CTA Compliance Project. Introduction. This paper is an assessment of the KSWB-FOX affiliate for San Diego and its compliance with
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1 1 Meghan Ryan Melissa Liberman Kayla Gomes Dr. Susannah Stern Children & Media November 3, 2010 CTA Compliance Project Introduction This paper is an assessment of the KSWB-FOX affiliate for San Diego and its compliance with the provisions of the Children s Television Act. The station s 398 form for Quarter 2 states that there are three and a half hours of core programming a week. However, during the duration of this project only three hours a week were televised from 7 a.m. to 10 a.m. on Saturday mornings. For the purposes of this project six shows were observed: Mystery Hunters, Animal Rescue, Young Icons, Mad About, Career Day, and Eco Company. Each show has a target audience of year olds. KSWB-FOX broadcasts the minimum three hours of children programming. KSWB-FOX s Core Programming Mystery Hunters was the first children s television program to be regularly aired on KSWB-FOX on Saturday mornings was at 7 a.m. This show has a good educational message overall. The message is to investigate questions until the answer is found. The concept of Mystery Hunters would be better suited for children of a younger age range. This particular show integrates the educational message well and the message is of high importance. However, the show however has a low applicability factor because the hosts attempt to discover if mythical creatures are in fact real. In order to do this, the hosts travel the world investigating during the course of a single episode. This is not something that children will be able
2 2 to apply to their real lives. The educational message can be comprehended by the target audience, but a child aged would not be entertained by the show or look forward to it because the content is silly. Animal Rescue is another children s television core program that was aired on KSWB-FOX. The educational message here is to help animals that are injured or sick. This is important because it gets kids to learn that they need to take care of animals and not harm them. The applicability of the show was low because it shows professionals rescuing animals in the wild, which most children are not able to do on their own. This show also demonstrated an overly idealistic ending to each of the animal cases shown. In each instance, animals are saved and released back into the wild. Since the network is targeting older children, it is acceptable to show that although sometimes things do not always work out, the effort still counts. The educational message is reinforced throughout the program s duration. This program seems like it would be shown at school. Most kids do not want to feel like they are in school on a Saturday morning! The idea of the show is great, but there needs to be a more interesting way of presenting the information to the target audience. Young Icons is a television show that airs regularly on the local Fox network. The show features stories of inspiring American teenagers. The most significant finding we came across while viewing this medium was that featured stories are unrealistic. They may be true stories, but they present a picture that many young people between the ages of 13 and 16 are capable of achieving outstanding feats. It would be better to have a program like this created as a "special" that would not account for the 3 hours of regularly scheduled educational programming. The primary lesson of the show is that young people can do incredible things. This lesson is clear, but how are viewers suppose to realistically apply that information to their own lives? The achievements are unrealistic and unattainable for most children, such as creating non-profit organizations and flying airplanes. The primary lesson is not well connected to the real world because kids should be mastering other skills before becoming entrepreneurs and heroes for example. They should be equipped with more pertinent knowledge and ideas concerning the future. The best part of this show is that it is very engaging and interesting to watch. For this reason, perhaps it is better suited as
3 3 a special program. It does do well to enable kids to think outside of the box of what is possible in life. It is important and beneficial for them to become aware of what young people can achieve. Another strong characteristic is that good values are positively reinforced. Young people are seen doing altruistic deeds, working hard, and having it all pay off. Mad About is a show that was hard to put into an educational category based upon the episode we examined. The show is sketch/skit based, much like a children s version of Saturday Night Live, which would have skits based on a theme. The show can be seen as entertaining to young children, but probably not to the target audience of year olds. This show does give lessons, but the way they are presented lacks clarity. There is no real primary lesson within the program; it is actually a mixture of small messages. The description of Mad About appearing on the 398 form is fairly close to reality, although the description emphasizes the educational aspect. In reality, education seems to take a backseat to the entertainment value of the series. The show contains very little information and misfires on much of what they are attempting to teach. Of all the children s shows that are on KSWB, Career Day accurately fits the audience s age range that it claims to be made for. It is very informative. The show explores career possibilities by doing small profiles on people in different careers. This is really helpful, being that the audience is supposed to be high school aged. Students need to start considering what they want to do in the future. This program enables them to start considering careers and college choices. Teenagers are taught about having certain jobs and learn some viable ways to attain them. Although this show is the most informative, there are flaws. Sometimes there would be too much information about the person and too little about the job. The narration and sound effects seem to be for a younger audience. The jobs can be too far reaching for most people, such as video game designer and race car driver. The show is slightly fast paced, which may keep teenagers attention and it really emphasizes the idea of people living their dream and working hard to attain dreams. We found that this show is clear and integrates its message well. It demonstrates positive reinforcement, because people on the show are rewarded with great careers for working hard.
