Safe “D” Zone-Creating a Healthy Digital Media Environment for Children

Panel from Digital Television: Sharpening the Focus on Children Briefing

OBJECTIVE: As television transitions from analog to digital, questions arise about the potential dangers digital television may present to young consumers. How will advertising be directed to children in an interactive television environment? What kinds of protections are needed to create a healthy digital media environment for children?

This panel will explore the interactive capabilities of digital TV and the unique effects that interactive advertisements can have on children. Participants will discuss the capability of marketers to collect personal information from young viewers and ways in which to protect their privacy. The panel also will explore how digital TV technology can be used to provide parents with instant access to TV ratings and content descriptions for individual shows, enabling them to make informed choices about their children’s media consumption.

STRUCTURE: After a brief introduction of panelists, the moderator will ask one broad opening question of all panelists, which will provide an opportunity for quick opening statements. The moderator will then ask specific questions to individual panelists after which the discussion can open up to allow other panelists to join in or respond. Forty-five minutes of panel discussion will be followed by 20 minutes of audience Q&A.

PANELISTS: Moderator: Ray Suarez, The Newshour with Jim Lehrer

Jeff Chester, President, Center for Digital Democracy

Dan Jaffe, Executive Vice President, Government Relations, Association of National Advertisers

Terry Fortune, Senior Vice President, MEE Productions

Dale Kunkel, Professor, University of California Santa Barbara

Tony Podesta, Podesta Mattoon

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