New York Times on the Web
Republished with permission

September 12, 2000-- The entertainment industry is targeting younger and younger viewers, especially for restricted and violent fare, according to the U.S. Federal Trade Commission (FTC). At a news conference held on September 11 in Washington, FTC chairman Robert Pitofsky expressed concern for the increased exposure of young people to violent media. As an example, Pitofsky cited one R-rated movie and its studio's desire "to find the elusive teen market and make sure everyone between the ages of 12-18 was exposed to the film."

Concerned that marketing of violent entertainment is now targeted specifically to children in the 12-18 age bracket, the Commission studied a selection of movies, music recordings and video games deemed popular with children. The FTC found that in each of the three segments of the entertainment industry, over 50 per cent of samples explicitly marketed violent entertainment to children. For example, all 55 music recordings with labels indicating explicit content were aimed at children under the age of 17.

Pitofsky was quick to explain that the Commission's findings are not meant to place the blame for violent acts by teens on the entertainment industry. He emphasized that "exposure to violent materials probably is not even the most important factor [in causing a child to commit a violent act]. It is nevertheless a valid cause for concern."

The FTC maintains that the ideal remedy for the increase in violent media is self-regulation by the industry. However, Pitofsky stated that government regulation may be necessary in the future.

The study was conducted following a request from U.S. President Bill Clinton to investigate the causes of media violence after the shooting at Columbine High School in April 1999.