A COLUMN BY Dick Rolfe Chairman, THE DOVE FOUNDATION
TV Ratings: History Repeats Itself
In 1968, the face of the movie industry changed forever when The Motion Picture Association of America (MPAA) introduced a ratings system for movies -- G, PG and R. (PG-13 was added in the mid 80's.) It's worth noting that when the R rating was created, there were no films being exhibited that fit such an extreme classification. Since that time, however, over 60% of all films produced carry the dubious R symbol.
What have movie ratings to do with the newly introduced TV ratings system? They are one-in-the-same. The TV ratings system uses slightly different nomenclature: TV-G, TV-PG, TV-14, TV-M, the equivalent of G, PG, PG-13 and R. Both systems empower Hollywood (not parents) to determine the appropriate age group for certain story content. Both also tend to conceal, rather than reveal the nature of the program content. Incidentally, there are currently no network programs raunchy enough to fit the new TV-M category. It appears that history will repeat itself once again. Most critics project that R-type programs will appear on the four major networks in the near future.
An alternative system being recommended by many groups including The Dove Foundation is one that labels the amount of sex, violence and profanity present in each program. This is done using the letters S, V and L followed by an intensity index of 1-3.
MPAA President, Jack Valenti, architect of the age-based ratings systems currently used in movies and television would have us believe that his system is the one best for, and most wanted by, the public. And yet, a consumer survey conducted by the PTA concludes the opposite. In their report entitled, "Parents Want Content, not Advice, in Television Ratings," 82% of the parents surveyed said a rating system which "specifies the type and level of sex, violence, and language in a program is significantly more helpful and more objective than the MPAA rating system that categorizes films by age group."
There are several reasons why networks and program producers do not wish to disclose the amount of sex, violence and profanity in their programs. Imagine the difficulty an advertising salesman would face trying to sell a national consumer product company a spot on a "sexy, violent, profane" sitcom, instead of one for a "sophisticated TV-14 audience." An S/V/L system would help parents determine precisely what messages their children are being exposed to.
Programmers do not have any motivation to set the standards at a realistic level. I was surprised to find shows like Cops, Seinfield, Friends, The Naked Truth and Melrose Place rated only TV-PG, while The Tonight Show starring Jay Leno earned a TV-14.
The federal government passed the Telecommunications Act of 1996 which forced the networks to devise a ratings system by January, 1997.
President Clinton has asked for a ten month evaluation period before making any system permanent. That means you and I have until October 1st to write program advertisers, local network affiliates and our Congressional Representatives and Senators, and let them know what ratings system we prefer.
A 1989 L.A. Times survey reported that 81% of the people wanted a movie rating system that defines the amount of sex, violence and profanity present. Who knows? If we get a content based S/V/L system for television, we may be able to effect a similar change in the movie ratings system. If history repeats itself, let's pray for a return to the days when entertainment was decent.
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Dick Rolfe is Chairman of The Dove Foundation a nonprofit organization whose mission is to encourage and promote the creation, production and distribution of wholesome family entertainment. For more information about wholesome films and videos, write: 535 E. Fulton, Suite 1A, Grand Rapids, MI 49503, or call (616)454-5024.
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Updated by: Scott RolfeCopyright © 1997, The Dove Foundation. All rights reserved.