McCain Warns TV Industry of Ratings Legislation

WASHINGTON — Sen. John McCain (R-Ariz.) warned the television industry Tuesday that, if it does not announce satisfactory voluntary changes in its current program-rating guidelines by early next week, he will push for Senate action on measures that could require a content-based system.

“We need closure on this issue,” McCain, chairman of the Senate Commerce Committee, said after meeting with representatives from the four major broadcast networks. “I’m very optimistic that there will be an agreement on [changes] that will satisfy the [children’s advocacy] organizations. But if there is not, the Senate would like to act.”

“The message to the broadcasters is, ‘Time is up,’ added Rep. Edward J. Markey (D-Mass.), who has been meeting with children’s advocacy groups as part of an effort to pressure the networks to change their ratings system.

The comments by McCain and Markey came as television industry executives met here with members of the National Parent-Teacher Assn. and other groups pushing for a rating system that gives more information about program content than the age-based categories that began airing in January. The threat of possible legislation adds to pressure on the networks to add symbols designating sex, violence and profane language--the content-based approach.

Both sides in the talks said that they are close to agreement on adding S, V and L symbols--and possibly D, for suggestive dialogue--to the existing categories, which are G (suitable for general audiences), PG (parental guidance suggested), TV-14 (unsuitable for those under 14) and TV-MA (for mature audiences). Sticking points are the addition of such symbols to children’s cartoons--a move opposed by television executives--and the redefinition of PG programming that would result in more shows getting a TV-14 rating.

The Commerce Committee already has approved a bill sponsored by Sen. Ernest F. Hollings (D-S.C.) that would require the networks to adopt content-based ratings or restrict violent shows to late-night hours. McCain said that he will clear the way for a Senate vote on that bill if an agreement is not reached by early next week.

He said that he also will schedule a Commerce Committee vote on a bill sponsored by Sen. Dan Coates (R-Ind.) that would link approval of the networks’ licenses for additional digital-TV channels, worth billions of dollars, to providing content-based ratings.

Industry executives emphasized Tuesday that there remains one key issue on the table before a deal on ratings changes can be made--getting McCain and others in Congress to guarantee a moratorium for several years on legislation relating to television content and ratings if the current guidelines are altered.

McCain has yet to provide such an assurance.

“The networks are understandably nervous on this issue,” he said, indicating that he could agree to a moratorium on bills targeting the rating system, but not one involving content issues. “I view ratings legislation as one issue, and [bills] about TV content as another,” he said.

On another front in the ongoing controversy, the networks may get a temporary reprieve from a Federal Communications Commission hearing on the ratings system.

The FCC--which must approve the industry’s voluntary system--had scheduled a hearing for Friday. But McCain said Tuesday that he was sending a letter to the FCC asking that the hearing be postponed while the current negotiations continue, a move that network executives privately welcomed.

FCC sources said that a postponement is likely.