10
"An Appeal to Hollywood"

First presented and published on July 21, 1999

Reprinted from Vulgarians at the Gate: TV Trash and Raunch Radio, written by Steve Allen and published in 2001.

According to the American Academy of Pediatrics, as of 2005 American children watched an average of three to four hours of television per day. Watching TV offers children some potential benefits. Educational programs can help them succeed in school, for example, by introducing such subjects as math, reading, and science. TV shows can also help teach children important social skills, like sharing, cooperating, and accepting differences.

However, television programs can also have a negative influence on kids. Many shows include racial and gender stereotypes (generalized, often negative ideas about a group of people), violent behavior, sexual situations, and language that are not appropriate for young viewers. Even programs specifically aimed at children feature commercials, and studies show that young people cannot always tell the difference between entertainment and advertisements. Finally, many critics argue that kids could put the time spent watching television to better use—by reading, interacting with their families, doing homework, and engaging in physical activity.

"By making a concerted effort to turn its energies to promoting decent, shared values and strengthening American families, the entertainment industry has it within its power to help make an America worthy of the third millennium."

Since the 1950s, many people have conducted studies on the effects television has on young people. One of the main issues that has grown out of this research concerns children's exposure to violence on television. In 1972, for instance, the U.S. government released the results of a large-scale study about the effects of TV violence on children. This research showed that viewing violent programs on television tended to increase children's aggressive behavior, make them less sensitive to the pain and suffering of others, and cause them to become more fearful of the world around them. Many later studies confirmed these effects of children's exposure to TV violence. Nevertheless, the TV networks continued to air programming with violent content because it grabbed viewers' attention and received high ratings.

In response to growing concerns about children's exposure to TV violence, in 1992 the broadcast networks adopted a ratings system that provides on-screen advisories for all programs. Modeled after the ratings system used for theatrical films, it is intended to inform parents about program content that might be inappropriate for younger viewers. The ratings appear in newspaper TV listings, in cable and satellite program descriptions, and on the screen during the first fifteen seconds of shows. In addition to age-group ratings, the system uses code letters to indicate whether a program contains violence (V), sexual situations (S), strong language (L), or suggestive dialogue (D). The Telecommunications Policy Act of 1996 took the effort to protect children from violence on television a step further by requiring all new TV sets to be equipped with a V-chip—a device that can detect program ratings and be set to block programs that contain an unacceptable level of violence.

Despite such measures, critics continued to complain about the content of television programming. In May 1999, the Parents Television Council (PTC) released the results of a study showing that the broadcast industry's voluntary ratings system had failed to reduce the levels of violence, sex, and offensive language in prime-time programs. In fact, the PTC found that this sort of content had increased by 30 percent between November 1996, when the ratings system was first introduced, and November 1998.

The PTC also noted that the television ratings did not always reflect the true content of programs. For instance, a study of TV shows broadcast during the early evening hours found that 65 percent of the programs containing foul language did not carry the "L" label, while 76 percent of the programs containing discussion of sexual topics did not receive a "D" rating for suggestive dialogue. The PTC complained that the ratings system did not go far enough to help parents protect children from inappropriate TV program content.

On July 21, 1999, a group of around sixty prominent Americans released a document called "An Appeal to Hollywood," which is reprinted below. They presented the text at a news conference in Washington, D.C., published it as a full-page advertisement in major newspapers across the country, and sent copies to the heads of all the major companies in the entertainment industry. The document calls on the entertainment industry to establish a new set of guidelines regarding violent and sexual material in television programs, movies, music, and video games. It also asks broadcasters to include more family-friendly entertainment on television.

Things to remember while reading "An Appeal to Hollywood":

• This document was released about three months after a tragedy occurred at Columbine High School near Littleton, Colorado. Two high-school students, Dylan Klebold and Eric Harris, used guns and explosive devices to kill twelve classmates and one teacher—and wound twenty-four other people—before committing suicide. Some analysts suggested that Klebold and Harris's actions may have been influenced, in part, by their exposure to violent video games, music, and movies. In the months afterward, the impact of violent entertainment on teens was a big topic for discussion across the country.
• The document mentions the National Association of Broadcasters (NAB) Code of Practices for Television Broadcasters, which guided program content for thirty years. This code was adopted in the early 1950s. It encouraged broadcasters to think of television as a guest in viewers' homes that had an obligation to treat the host with respect. It emphasized that the TV industry had a responsibility to advance education and culture, provide fair coverage of news and controversial issues, and follow basic rules of good taste and decency in creating programs. The code even provided specific examples of subject matter that broadcasters should avoid including in program content. For instance, it said that programs should not contain attacks on religion and should always portray religious leaders in a positive way. It also said that broadcasters should avoid presenting greed, cruelty, or selfishness as worthy motivations. The NAB Code was thrown out during the 1980s following a court ruling that stated competing television networks had worked together illegally to create it. "An Appeal to Hollywood" recommends that the entertainment industry establish a new code of acceptable program content based on the old Television Code. But supporters of free speech argue that such a code might place unacceptable limitations on television programming. For instance, they claim that the restrictions mentioned above could prevent news programs from reporting on allegations of sexual abuse by Catholic priests and could spell the end of competition-based reality shows such as Survivor.

