Anak: By M. C. Hatol
The average Filipino’s image of New Zealand is that of a tranquil land tucked beside Australia where there are more sheep than people and where God has juggled winter and summer. To the Pinoy schoolchild, it is the home of Maoris and the land of the peculiar kiwi fruit. Aspiring emigrants gush about its high quality standard of living, education and medical care, a country where the crime rate is astoundingly low and pollution is almost unheard of. In fact it is what the American dream was all about half a century ago.
To the advocate of child-sensitive media, however, New Zealand is nirvana. Very few countries have had the determination and courage to put children ahead of other subjects, sacrificing political ambition and fat purses. New Zealand’s highly admired Television Broadcasters’ Council is light years away from many of its Asian counterparts.
For starters, members of the Advertising Standards Authority (ASA) faithfully honor the Advertising Codes of Practice, which includes the hallowed Code for Advertising to Children. A TV Commercials Approval Bureau meticulously assesses all forms of advertising prior to broadcast and every single television network gentlemanly abides by its commitment to the Codes.
The policies governing TV commercials directly addressed to children or which appear during times devoted to children’s programming may appear stringent and radical to the aloof and indifferent media practitioner whose chief aim in life is to make a fast name and an even faster buck. When one seriously mulls the essence and implications of the policies, however, one is struck by the responsibility and respect that Kiwis have for their kids. (In New Zealand, children refers to those 13 years and younger.)
Consider these: Advertising, sponsorship or prize packs are disallowed during pre-school TV programming! These hours are traditionally Mondays thru Fridays from 8:30 till 9:30 AM and 2:30 till 3:30 PM. There is absolutely no advertising on Sunday mornings until noon, particularly on the two major TV channels.
Kid audiences never had it so good. Advertising levels in school age children’s programming (5-13 year olds) allow only a maximum of 10 minutes per hour with only 2 minutes of appropriately classified station promotions. Advertisements during kiddie programming may not be repeated excessively and no ad may be played more than twice within an hour per channel per day. Someone should hint that to our major broadcast players.
We also wonder if the following restrictions can ever be adopted in the highly commercial Philippine setting: The host or any regular presenter or program character must NOT endorse, promote, sell products or services within the program. When programs contain product exposure be way of prizes for competition, references to the name of the product and visual representations such as a pack shot are all right. However, hosts may not endorse the product by emphasizing features such as its newness, desirability, play-ability or performance.
TO BE CONTINUED
(To know more about the advocacy for child-sensitive television, visit www.anaktvweb.com or email the Southeast Asian Foundation for Children and Television at <anaktv@skyinet.net>.)
|
