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Time Line: Life with Valenti

A look at the key moments in his career

JUNE 1966

Resigns from White House post as Lyndon B. Johnson’s special assistant to become the third topper in the MPAA’s history.

NOVEMBER 1968

Modern ratings system is born with four grades for film content: G, M (mature audiences), R and X. The MPAA trademarks all the letters except X. Those not submitting their pics to the MPAA for ratings could apply the X rating or any other nontrademarked symbol.

1975

Faced with growing proliferation of videocassettes, Valenti creates antipiracy division to protect copyright owners from thievery.

JULY 1984

PG rating is split into two with the introduction of the PG-13 rating.

1988

Initiates Anti-Piracy Hotline for reporting suspected video piracy: 1-800-NO-COPYS

SEPTEMBER 1990

X rating is changed to NC-17 (no one under 17 admitted).

JULY 1996

Calls for creation of a television ratings system. In early 1997, the system is implemented.

JUNE 1999

Valenti calls for normal trade relations and greater market access for U.S. films in China. In February 2000, forms a committee of Hollywood execs to persuade Congress to approve normal trade relations with China. Valenti is instrumental in 2001 expansion of Chinese quota of U.S. pic imports from 10 to 20.

2000

MPAA launches more than 60,000 investigations into suspected pirate activities and more than 18,000 raids against pirate operations around the world.

SEPTEMBER 2000

FTC report charges entertainment industry with purposefully marketing violent, adult programming to auds under 17. Valenti spearheads 12-point response by the majors.

OCTOBER 2003

Announces that the major studios have agreed not to send out any screeners for the award season – the first salvo in the Screener War that he later admits was the low point of his tenure. A District Court invalidates the studios’ move, citing collusion.

JUNE 2004

Testifies before the Foreign Relations Committee that China and Russia are the top copyright violators and links piracy to organized crime and terrorism.

JUNE 2004

With Valenti’s backing, D.C. politicians introduce legislation that would usher in sweeping changes to copyright law and effectively bar peer-to-peer networks that trade in pirated content.

JULY 1, 2004

Valenti retires as MPAA CEO and prexy.

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