regulations on children's television programming in the United States

Concern over the impact that television had on children began when it was still a new entertainment medium.{{cite news

|url=https://www.newspapers.com/article/star-tribune-opinion-of-tvs/121455603/

|title=Opinion of TVs

|newspaper=Star Tribune

|date=March 19, 1950

|page=52

|access-date=June 23, 2024}} During the 1950s, many individuals, particularly parents, asked their legislators to do something about the potential effects of television viewing on young people. Academic research was initiated since this time to monitor, analyze and explain the relationships between television and children,{{cite news

|url=https://www.newspapers.com/article/delaware-county-daily-times-stereotypes/17381384/

|title=NBC Undertakes Searching Study of Children's Shows

|newspaper=Delaware County Daily Times

|date=August 25, 1955

|page=74

|access-date=June 23, 2024}} although the impact of television on academic performance continues to be debated in scholarly research. The first attempt to address these concerns were during Congressional hearings in 1952 that addressed violence. Besides Congress, there were government commissions that also pursued this agenda. Included in these discussions were the Federal Communications Commission (FCC), the Federal Trade Commission, and advocacy groups formed by concerned citizens. The FCC intended to change a number of policies regarding children's programming.{{ERIC|ED303136}}

Research demonstrated that young children had difficulty distinguishing between the program they were watching, and commercials broadcast during them. Most children had little or no understanding of the persuasive intent of commercials, and as such, were highly vulnerable to claims and appeals by advertisers.{{cite journal|title=Young Minds and Marketplace Values: Issues in Children's Television Advertising|author=Dale Kunkal|author2=Donald Roberts|journal=Social Issues|volume=47|issue=1|pages=57–72|date=April 14, 2010|doi=10.1111/j.1540-4560.1991.tb01811.x}} Advertisers, especially those related to junk food, were interested in youth as consumers because of their spending power through their parents, their influence, and their brand awareness as adult consumers in the future.{{cite journal|title=Food Advertising and Marketing Directed at Children and Adolescents in the US|author=Simone French|author2=Mary Story|journal=International Journal of Behavioral Nutrition and Physical Activity|volume=1|issue=3|pages=3|doi=10.1186/1479-5868-1-3|date=February 2004|pmid=15171786|pmc=416565 |doi-access=free }}{{cite journal|title=Advertised Foods on Children's Television|author=Howard L. Taras|journal=Archives of Pediatrics and Adolescent Medicine|volume=149|issue=6|pages=649–652|year=1995|doi=10.1001/archpedi.1995.02170190059010|pmid=7767420}}

Newton Minow was one of the first federal officials to speak of the need for regulation of children's programming, openly denouncing cartoons as being unfit for the airwaves in his 1961 landmark speech "Television and the Public Interest". He did not take any direct action because he believed that improvements could be made without force and could be resolved by increasing competition through UHF television and expanding non-commercial educational options.Newton N. Minow, "[https://www.americanrhetoric.com/speeches/newtonminow.htm Television and the Public Interest] {{Webarchive|url=https://web.archive.org/web/20190708020357/https://www.americanrhetoric.com/speeches/newtonminow.htm |date=July 8, 2019 }}", address to the National Association of Broadcasters, Washington, D.C., May 9, 1961.

File:Peggy Charren in 1987.jpg was a well-known advocate for the broadcast of children's educational programming on American television.]]

In 1968, activist Peggy Charren established Action for Children's Television (ACT)—a lobbying group that campaigned for high-quality children's programming to be broadcast by television stations.{{cite news

|url=https://www.newspapers.com/article/chicago-tribune/104333266/

|title=Putting kids' TV into proper channels, part two

|newspaper=Chicago Tribune

|date=March 14, 1983

|page=28

|access-date=June 23, 2024}} ACT believed that the broadcasting of educational programming was part of broadcasters' obligations to serve the public interest, as required by their broadcast license.{{cite book |last1=Hollis |first1=Tim |title=Hi there, boys and girls! : America's local children's TV shows |date=2001 |publisher=University Press of Mississippi |isbn=1578063965 |location=Jackson |page=20}}{{Cite news |last=Lowry |first=Brian |date=January 23, 2015 |title=How Peggy Charren Outflanked the Children's TV Establishment |language=en-US |work=Variety |url=https://variety.com/2015/tv/columns/how-peggy-charren-outflanked-the-childrens-tv-establishment-1201412528/ |access-date=July 15, 2018}}{{cite news

