CEMA Takes Leading Role In Educating Public OnV-Chip Technology

Anticipating the need for a greater understanding of V-Chip technology among parents and the general public, the Consumer Electronics Manufacturers Association (CEMA) has announced a nationwide consumer education campaign in support of the V-Chip. The campaign is being launched as the July 1st deadline set by the Federal Communications Commission (FCC) approaches mandating that manufacturers have 50 percent of their TV models (13 inches and larger) with V-Chip circuitry ready for market. ""We are proud to take a leading role in educating consumers about this new technology,"" said CEMA President Gary Shapiro. ""With this campaign, we hope to compliment the tremendous efforts of the FCC and, specifically, Commissioner Gloria Tristani in giving parents tools and resources to help them shape the lives of children.""According to FCC guidelines, all television sets 13-inches and larger must incorporate V-Chip circuitry by January 1, 2000. CEMA reports that television set manufacturers are on schedule to meet both the July 1 and January 1 deadlines.""We are pleased to report that television manufacturers are stepping forward to meet and exceed their obligations under the law,"" said Shapiro. ""Each of the major set manufacturers are on target to deliver V-Chip equipped sets to consumers.""CEMAís campaign includes an aggressive media outreach program to reach the public and a complementary program for retail outlets. As part of the program, CEMA is creating a logo and sticker retailers can use to identify the V-Chip equipped sets in their stores. The materials will be made available on a fulfillment basis. CEMA will release more information soon for retailers interested in obtaining the stickers. The campaign is aimed at educating consumers in three key areas: the availability and affordability of V-Chip devices; the functions and features of V-Chip products; and the ""how PTOís"" for buying and using V-Chip products. Shapiro warned that the V-Chip should not be viewed as a ""cure-all."" ""While we are pleased to offer and promote this technology, industry efforts and government mandates on the consumer electronics industry, are not a substitute for good parenting,"" Shapiro added. ""Parenting experts agree that the V-Chip is just one tool to help parents monitor their childrenís television viewing habits.""