[English] rfc: Childrens Television Standards

[stephen at melbpc.org.au]

Hi all,

>From experience, it's great to have Yr9-10 students have a look at Aussie
Children's Television Standards via the ACMA and discuss them. Some of we
Aussies may want to assist the ACMA with comments, as they kindly invite:

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Australian Communications and Media Authority (ACMA)  

27th August, 2008

New draft Children’s Television Standards released for comment 

http://www.acma.gov.au/WEB/STANDARD/pc=PC_311363

The Australian Communications and Media Authority has released its draft 
Children’s Television Standards 2008 for public and industry comment. 

‘ACMA’s draft standards are informed by a significant body of commissioned 
research, review and analysis of available data, detailed economic 
modelling and its consideration of public submissions,’ said Chris 
Chapman, ACMA Chairman. 

‘The draft standards are designed to ensure that Australian children 
continue to be catered for in free-to-air television programming and to 
protect children from material that may be harmful to them. This is a 
particularly important, high profile issue and we would expect, and 
welcome, robust commentary.’ 

Australia is unique in the world in mandating quotas for children’s 
programs on free-to-air television. The current standards also contain a 
range of restrictions on advertising to children, including a complete ban 
on advertising during preschool (‘P’) programs. 

The draft standards include the following proposals: 

* ‘C’ (children’s) and ‘P’ (preschool) television quotas be maintained; 

* Greater flexibility in how quotas could be delivered; 

* Current advertising restrictions be maintained, and be strengthened in
  some areas; 

* No general restrictions be imposed in relation to food and beverage
  advertising; and 

* Improvements in processes to improve effectiveness and transparency in
  the operation of children’s programming obligations. 


ACMA is proposing to maintain the existing quotas of 260 hours per year 
of ‘C’ (children’s) and 130 hours per year of ‘P’ (preschool children’s) 
programming for each commercial television licensee to ensure the 
provision of quality children’s programming on free-to-air television. 

However, the draft standards propose greater flexibility for broadcasters 
to create viewing ‘destinations’ for children’s programs through the 
introduction of block programming. This would give licensees the option of 
broadcasting all ‘C’ programming in minimum 60 minute periods and on at 
least two days per week. 

ACMA is also proposing to strengthen certain provisions regulating 
advertising to children. These proposals would further restrict the use of 
licensed characters, popular personalities and celebrities to promote and 
endorse products immediately before, during and after ‘C’ and ‘P’ periods. 

They would also clarify rules for premium offers, such as toys offered 
with food and beverage purchases. 

Given current community concern, the issue of food and beverage 
advertising to children and its potential impact on childhood obesity was 
a core component of the review of the Children’s Television Standards. 

However at this stage, ACMA is not proposing to introduce general 
restrictions on food and beverage advertising to children. 

‘ACMA is not a health advisory body. Therefore, in assessing whether or 
not a ban on food and beverage advertising would have an impact on 
childhood obesity, ACMA commissioned an independent review of research on 
the issue. Childhood obesity is a highly complex issue and the review 
found that there was not a sufficient consensus on the impact of banning 
food and beverage advertising on obesity levels,’ Mr Chapman said. 

‘The research does indicate that there is a relationship between 
advertising and children’s food and beverage preferences and requests. It 
also indicates a relationship between television viewing (as distinct from 
television advertising specifically) and obesity in children. However, 
existing research does not clearly demonstrate a causal relationship 
between any of these factors and obesity—indeed only a modest association 
is apparent. 

‘ACMA has formed the view that restricting food and beverage advertising, 
particularly without a tool to identify high fat, salt, sugar (HFSS) 
products, would be a blunt form of regulatory intervention, with 
significant cost to the commercial television sector and uncertain 
national benefits. Such restrictions would also prevent healthy food and 
beverage products from being advertised.’ 

Mr Chapman added that ACMA would consider reviewing its position if 
evidence of an identifiably stronger association between advertising and 
obesity and the benefits of food and beverage advertising restrictions 
becomes available and a food identification standard is successfully 
introduced in Australia. 

‘Industry should recognise the strong community concern in this area and 
consider how it can adequately address this concern without additional 
regulation being imposed,’ he said. 

The draft Children’s Television Standards 2008 and accompanying papers, 
including a report of the review, are available on ACMA’s website. 

The closing date for comments is 17 October 2008. 

The new Children’s Television Standards are expected to be finalised in 
early 2009. 

Media contact Donald Robertson, ACMA Media Manager, on (02) 9334 7980.

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Cheers Tony
Stephen Loosley
Victoria, Australia