TV WILL AIR ADS FOR THE V-CHIP

From Reuters:

The major U.S. television networks, under sharp scrutiny by regulators over decency, on Tuesday said they would air advertisements promoting "V-chip" technology designed to let parents control shows that could be considered offensive.

The Advertising Council, a nonprofit group, said it would work with NBC, ABC, CBS and Fox to produce public service announcements tailored to each network on the V-Chip, which is required in all televisions with screens 13 inches or larger.

The chip allows people to block programming from their TVs based on the content ratings system used by the TV broadcasting industry.

The Ad Council, in a statement, said fewer than 10 percent of parents use the V-Chip in their TVs and about 80 percent of parents who have TVs with the chip are unaware of it.

The networks will also establish Web sites, the council said, with ratings information and instructions on how to program the chip.

The controversy over televised indecency erupted earlier this year when singer JANET JACKSON bared a breast during halftime of the Super Bowl on CBS. Regulators and lawmakers have reprimanded the networks and promised to crack down on what they consider inappropriate programming.

CBS apologized for the incident, and in early March Fox said it was considering running ads on the V-Chip as a way to deal with the fallout.

In recent months, the U.S. Federal Communications Commission has also fined several radio stations and companies for airing material it considered indecent.