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E/I OK’D FOR KIDVID

Key programmers accept FCC-friendly icon

NEW YORK – Major kidvid programmers Tuesday chose “E/I” as their preferred symbol for denoting educational and informational shows in program listings.

Under FCC guidelines effective Jan. 2, local stations are required to offer three hours of prosocial kidvid fare and to identify it as such in information supplied to newspapers and other media about the programs.

The common symbol is “consistent with the spirit of the FCC’s new regulations,” said National Assn. of Broadcasters president Eddie Fritts, “so that they can make informed decisions about their children’s viewing.”

Wide agreement

The NAB and the Assn. of Local Television Stations, together with NBC, CBS, Fox Broadcasting and UPN, have agreed on the symbol and sent letters to TV Guide, Tribune Media Services and TV Data Technologies – all major listings suppliers – urging them to adopt it.

A TV Guide spokesman said the magazine is discussing how best to implement the designation in its program listings.

Two other major children’s programmers, ABC and the WB netlet, are said to have resisted adopting the symbol and weren’t part of the joint announcement. But both quickly promised on Tuesday to use it anyway beginning next month.

“If that’s going to be the universal symbol, then we’re going to adopt it,” a WB spokeswoman said.

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