NBC back in V-chip war

Content champions to coerce Peacock participation

WASHINGTON — Beltway culture warriors are scheduled to go back on the warpath Thursday against NBC for its failure to adopt the same TV content code that the rest of the broadcast industry has already implemented.

Rep. Ed Markey (D-Mass.), the father of the V-chip, will join forces with Senate Commerce Committee chairman John McCain (R-Ariz.) to call on NBC publicly to “get with the program on TV ratings.” Also on board for the press conference is Federal Communications Commission chairman William Kennard, who, has so far remained relatively quiet on NBC’s decision not to adopt the content-based code.

“NBC feels confident that its rating system is consistent with the V-chip and based on the past five months, the public seems supportive,” one NBC source said.

Unlike the other networks, the Peacock web tags shows with a recommended viewing age but not the added content codes such as “V” for violence or “S” for sex. The network, however, does add advisories if there is strong adult content.

The press conference is scheduled for the same day the FCC is to approve formally the content-based code that has been in use for almost five months. The only holdouts to the system are NBC and the BET cable network.

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