October 2, 1996
                                    
                                    
           COMMISSIONER NESS ENCOURAGES BROADCASTERS AND LOCAL
     COMMUNITIES TO DELIVER ON THE PROMISE OF CHILDREN'S TELEVISION


Speaking Wednesday at the annual National Association of Broadcasters Service to Children
Symposium, FCC Commissioner Susan Ness rallied broadcasters, programmers, advertisers
and community groups "to make the great promise of quality educational children's television
programming a reality."  

Ness noted that the FCC's Children's Television Act regulations, approved this summer, were
designed "to remove the barriers and the disincentives to broadcasters who want to serve the
children in their communities."  She identified three basic marketplace barriers to delivery of
quality children's programming:  availability, scheduling, and promotion of programming
children will want to watch.

Regarding availability of programming, the Commissioner applauded the flurry of new
educational children's programs in production with the networks and syndicators -- at least
nine network shows and more than 20 from syndicators.  In addition, she commended the
NAB for providing seed money for production of a program directed at older children and
recognized state associations, who are also underwriting programs. 

Ness further urged broadcasters to work in partnership with their communities.  Because
broadcasters must designate in advance which programs they deem to be "educational" and
distribute that information to television program listings, parents will know when such
programs are aired.  Therefore, the community will judge whether the programming truly is
educational.  "Listing America's Funniest Home Videos as educational will have to pass the
laugh test," she remarked.

With regard to scheduling, Ness emphasized that to count as core programming, shows must
be aired between the hours of 7:00 a.m. and 10:00 p.m. -- hours when "the majority of
children are likely to be watching."  She additionally urged program guide publishers to set
aside a separate box, highlighting educational programs, so that parents will know how to find
them.  

Commenting on the last market barrier, promotion of programming, Ness exhorted "producers
and advertisers to join forces early on to promote educational programs, such as Kelloggs did
a few years ago by publicizing Reading Rainbow on its cereal boxes."  She further stated that
some advertisers have suggested setting aside a portion of their budgets for educational
programming.

Ness then went on to attribute the FCC's adoption of the three hour safe-harbor for
compliance with the Children's Television Act with "priming the pump" of children's
educational programming.  "Broadcasters now know what is expected;  all know what it takes
to meet the requirement for license renewal," she stated. 

Ness also expressed her optimism that broadcasters will finally "compete on the basis of
quality educational programming for children.  Let's seize the opportunity to shine," she
remarked.


In recognition of his rare contributions to the broadcasting industry and to children, Ness
concluded her remarks by commending the late Ralph Gabbard for "his courageous leadership
in helping to resolve the Children's Television rulemaking.  He represented the finest values
of the broadcast industry in its commitment to serve the public," she said.


                                   -FCC-