|url=https://www.newspapers.com/article/chicago-tribune/104333251/

|title=Putting kids' TV into proper channels, part one

|newspaper=Chicago Tribune

|date=March 14, 1983

|page=25

|access-date=June 23, 2024}} In the early 1970s, ACT successfully pressured the major networks to remove "violent" superhero cartoons from their children's programming,{{Cite news |last=Gent |first=George |date=January 13, 1972 |title=Networks Say They Eliminated Most Violent Children's Shows |language=en-US |work=The New York Times |url=https://www.nytimes.com/1972/01/13/archives/networks-say-they-eliminated-most-violent-childrens-shows.html |access-date=August 24, 2022 |issn=0362-4331}} and in 1971, first proposed restrictions on airing any advertising during children's programs.{{Cite news |last=Gent |first=George |date=December 16, 1971 |title=Group Bids F.C.C. End Ads on Children's TV |language=en-US |work=The New York Times |url=https://www.nytimes.com/1971/12/16/archives/group-bids-fcc-end-ads-on-childrens-tv.html |access-date=January 9, 2021 |issn=0362-4331}}

File:Fred Rogers testifies before the Senate Subcommittee on Communications, 1969.ogv testified before the Senate Subcommittee on Communications, chaired by John Pastore, on May 1, 1969.]]

In 1969, television host Fred Rogers testified before the U.S. Senate Subcommittee on Communications during hearings over proposed funding cuts to public broadcasting. At a time when President Richard Nixon sought to reduce funding from $20 million to $10 million, Rogers advocated for the educational and emotional value of non-commercial children's television.{{cite news |last=Frank |first=Steve |title=Mr. Rogers offers timeless defense of PBS funding…in 1969 |url=http://www.msnbc.com/the-ed-show/mr |access-date=November 13, 2019 |work=MSNBC.com |date=September 6, 2013 |archive-date=November 13, 2019 |archive-url=https://web.archive.org/web/20191113183811/http://www.msnbc.com/the-ed-show/mr |url-status=live }} His testimony was widely broadcast, and has been described as one of the most powerful congressional presentations.King, p. 176. According to media scholars, it contributed to the successful effort to secure increased funding for the Public Broadcasting Service (PBS), which rose to $22 million.King, p. 172. Rogers' appearance highlighted growing federal interest in supporting children's educational programming through public media infrastructure.

In the early-1980s, ACT criticized the major networks for their decreasing commitments to educational programming, citing the cancellations of ABC's Animals, Animals, Animals and CBS's children's news magazine 30 Minutes as examples. It also criticized the networks for airing cartoons that they considered to be promotional vehicles for associated toylines rather than bona fide entertainment, such as He-Man and the Masters of the Universe, My Little Pony, and The Transformers.{{Cite news|url=https://www.newspapers.com/article/fort-worth-star-telegram-30-minute-comme/172307208/|date=June 7, 1987|first=Jeff|last=Guinn|pages=5:1, [https://www.newspapers.com/article/fort-worth-star-telegram/80956797/ 10]|title=Violence and mindlessness are longtime worries about kids TV fare. But a new and growing concern is the tie-in between cartoons and toys, which some say turns children's programming into little more than ... 30-Minute Commercials|newspaper=Fort Worth Star-Telegram|via=Newspapers.com|access-date=May 13, 2025}}

In 1982, Reagan administration FCC chairman Mark S. Fowler lamented upon CBS's decision to move its long-running children's series Captain Kangaroo from its historic weekday morning timeslot, to weekends, in order to accommodate an expanded morning newscast.{{Cite news |last=Holsendolph |first=Ernest |date=July 25, 1982 |title=Are children no longer in the programming picture? |url=https://www.nytimes.com/1982/07/25/arts/are-children-no-longer-in-the-programming-picture.html |archive-url=https://archive.today/20250421205255/https://www.nytimes.com/1982/07/25/arts/are-children-no-longer-in-the-programming-picture.html |archive-date=April 21, 2025 |access-date=July 15, 2018 |work=The New York Times |language=en}} CBS had already shortened the program from a full hour to 30 minutes in 1981 for the same reason.{{Cite web |date=January 24, 2004 |title=TV's Captain Kangaroo, Bob Keeshan, dies at 76 |url=https://www.baltimoresun.com/2004/01/24/tvs-captain-kangaroo-bob-keeshan-dies-at-76/ |access-date=April 21, 2025 |website=Baltimore Sun |language=en-US}}{{Cite news |last=O'Connor |first=John J. |date=March 18, 1982 |title=TV: NEW LOOK FOR A LONGER 'CBS MORNING NEWS' |url=https://www.nytimes.com/1982/03/18/arts/tv-new-look-for-a-longer-cbs-morning-news.html |access-date=April 21, 2025 |work=The New York Times |language=en-US |issn=0362-4331}} At the time, the big three networks scheduled the majority of their children's programming—including cartoons—during their Saturday morning lineups. They also aired occasional "after school specials"—anthologies of television films focusing on issues affecting youth—in late-afternoon timeslots. Captain Kangaroo had to compete not only with news-based morning shows such as ABC's Good Morning America and NBC's Today, but local and syndicated offerings also targeting children.

