Time to Turn Off Sesame Street?

from TV Turnoff Network

The American Academy of Pediatrics (AAP) now recommends that if your child is not yet three years old, he/she should not watch television, play on the computer or use a hand held "screen-game." The medical and scientific community strongly believe that screen activity can interfere with or even impair brain development in the very young.

It has been two years now since a landmark University of Washington study linked TV viewing time in children under age three to Attention Deficit Disorder at age seven. Still, very few American parents are aware of the problem, or of the AAP's recommendation.

According to Nielsen Media Research, very young children are watching multiple hours of television each day, and a variety of other products have been made for DVD players and computers for the very young. Many such products state that they will enhance your child's learning curve, help them read, write and speak earlier and maybe even turn them into a genius.

According to a recent study by the Kaiser Family Foundation, there is no scientific evidence that any of these programs, games or "toys" have a positive effect on these young children. The only evidence, although limited to date, suggests that on the contrary, these "learning" tools may actually delay age-appropriate responses and may alter the brain's natural development.

Gary Knell, President and CEO of Sesame Workshop, the parent company of Sesame Street, states that their programming is meant for children three years of age and up. Many program producers are making similar statements. There is only one problem: how are parents to know a program is meant for ages three-and-up if it is never stated, if there is no public campaign or obvious labeling of shows and products?

Why wouldn't these companies let people know that their programs are not intended for, and might be harmful to, the very young? What do they know that the medical and scientific communities do not?

It is for this reason that TV-Turnoff Network requests that all producers of programming, makers of games and learning tools that use a screen for their distribution, voluntarily begin, immediately, to post warnings similar to other television and film ratings. This should be done before a program goes on the air, and periodically throughout the show and after each and every commercial (if it is on a commercial channel).

The labels should also be extended to all screen products sold in stores, online, through catalogues or in any other fashion. The products should be clearly marked as "Inappropriate for children under three years of age." There should be no ambiguity.

If industry is unwilling to take this on voluntarily, then the FCC and Congress should make the warnings mandatory. It is our belief at TV-Turnoff Network that these companies mean well and have only the best of intentions. We hope they will take on this responsibility of empowering parents to make the right decisions for their children. We look forward to working with them in this effort, and we call for action to be taken now.