help you make
those important sponsorship decisions. At our web
site, we thoroughly review and rate each prime time
broadcast television show according to the type of
content found in the program.
“Sadly,
the airwaves are not safe for children. Science has
proven countless times what we all instinctively
know to be true: children are influenced by what
they see on television. Our own research recently
found that violence on prime time broadcast
television has increased 75% since 1998. The
television season that began in the fall of 2005 was
also one of the most violent ever recorded by the
PTC.
“Unfortunately, our research has also shown that the
broadcast networks do not rate their own programs
accurately because they are financially motivated
not to do so. The networks then push the sole
responsibility onto parents to monitor what they’re
children are watching.
“But
the sole responsibility cannot rest on parents.
When you as a sponsor commit your company’s
advertising dollars to a broadcast program, you
automatically commit to sponsoring the program’s
content, for better or worse. You are thereby
committed to helping to keep the public airwaves
safe for our children.
“Please
exercise that responsibility this week. Millions of
families will be watching to see what values you
support. The innocence of our children rests with
you.”
