Senator attacks sales pitches to children on U.S. TV

Press, 19 July 1989, Page 17

Senator attacks sales pitches to children on U.S. TV

NZPA-AP Washington Television is sending one message to America’s most impressionable viewers: “Buy, buy, buy.” That was the word recently from one senator at a Congressional hearing to restore restrictions on children’s TV programmes and join other nations that use television to enlighten rather than exploit the young. Witnesses said that since 1984, when the Federal Communications Commission weakened time limits on advertising for children’s shows, the only messages American kids have been getting from U.S. broadcasters are sales pitches. The Senate commerce, science and transportation subcommittee on communications is considering two bills that would restore the restrictions and give the federal government new authority over children’s fare. “Instead of inspiring children to learn, broadcasters are pushing to them to buy, buy, buy,” said Senator Howard Metzenbaum (Democrat, Ohio), author of one of the bills. He said commercials in children’s shows have increased since 1984. and some programmes urge young viewers to use the telephone to hear taped messages from cartoon characters. Unsuspecting parents then get hit with huge telephone bills. Dr Francis Palumbo, representing the American Academy of Pediatrics, contrasted American television with Australia, Japan and Britain, where up to six hours of instructional programming for children is offered each day.