4 4 Eco Company is the final show that airs on KSWB s schedule. The show is a high-quality educational program. It is similar to a discovery channel documentary concerning topics about nature. There are young hosts who walk viewers through the activities. In particular, the show did a great job at presenting engaging information while encouraging viewers to be environmentally friendly. The program content can appeal to all ages, although it is best suited for 13 to 16 years olds who can best comprehend the information. Each episode is topic specific and sets out to teach certain lessons. However, lessons taught cannot easily be applied to the real world. For example, most kids from 13 to 16 years old do not have the option to purchase "eco surfboards" nor would they have the many opportunities to use such trivial knowledge. Advertising KSWB seemingly avoids the FCC guidelines in regard to advertising. All shows that air between the three hour children s show block that we observed are said to target a thirteen to sixteen year-old audience. Being that the FCC s commercial guidelines are only for children twelve and under, we believe they were stating the ages in this area so that they don't have to follow the guidelines. Commercials in between shows are rarely any age appropriate. Ads range from car insurance to hardwood flooring. The only possible ad geared toward the younger audience is the Proactive commercial. The amount of commercial air time that was used during the three hour block of children s core programming on Saturday morning was astonishing. Since programs are targeted to teens, aged 13-16, the network is able to bypass the CARU guidelines for advertising. The first hour saw 16.5 minutes of commercials, which far exceeds the CARU standard of 10.5 minutes per hour on the weekends. It's even more shocking that during the second hour there were 20.5 minutes of commercials! This means that each 30 minute program only had about 20 minutes of actual content! The third hour saw 21 minutes of commercials. It is surprising that the commercial minutes increased as the three hour block progressed,
5 5 meaning that more children would be and more likely to watch the later shows than watching the shows that were on at 7 a.m. Websites The websites for the core children s programs have negative aspects as well as positive. Even though the programs displayed the E/I symbol during the actual show, the E/I symbol is not provided on websites, such as Zap2it.com, KSWB s site and TVGuide.com. There are no links on the FOX 5 website for children to access the shows that are targeted to them. The majority of the programs did not mention on the air their website or show their website on screen. However, Eco Company specifically mentioned their website on air. The Eco Company website is a good resource for parents and children because it sums up the program and lessons learned. The Mad About... website provides a lot of useful information, such as the exact location of educational moments within the program and also links for parents and children to learn more about the topics that were addressed within the program. However, some of the links did not work. Overall, the websites contain useful information but more information is needed. Reporting Rules One very important aspect of children s educational television is the use of the E/I symbol. KSWB- FOX uses the E/I symbol for all the programs that are labeled core programming. This is in compliance with the CTA. For the Mystery Hunters program, the E/I symbol was at the top right hand corner of the screen, but then when Animal Rescue came on it was on the bottom left corner. This concerning because if parents desire to have their kids view educational programs, they will not be able to easily identify the E/I symbol. The symbol was often fairly transparent, therefore often blends into the background and is not clearly visible unless someone searches for it. This could be seen in the case of Eco Company, where the symbol is not visible for the first couple of minutes, due to the background. Another important issue to consider regarding the E/I icon is that the actual symbol changes between the shows. In a few shows, including Career Day, the E/I symbol is in a white circle and is clearly visible to viewers. This changes
6 6 however, in other shows such as Eco Company, where the E/I symbol is transparent and therefore very difficult to see most of the time. Suggestions for the Future In order for KSWB-FOX to be more effective with their educational programming, future adjustments need to be made. One suggestion is that the E/I symbol be placed in the same location on the screen throughout all of the educational programming provided by the station. This way, parents can easily locate the symbol and rest assured. The E/I symbol should look consistent in its format and be clearly visible on the screen. Another suggestion is that the episodes provide more realistic information that the target audience can use in their daily lives. For example, the program Young Icons shows kids doing extraordinary things that most young people cannot realistically accomplish. Also, more universal and worldly knowledge should be incorporated into the programs. A third suggestion is that the programming be changed to make the information more appropriate for the target audience. If not, the target audience should be younger since most of the information provided is too juvenile for the 13 to 16 age range. The KSWB-FOX station should also provide additional educational programming so they meet more than the minimum amount required, three hours per week, as stated by the CTA. Improvement is needed for the educational programming provided by the KSWB-FOX station to provide a higher level of educational information to children. Conclusion In our group s assessment of KSWB-FOX s core programming and manner of following the guidelines put forth in the Children s Television Act, we believe they would deserve a C letter grade. The station follows the laws about core programming, but merely goes with the minimums and could drastically improve. We believe that only a few of the shows are educational and that many do not represent or cater to the target age group. Although this station does not have to limit commercials, as the
7 7 target audience is above age 12, the amounts of commercials are excessive and are not of any interest to young people.
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