Fowler was against mandating the broadcast of educational programming by commercial stations, arguing that it was within their First Amendment rights to choose the programming they wish to broadcast, and adding that "it's too bad Captain Kangaroo is gone, but the Government should not be issuing directives about what should be on the air." Instead, he proposed that commercial broadcasters be required to make annual contributions to a development fund for educational programming on public television.

His proposal faced criticism from the major networks: ABC's president of children's programming Squire D. Rushnell argued that commercial broadcasters were doing a better job at serving children than public broadcasters, while NBC vice president Betty Hudson criticized the proposal as a "tax" on commercial broadcasting. Captain Kangaroo creator and host Bob Keeshan disagreed, arguing that children were "just too important to be left to the networks and their profit motives." Citing the recent New York v. Ferber decision, he told The New York Times that "despite the guarantee of free speech, our children are so precious that the free speech of the [child] pornographer had to give way to allow us to protect children from exploitation."

{{Infobox U.S. legislation

| shorttitle = Children's Television Act

| othershorttitles = Children's Television Act of 1990

| longtitle = An act to require the Federal Communications Commission to reinstate restrictions on advertising during children's television, to enforce the obligation of broadcasters to meet the educational and informational needs of the child audience, and for other purposes.

| colloquialacronym =

| nickname =

| enacted by = 101st

| effective date =

| public law url =

| cite public law = {{uspl|101|437}}

| cite statutes at large =

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| leghisturl =

| introducedin = House

| introducedbill = H.R. 1677

| introducedby = John Bryant (D-TX)

| introduceddate = April 5, 1989

| committees =

| passedbody1 = House

| passeddate1 = July 23, 1989

| passedvote1 = Voice vote

| passedbody2 = Senate

| passedas2 =

| passeddate2 = September 24, 1990

| passedvote2 = Voice vote

| conferencedate =

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| passeddate3 =

| passedvote3 =

| agreedbody3 = House

| agreeddate3 = October 1, 1990

| agreedvote3 = Voice vote

| agreedbody4 =

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| signedpresident =

| signeddate =

| unsignedpresident = George H. W. Bush

| unsigneddate = October 17, 1990

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| amendments =

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}}

In October 1990, President George H. W. Bush signed the Children's Television Act (CTA), an Act of Congress ordering the FCC to implement regulations surrounding programming that serves the "educational and informational" (E/I) needs of children, as well as the amount of advertising broadcast during television programs aimed towards children. This included that a station's commitment to airing and supporting educational children's programming had to become a factor in license renewals, and that limits had to be imposed on the amount of advertising that can be aired during television programs targeting children.{{Cite web |last=Rep. Bryant |first=John W. |date=October 17, 1990 |title=H.R.1677 - 101st Congress (1989-1990): Children's Television Act of 1990 |url=https://www.congress.gov/bill/101st-congress/house-bill/1677 |access-date=April 26, 2025 |website=Congress.gov}}

The CTA also called for the Secretary of Education to establish an endowment "for the purpose of creating and producing television programming specifically directed toward the development in children of fundamental intellectual skills". The fund received an initial allocation of $6 million over two years, with $2 million for fiscal year 1991 and $4 million for 1992. Programs that received funding from the endowment were required to premiere on public television. They could then be syndicated to commercial stations, provided that they were broadcast without advertising.{{Cite news |last=Walsh |first=Mark |date=December 12, 1990 |title=Funding for Children's TV Endowment Called Paltry |url=https://www.edweek.org/education/funding-for-childrens-tv-endowment-called-paltry/1990/12 |access-date=April 26, 2025 |work=Education Week |language=en |issn=0277-4232}}

