This post found on the blog for the ANA (Association of National Advertisers) provides the advertiser’s point of view on what’s wrong with the FCC’s proposed revisions to the Children’s Television Act. In short, the FCC is suggesting a “hard cap” on the amount of commercial speech including educational messages, PSA’s and the like. Probably more significantly, the FCC is moving to limit the way web addresses can be promoted inside children’s programming.

Good or bad, the ANA’s contention that “the FCC’s rule changes threaten the continued viability of children’s programming” is a little hard to swallow. What the regulation will do, in reality, is force the media channels that carry children’s programming to increase their rates. The shows that command a worthwhile audience, then, will survive and those shows that don’t will either change or go away. Marketers looking for opportunities to create a strong educational message may have to consider a new broadcast platform … public television.

The ANA is a great advocate for their members and for commercial speech. They serve an important role in American society. But we need to encourage a worthwhile debate on how we teach kids to be good media consumers. Our future depends on it.

========== Other Media Notes of Interest:

Search Engines Prepare for Behavioral Targeting

Civility Returns to Broadcast Journalism? CBS’s John Roberts Apologies for Comments

Possible Death Knell for US News & World Report?

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