In the wake of the Ash Wednesday school shooting in Florida, the Parents Television Council (PTC) is calling upon corporations to do more than just re-evaluate their affiliations with the National Rifle Association. They must also stop spending their advertising dollars on violent television shows.

“In recent days, news outlets have reported that a number of corporations are severing ties with the NRA following the tragic events in Parkland, Florida. We call on those same corporations, and indeed we call on all corporate advertisers, to ensure their media dollars are not underwriting bloody gun violence on television. Corporations that eschew gun violence must not be hypocrites by sponsoring simulations of gun violence on television, especially during the hours when children are likely to be in the viewing audience,” said PTC President Tim Winter.

The PTC’s latest research found that TV violence, and gun violence in particular, has been increasing on primetime television in shows marketed as appropriate for children. During the November 2017 “sweeps” period of primetime broadcast, almost 61 percent (175 out of the 287 episodes examined) contained violence. Another 39 percent (112 episodes) contained violence and guns.

“On a nightly basis, the publicly-owned airwaves are a toxic environment awash with depictions of violence and gun violence. Despite the spate of tragic events in recent years, violence and gun violence on prime time broadcast television have actually increased proportionally since the horrific shootings at Newtown five years ago,” Winters continued.

Corporations and their deep pockets can be a powerful force in getting these shows off the air.

“Advertising dollars are the make or break element of any broadcast TV show. The companies that have changed their minds about being publicly affiliated with the NRA must also consider where their advertising dollars are spent in order to fully tackle the issue of societal gun violence,” Winters says.

The PTC has also called upon the TV Parental Guidelines Monitoring Board, which is the governing body for TV content ratings, to make the rating system more accurate, consistent, transparent and publicly accountable. Unfortunately, their calls have fallen upon deaf ears.

This is because the same people who control the rating system “game” it to their advantage.

“When TV content ratings are determined by each respective network, and the system’s oversight is administered entirely by the same people who assign inaccurate content ratings to begin with, it is impossible for the system to protect children as it was intended. The TV content ratings system needs to be overhauled so it truly serves the needs of parents and families, and not to provide cover for the industry,” Winters explained.

“Vital reforms to protect kids from the toxic culture of media violence are urgently needed. In the meantime, we urge the entertainment industry to reduce – even eliminate – portrayals of graphic violence, and specifically, gun violence,” he said.

But in the meantime, advertisers need to confront media violence head on and cease their financial support for violent programming that is marketed as safe for children.

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