1. Self-Regulation and Ethics Why is self-regulation so important to the television industry?

2. Self-Regulation Stations/Networks “fear” government regulation Stations must uphold FCC charge to serve the public interest Stations/Networks don’t want to alienate viewers or advertisers Stations/Networks need viewers to “trust” them

3. Self-Regulation Stations, broadcast networks and cable networks make decisions based on individual principles, professional standards and personal ethics.

4. NAB Code The National Association of Broadcasters instituted its first code for radio in 1929. A television code was adopted in 1952. Adherence to the code was voluntary and violations resulted in no fines – no penalties – no “jail time.” Stations who violated the code could no longer display the NAB Television Code seal.

5. NAB Code NAB Code focused on programming and advertising issues. Programming code covered: news, entertainment programming, children’s programming, political broadcasting and religious programming.

6. NAB Code Advertising code provided guidelines for acceptable products, presentation style and commercial time limits.

7. NAB Code “Television broadcasters and their staffs occupy positions of unique responsibility in their communities and should conscientiously endeavor to be acquainted fully with the community’s needs and characteristics in order to better serve the welfare of its citizens.”

8. NAB Code Violence – physical or psychological, may only be projected in responsibly handled contexts, not used exploitatively. Programs involving violence should present the consequences of it to its intended victims and perpetrators.

9. NAB Code Narcotic addiction shall not be presented except as a destructive habit. The use of illegal drugs or the abuse of legal drugs shall not be encouraged or shown as socially acceptable. The presentation of marriage, the family and similarly important human relationships and material with sexual connotations, shall not be treated exploitively or irresponsibly, but with sensitivity.

10. NAB Code Advertising portion of the code prohibited commercials for fireworks, astrology, firearms and hard liquor. Code provided guidelines for non-program material. Non-program material in network primetime programming should not exceed 9 ½ minutes per hour.

11. NAB Code The NAB Code disappeared in 1983, largely because of lawsuits with the Department of Justice which said the code violated anti-trust laws.

12. Self-Regulation Perhaps biggest question today is: Can broadcasters make money AND serve the public interest?

13. Self-Regulation Broadcast networks used to have large departments of standards and practices. Now, most decisions are influenced by society’s standards, competitive environment and time period.

14. Self-Regulation Telecommunications Act of 1996 required TV manufacturers to include a V-chip in every TV 13 inches or larger. The TV industry also came up with a rating system to use as a guideline.

15. TV Ratings TV-Y: all-children TV-Y7: children 7 and older TV-G:general audience TV-PG:parental guidance suggested TV-14:not appropriate for children under 14 TV-M: mature audiences only S-sexual content; L-profanity; V-excessive violence; D- sexually suggestive dialogue

16. Ethics and The Law Ethics and the law attempt to restrict behavior and practices. Ethics are enforced by personal judgment. The law is enforced by the government.

17. Ethical Theories Teleological: rightness or wrongness of an action is based on its consequences Deontological: consequences do not matter – actions should follow a moral code required by all of us. The source of the moral code is reason, society, God or the human conscience.

18. Ethical Theories Utilitarianism: person should act in a way that produces the greatest possible good for the greatest number Egoism: act in a way that is best for you Categorical Imperative: Proper duty, not the consequences, must govern our decisions Golden Mean: Compromise Cultural Ethics: Self-legislative Situational Ethics: Circumstances dictate the decision

19. Ethical Codes Tell the truth Behave justly Respect independence and freedom Act humanely Behave responsibly Don’t cause harm Respect community standards

20. Areas of Ethical Concern News Children’s Programming Entertainment Programming Portrayal of Minorities Advertising

21. Common Ethical Dilemmas Conflict of Interest Advertising Product Placement and Practices Obtaining information under false pretenses Airing controversial, adult-oriented programming in inappropriate time periods Airing deceiving commercials