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Kidvid ratings will affect TV content, ad exex say

A pair of written surveys conducted by the Myers Report media polling group has found that more than 60% of advertising executives believe that a broadcast network content ratings system like the age-based setup poised to be adopted in January will have a direct impact on program content decisions.

The surveys, conducted in August and November of this year, found 630 of the 1,040 participating ad industry players, or 61.5%, believe the ratings system will ultimately influence content. Just 25.8% predicted it will have no influence, while 12.8% aren’t sure.

“Clearly, the advertising community believes that broadcast television programming content will be directly influenced by the very system set up to rate it,” said Jack Myers, prexy for Myers Reports.

Myers added that based on his interviews with ad executives, he believes the advertising community is generally supportive of the ratings system as recommended, stressing that a more definitive, content-based system “could prove to be counterproductive to its well-intentioned purposes.

“The age-based content is proven, easily understood and acceptable to a broad cross-section of the industry.”

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