The FCC implemented the CTA via new regulations that came into effect on October 1, 1991. Television stations and cable providers were required to maintain and publish summaries of the children's educational programming that they broadcast, defined as "programming that furthers the positive development of children 16 years of age and under in any respect, including the child's intellectual/cognitive or social/emotional needs".{{Cite web |title=Policies and Rules Concerning Children's Television Programming, MM Docket No. 93-48 |url=https://transition.fcc.gov/Bureaus/Mass_Media/Orders/1996/fcc96335.htm |access-date=July 13, 2018 |publisher=FCC}}

Commercial time during children's programming was capped at 12 minutes per hour on weekdays and 10.5 on weekends. The broadcasting of commercials for products associated with the program currently airing ("program-length commercials"), or otherwise containing talent or identifiable characteristics from the program ("host-selling") was prohibited.{{Cite journal |last=Rostron |first=Allen |date=1996 |title=Return to Hot Wheels: The FCC, Program-Length Commercials, and the Children's Television Act of 1990 |journal=Hastings Communications and Entertainment Law Journal |language=en |location=Rochester, NY |volume=19 |pages=57–86 |ssrn=1000194}} The prohibition of "host-selling" was intended to prevent children's programs that were tie-ins with toy franchises (such as, for example, G.I. Joe) from airing ads for the toys themselves during their associated programs.{{Cite news |last=Andrews |first=Edmund L. |date=April 10, 1991 |title=F.C.C. Adopts Limits on TV Ads Aimed at Children |url=https://www.nytimes.com/1991/04/10/business/the-media-business-fcc-adopts-limits-on-tv-ads-aimed-at-children.html |access-date=July 13, 2018 |work=The New York Times |department=The Media Business |language=en |archive-date=October 19, 2011 |archive-url=https://web.archive.org/web/20111019225935/http://www.nytimes.com/1991/04/10/business/the-media-business-fcc-adopts-limits-on-tv-ads-aimed-at-children.html |url-status=live }} When airing children's programming, broadcasters were also encouraged to establish a clear separation between the program and advertising content so that younger viewers were able to distinguish between them.{{cite journal|last=Hayes|first=Diane|date=March 1994|title=The Children's Hour Revisited: The Children's Television Act of 1990|volume=46|issue=2|journal=Federal Communications Law Journal|url=https://www.repository.law.indiana.edu/fclj/vol46/iss2/5/|pages=293–328}}

The CTA was passed despite objections by the Bush administration, who believed that requiring the broadcast of educational programming by all television stations was a violation of their rights to free speech. The restriction on "program-length commercials" was also considered to be too narrow; critics (such as Charren) had demanded that it apply to any program targeted towards children that was primarily designed to promote products associated with them, rather than only applying if advertising for said products were broadcast during the program. PBS programming chief Jennifer Lawson believed that the endowment would "provide leadership, focus, and direction for children's educational television", but that the amount of money allocated for it "doesn't go a long way". Keeshan was critical of the requirement that commercial stations not carry advertising during programs funded by the endowment, and suggested that part of the funding allotment could be used to fund the publication of parents' guides for children's television.

The 1990 regulations were considered ineffective; many stations failed to keep the required records or had any method for accurate recording. More than 25% of television stations in the U.S. failed to record the time, date, or length of programming considered to be educational in content. The FCC did little to regulate these logs up until 1993, but later on, came up with certain rules and regulations such as the safe harbor provision in order to regulate content for younger audiences.{{cite journal |last1=Calvert |first1=Sandra |last2=Kotler |first2=Jennifer |year=2003 |title=The Children's Television Act: Can media policy make a difference? |url=http://cdmc.georgetown.edu/wp-content/uploads/2015/03/Calvert-Kotler-2003-CTA-Media-Policy.pdf |journal=Journal of Applied Developmental Psychology |volume=24 |issue=3 |pages=375–380 |doi=10.1016/S0193-3973(03)00066-2}} Educational programs were often scheduled in off-peak time slots when children were unlikely to be watching (such as the early-morning or late-night hours), or in weekend afternoon time slots subject to preemption.