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What happened next …

"An Appeal to Hollywood" attracted a fair amount of media attention, but it did not result in significant changes to the content of television programming. The broadcast industry did not immediately launch any major initiatives to reduce the amount of sex, violence, and profanity on TV.

As of 2000, all new television sets sold in the United States were required to contain a V-chip to allow parents to block programs electronically based on their content ratings. But critics pointed out that V-chip technology was only as effective as the TV ratings system. They complained that the program ratings did not always provide a full and accurate reflection of content, and that many types of programs were not rated—including news broadcasts, sporting events, and commercials.

Steve Allen: The Father of TV Talk Shows

One of the driving forces behind "An Appeal to Hollywood" was Steve Allen, a comedian, actor, writer, and musician with fifty years of experience in the television industry. He was born Stephen Valentine Patrick William Allen on December 26, 1921, in New York City. He launched his career as an entertainer in the 1940s by working as a comedian and radio disc jockey. In the early years of television, he served as the host of a variety program called The Steve Allen Show, which aired on CBS from 1950 to 1952 and on NBC from 1956 to 1960.

Allen is probably best known as the creator and first host of The Tonight Show, a late-night comedy, talk, and variety program. He launched the show on a local station in New York and then took it national in 1953. During his four years as host of the show, Allen introduced several features that have remained a part of late-night TV talk shows ever since. For instance, he pioneered the "man on the street" comedy segment, in which a comedian and camera crew ventured outside of the studio and joked around with the people passing by. He also used some of the first audience-participation skits and comedy routines.

Allen created and hosted several other game and talk shows from the 1960s through the 1980s, including the award-winning PBS series Meeting of the Minds. In this show, which aired from 1977 to 1981, notable historic figures (portrayed by actors) debated current issues in a talk show format. Allen's many contributions to the talk show format helped earn him the nickname "Father of TV Talk Shows." It also helped secure him a place in the Television Arts and Sciences Hall of Fame in 1986.

During his long and varied career, Allen composed thousands of songs, published more than fifty books, novels, and plays, and wrote articles for newspapers and magazines on topics ranging from comedy to religion to education. Late in his life, Allen became an outspoken critic of the quality of television programming. He worked together with the Parents Television Council to launch several major protests against what he saw as increasing levels of violent and sexual content in TV programs, including the highly publicized 1999 "Appeal to Hollywood." Steve Allen died on October 30, 2000, at age 78. His last book, Vulgarians at the Gate: Trash TV and Raunch Radio, was published after his death.

Censorship vs. the First Amendment

A new fight developed over the content of TV programs in 2004. In one highly publicized incident, Bono—lead singer of the rock band U2—used profanity during an acceptance speech on the televised Golden Globe Awards. An even bigger controversy surrounded an incidence of nudity during the 2004 Super Bowl telecast. The Super Bowl regularly attracts some of the largest TV audiences of the year. It is typically broadcast during the early evening hours, when millions of children are watching television. The halftime entertainment usually features big-name musical acts that hold strong appeal to young viewers. The 2004 halftime show featured a concert by the popular artists Justin Timberlake and Janet Jackson. Toward the end of their performance, as the two singers danced together on stage, Timberlake pulled on Jackson's costume and exposed her breast.

Although the entertainers claimed that the incident was an accident, and the CBS network issued an apology, many viewers were upset. Responding to viewer complaints, the Federal Communications Commission (the government agency responsible for regulating television) fined CBS a record $550,000 and warned broadcasters to watch and evaluate program content more closely. The FCC even encouraged broadcasters to create a new industry-wide code of conduct, like that proposed in "An Appeal to Hollywood." The incident also prompted the U.S. Congress to increase the maximum fines allowed for violating television content standards. In an attempt to avoid future problems, the networks introduced a time-delay of a few seconds on live broadcasts, to give technical crews time to remove any nudity or profanity.

In 2006, however, all of the major broadcast networks and their affiliate stations filed a lawsuit against the FCC, claiming that the fine against CBS was illegal because the agency did not apply clear and consistent standards of decency. Brent Bozell, president of the Parents Television Council (PTC), argued that broadcasters were using the case to challenge the government's authority to regulate TV content. "It's an industry that is just a profitable assembly line of garbage, and wants the 'right' to offend many millions of families, using the public airwaves owned by those families to do so," he wrote in an online editorial.

