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V-Chip: Parents
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The V-Chip (in which “V” stands for “violence”) is a microchip installed inside new televisions that lets parents screen out shows that have been rated as sources of violent and objectionable content. All televisions with the V-Chip are able to receive and understand the electronic rating signal that flashes on the screen during the first 15 seconds of a program. These signals, which transmit from television broadcasters and cable networks, register how a given program is rated. They transmit in the same way that closed-captioning information is conveyed.
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In response to the Parents Television Council survey on the V-Chip that claimed its failure[3], TV Watch claimed the survey was "flawed by faulty analysis and biased methodology" [4]. TV Watch ... participated in a Kaiser Family Foundation forum in June 2007, based on newer Kaiser research that, similarly to TV Watch, claims that most parents do monitor their children's television viewing, whether by V-Chip or any other means. [5]
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TVGuardianand the V-Chip are two very different parental control devices. They arecomplimentary products, not competing products. The V-Chip is merely anautomated on/off switch, while TVGuardian is an automatic editing device. Inorder for the V-Chip to work, a ratings system must be broadcast with thetelevision signal or video. If a video or program's rating exceeds the allowedrating set by the parents, the V-Chip blocks the entire program.
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Announced on Tuesday, the $300 million industry-supported V-Chip campaign is intended to raise awareness of the TV ratings system and calls on parents to be "the boss of what your kids watch." The series of ads, presented by the Ad Council public-service advertising group, asks parents to use V-Chip technology to control their children's exposure to violence and sex on television. The campaign is supported by major cable, satellite and broadcast trade groups, including the National Cable and Telecommunications Association.
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The V-Chip works in conjunction with the TV Parental Guidelines rating system established by the industry. Those ratings appear on the screen for 15 seconds at the start of each broadcast and cable show.
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ABC, CBS, NBC and FOX have partnered with the Ad Council to bring parents up-to-date information on the V-Chip, a powerful tool that enables them to manage the programming their children watch even when a parent is not in the room. The V-Chip works in conjunction with the television industry's unified ratings system to block out programming parents deem inappropriate for their children to watch.
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