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WASHINGTON, D.C. – The cable television industry this week takes the next step in implementing Cable Puts You in Control, its multimedia consumer education campaign to promote responsible television viewing, with the national distribution to cable systems and cable networks of several educational Public Service Announcements (PSAs). The National Cable & Telecommunications Association (NCTA) is urging cable systems to begin airing the spots this month, with networks to follow shortly thereafter.
The PSAs help fulfill the intent of Cable Puts You in Control, a campaign designed to increase awareness about the choice, control, and education that the cable industry provides its customers, so that families can control the flow of programming coming into their homes and effectively manage their family viewing.
The spots remind viewers to consider tools such as the parental blocking feature available through most cable set-top boxes, and the V-Chip built in to most television sets manufactured since 1999, as ways of managing family viewing. Some versions of the spots direct viewers to visit the industry's website, www.ControlYourTV.org, for more information about cable's programming choices, responsible television viewing, media literacy, and related subjects.
A total of 16 versions of the PSAs – based on three separate creative treatments, each running 30 seconds – have been produced on behalf of the industry by Starz Encore and MTV Networks. The spots, available in both English and Spanish, offer both generic and customizable versions to enable cable systems and networks to insert information such as company website addresses, customer contact information, and branding.
The PSAs will be distributed by NCTA via satellite in two feeds scheduled for tomorrow (Wednesday, May 12) and Thursday (May 13). Some of the spots currently are available for viewing online).
“The cable industry is committed to helping families learn about the choices they have to find appropriate programming on TV, as well as their ability to block content they may consider unsuitable for family viewing,” said Robert Sachs , NCTA President & CEO. “The spots are designed to inform and remind our customers that cable gives them the power to decide what programming is suitable for their family and personal viewing.”
In addition to the production and distribution of PSAs, NCTA has distributed more than 1,000 Customer Communication Toolkits to cable systems and cable networks nationwide. The Toolkits include a variety of materials to help companies communicate with customers and viewers about Cable Puts You in Control. Earlier this spring, leading cable companies committed to provide free channel blocking technology to those customers who already don't have the ability to block unwanted content from coming into their homes.
NCTA released to its member companies the following information for the satellite feeds that will be used to distribute the current round of PSAs:
Satellite Downlink Information:
Dates/Times:
Wednesday, May 12, 2004
2:30-3:00 pm ET
Thursday, May 13, 2004
2:30-3:00 pm ETSatellite:
Intelsat America —IA 7 (formerly Telstar 7 ) , C-band,
Transponder 13
Located at 129 degrees West Longitude
Downlink frequency: 3960 Horizontal
Audio: 6.2/6.8