Networks Are Attempting to Sort Out New Ratings

Network executives say it will take months to determine how well the new TV ratings system is working, including such issues as sorting out inconsistencies among the networks and whether a G rating might actually chase away younger viewers.

The unprecedented content ratings for television began to appear on the networks and some cable channels Jan. 1. Designations are patterned after the movie ratings, with the networks self-labeling programs along a continuum of TV-G, TV-PG, TV-14 (strongly recommending guidance for kids under 14) and TV-M (mature). Two additional categories, TV-Y and TV-Y7, were created for children’s shows.

During sessions with TV reporters Sunday and Monday, executives at CBS and the UPN and WB networks insisted that those critical of the guidelines must give the process time to work out its kinks.

“I think it’s important for everybody to realize that this is a first step,” said CBS Entertainment President Leslie Moonves.

Although critics have pressed for more specific ratings information--providing levels of sexual content, violence and language in each show, as pay services HBO and Showtime do--Moonves said, “We feel we are giving parents sufficient information so they can judge for themselves.”

For the ratings to have any meaning, they must be consistent from network to network, said WB chief executive Jamie Kellner, noting that such decisions are subjective and thus not immediately obvious based on the guidelines.

“When they say ‘some sexual content,’ what does that mean?” he said, adding that over the next three to six months, “It’ll become pretty obvious who’s pushing the envelope and who’s not.”

Kellner himself was asked about the distinction between WB’s prime-time serial “Savannah” getting a TV-PG rating and another Aaron Spelling soap, Fox’s “Melrose Place,” getting the more restrictive TV-14 on many episodes. Kellner said that “Savannah” would receive the stronger rating if an episode merits it.

WB, which touts its scheduling of family-friendly shows from 8 to 9 p.m., expressed concern over ratings leading to an unintended “negative backlash” with younger viewers.

“I have a fear that when you put a G rating in front of a TV show, a lot of teen viewers may not watch it, because they think it’s for the little kids and not for them,” Kellner said, citing surveys that show the reluctance of teenagers to attend G-rated movies. If a G rating hurt viewership, the ratings would actually make it harder for wholesome, family shows to survive.

Still, Moonves indicated that there have been few qualms expressed about such a backlash around CBS. “I’ve had a lot of discussions with our producers and they don’t mind having a G rating,” he said, referring to such shows as “Cosby” and “Touched by an Angel.”

Network officials maintained that the ratings won’t affect development of new shows, a process currently underway for next season. Some producers have suggested that programs such as “NYPD Blue,” which press existing content boundaries, will have a hard time getting made in the current political climate.

Network representatives did make clear that they’re embracing the ratings system with little enthusiasm and believe its origins reside in election-year politics, not grass-roots pressure from viewers.