By contrast, supporters of free speech complain that the PTC and similar groups engage in censorship (a policy of reviewing creative works and removing any material considered offensive). They believe that individuals should be free to decide for themselves what kind of content is appropriate to watch on TV, rather than allowing the PTC or the government to decide for everyone. Opponents of censorship also claim that efforts to eliminate sex, violence, and profanity from television will limit artistic development and lead to bland and predictable programming. They believe that adults should not be forced to accept a level of entertainment that is suitable for children and that parents should take greater responsibility for monitoring their children's TV viewing.

The PTC responded to these arguments by saying that people who criticize the content of TV programming are merely exercising their own right to free speech. They also claimed that parental responsibility can only go so far in protecting children from unsuitable entertainment material. Since television is such a powerful medium, they argued, it can drive changes in customs, speech, and attitudes throughout an entire society. When society as a whole is affected by sex and violence on TV, it becomes impossible for even the most responsible parents to protect their children from exposure.

In the end, some analysts believe that the major television networks may bend to pressure from critics and the FCC and make an effort to refine program content. As broadcast programming becomes more safe and predictable, however, they expect that more viewers will abandon the networks in favor of the edgy, creative offerings available on cable and satellite.

Did you know …

• "An Appeal to Hollywood" was signed by around sixty prominent people from the worlds of politics, business, religion, education, and entertainment. The diverse group of signers included former presidents Jimmy Carter and Gerald Ford; senators John McCain of Arizona, Kay Bailey Hutchinson of Texas, Sam Brownback of Kansas, and Joe Lieberman of Connecticut; military leaders Colin Powell and Norman Schwartzkopf; religious leaders Bill Bright and Jim Wallis; academics Elizabeth Fox-Genovese and Elie Wiesel; and entertainers Steve Allen and Naomi Judd.
• The Parents Television Council (PTC) was founded in 1995 "to ensure that children are not constantly assaulted by sex, violence, and profanity on television and in other media," according to the organization's Web site. It is a national organization with nearly one million members across the United States. The PTC works with broadcasters, advertisers, government agencies, and parents to raise awareness of TV content issues and reduce the flow of negative messages to children. The organization also conducts research into program content and publishes the Family Guide to Prime-Time Television to help parents choose family-friendly entertainment.

Consider the following …

• The First Amendment to the U.S. Constitution guarantees freedom of speech to all citizens. Are there limits to free speech under the law? Should there be limits? Come up with some examples of cases where the interests of society might be best served by restricting this constitutional right.
• Who should decide what sort of material is acceptable for broadcast over the public airwaves—the government, the FCC, the television networks, voters, or individual viewers? How should the interests of the other groups factor into the decisions?
• Following singer Janet Jackson's breast-baring incident during the 2004 broadcast of the Super Bowl, Congress and the FCC took steps to increase the penalties for broadcasters who violate standards of decency. Some critics complained that the authorities treated a brief glimpse of a normal female body part as a major offense, while they routinely ignored graphic depictions of violence, torture, and mutilation in highly rated fictional programs like CSI. What standards should be used to judge the content of TV programs?
• Imagine if there was a television program that half of American viewers found to be of exceptionally high quality and interest, and that the other half found to be deeply offensive. Should this program be allowed on the air? Argue both sides of the question.

For More Information

BOOKS

Allen, Steve. Vulgarians at the Gate: Trash TV and Raunch Radio. New York: Prometheus Books, 2001.

PERIODICALS

Dessart, George. "Of Tastes and Times: Some Challenging Reflections on Television's Elastic Standards and Astounding Practices." Television Quarterly, 1992.

Jarvis, Jeff. "Can the FCC Shut Howard Up?" Nation, May 17, 2004.

Strode, Tom. "Carter, Ford, Others Ask Hollywood for Code on Media Violence, Sex." Presbyterian Layman, July 23, 1999.

WEB SITES

Alexander, Allison. "Children and Television." Museum of Broadcast Communications. http://www.museum.tv/archives/etv/C/htmlC/childrenand/childrenand.htm (accessed on July 31, 2006).

Bozell, Brent. "The Two-Faced Networks." Parents Television Council, April 27, 2006. http://www.parentstv.org/PTC/publications/lbbcolumns/2006/0427.asp (accessed on July 31, 2006).

Dessart, George. "Standards and Practices." Museum of Broadcast Communications. http://www.museum.tv/archives/etv/S/htmlS/standardsand/standardsand.htm (accessed on July 31, 2006).

"Steve Allen: Complete Biography." Steve Allen Home Page. http://www.steveallen.com (accessed July 31, 2006).