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Children and movie promotion on television: unwanted and inescapable content

ABSTRACT Analysis of the compatibility timing and content of 1 045 prime-time promotions (promos) for 194 United States of America (US) network movies carried on five broadcast and four cable/satellite television channels demonstrated that children may be exposed to inappropriate content in promotional messages even inside parentally approved programming. The three conditions contributing to unavoidability were the placement of promos for television parental guidance (TV–PG) and television age restriction of 14 (TV–14) movies in programmes intended for family viewing, the early evening scheduling of a large proportion of movie promos on broadcast as well as cable/satellite channels, and the large proportion of movie promos containing violent and sexual content. Not only do promos attract attention with the most startling and shocking parts of movies, they also gain impact from their repetition, their appearance without warning within other programmes, and their invulnerability to parental controls – attributes that should be considered by policy makers, the television industry, and concerned citizens worldwide.