From
The Guardian
Television programmes could be rated according to the levels of sex and
violence they contain, under proposals set out by regulators yesterday.
Broadcasters are being asked to consider whether a "labelling system",
similar in principle to that used in cinemas, could be adopted for the small
screen.
Ofcom, the media regulator, said yesterday it had an open mind about
whether it was desirable or even practicable to introduce such a scheme, but
pointed out that some broadcasters already labelled certain programmes
according to their content.
The most widely used content label is the watershed, which states that
programmes shown before 9pm should be suitable for children. It is
well-understood by viewers, enjoying a 92% recognition rate. But as
technology advances, viewers are likely to watch more programmes outside the
time they are broadcast, either through digital recorders such as Sky Plus
or downloading from the internet, making it more important for parents to be
aware of their content.
Ofcom said yesterday it wanted to establish a working party with the main
broadcasters and other relevant organisations, such as internet service
providers and the BBFC which runs the film rating system, to look at the
issues.
The consultation is likely to throw up a number of complications:
different episodes of programmes in the same series could attract different
ratings; it may also be hard to find agreement about who should decide the
labels and who should police the scheme.
But Ofcom pointed out that Five and Sky already used cinema-style ratings
on their films, and the BBC had also been looking into the possibility of
developing a labelling scheme.
Tim Suter, partner for content and standards at Ofcom, said:
It made
sense for us to see whether this is one of the sorts of places where we
could add value. We will need to see whether it is desirable, and if it's
desirable, whether it's feasible. Suter acknowledged that existing
labelling schemes were not entirely comparable with each other
Ofcom said the consultation would examine whether it is possible to
establish a "common framework" that would encompass and expand on existing
systems that exist in the film and computer game industries. Information
is the key. People need information about what they are getting - it's
something that viewers value and broadcasters are increasingly providing it,
Suter said.
A BBC spokesman said the corporation had already done some preparatory
work that was at an "early stage", and said that if a scheme was eventually
introduced, it would be desirable to have a single industry standard.
There have been suggestions that Ofcom has displayed expansionary
ambitions since assuming its powers in January, but Suter said any new
labelling scheme would not detract from anything that already existed. We
are not seeking to replace or supplant or take away from anything that's
already there, he said.
The consultation, which will run until September, also encompasses
broader issues of "media literacy" - the public understanding of new forms
of media. Tessa Jowell, the culture secretary, warned yesterday against the
creation of an "underclass that are shut off from the realities of how the
modern media operates".
She added: Media literacy is the check against this. It will give us
the tools to understand and decode the messages we are constantly bombarded
with, making us more empowered consumers.