Stations most often relied on programs classified as promoting social/emotional development, to the point that some stations declared general-interest programs not specifically designed to be educational—such as The Flintstones, G.I. Joe, Hard Copy, The Jetsons, Leave It to Beaver, and The Phil Donahue Show—as being educational programs, based on their discussion of social and/or moral issues.{{Cite news |last=Andrews |first=Edmund L. |date=March 4, 1993 |title='Flintstones' and Programs Like It Aren't Educational, F.C.C. Says |url=https://www.nytimes.com/1993/03/04/us/flintstones-and-programs-like-it-aren-t-educational-fcc-says.html |access-date=March 27, 2022 |work=The New York Times |language=en-US |issn=0362-4331}}{{cite news|url=https://query.nytimes.com/gst/fullpage.html?res=9F0CE1DC133CF93BA35750C0A965958260|title=Review/Television; For Young Audiences, Reality in the Afternoon|last=O'Connor|first=John J.|date=March 8, 1993|newspaper=The New York Times|access-date=May 1, 2010}} At least one station claimed that the Christmas special Santa Claus Is Comin' to Town was educational, based on its discussions of "mysteries, myths, and questions surrounding the legend of Santa Claus".

File:ReedHundtAtTechPolicyForum.jpg in 2008]]

In 1995, then-FCC commissioner Reed Hundt began campaigning for stricter children's educational programming regulations, arguing that broadcasters were not displaying a sufficient commitment to the 1990 regulations. His proposal included that stations be required to air a minimum of three hours of children's educational programming per-week. Jeff Bingaman issued a letter of support for the proposal, signed by 24 Democratic senators and one Republican.{{Cite news|url=https://variety.com/1995/tv/features/nab-fcc-square-off-over-kidvid-99129007/|title=NAB, FCC square off over kidvid|last=Wharton|first=Dennis|date=October 30, 1995|work=Variety|access-date=July 13, 2018|language=en-US|archive-date=July 15, 2018|archive-url=https://web.archive.org/web/20180715064429/https://variety.com/1995/tv/features/nab-fcc-square-off-over-kidvid-99129007/|url-status=live}}

Fox Kids president Margaret Loesch disagreed with Hundt's belief that broadcasters were not following the rules, stating that most Fox affiliates already aired an average of four hours of children's educational programming per-week. Edward O. Fritts, president of the National Association of Broadcasters, accused Hundt of being "obsessed" with the proposed quota. In regards to reports that Hundt was struggling to receive FCC majority support for the proposal and was repeatedly "stalling" a final vote, Fritts stated that Hundt was that "acting like a regulatory referee wanting to push the game into overtime even though the final score is lopsided.", and that he "made up his mind long ago that broadcasters were to be castigated on children's TV, without reservation, and despite overwhelming evidence to the contrary."

Following a push for support from Congress and the Clinton administration, the FCC adopted the Children's Programming Report and Order in August 1996. The new regulations were intended to provide clearer regulatory obligations for television stations, and promote public awareness of educational programming offered by television stations. The order and regulations defined core educational programming: a regularly-scheduled program, of at least 30 minutes in length, that is "specifically designed" to meet the educational and informative needs of children 16 years old and younger. The FCC ordered that by September 1997, all commercial television stations must broadcast at least three hours of core educational programming per-week, regularly scheduled between the hours of 7:00 a.m. and 10:00 p.m. Beginning January 2, 1997, television stations were required to use the branding "E/I" to promote these programs on-air and in programming information supplied to TV listings providers.

Commercial stations are also required to compile, publish, and publicize a quarterly Children's Television Programming Report in their public file, detailing the children's educational programming aired during the past quarter, what programs it plans to air during the next, and providing a point of contact for viewer inquiries about the educational programs aired by a station. As they are not under the jurisdiction of the FCC, this regulation does not apply to cable channels.{{cite news|title=U.S. Mandates Educational TV for Children|url=https://www.nytimes.com/1996/08/09/us/us-mandates-educational-tv-for-children.html|author=Lawrie Mifflin|newspaper=The New York Times|page=16|date=August 9, 1996|access-date=March 14, 2010|archive-date=February 18, 2015|archive-url=https://web.archive.org/web/20150218200822/http://www.nytimes.com/1996/08/09/us/us-mandates-educational-tv-for-children.html|url-status=live}}{{cite news|title=Quality Television for Children|url=https://www.nytimes.com/1996/08/16/opinion/quality-television-for-children.html?pagewanted=1|newspaper=The New York Times|department=Opinion|page=32|date=August 16, 1996|access-date=March 14, 2010}}{{Cite news|url=https://www.nytimes.com/1996/04/02/us/fcc-urged-to-strengthen-children-s-tv.html|title=F.C.C. Urged To Strengthen Children's TV|last=Mifflin|first=Lawrie|date=April 2, 1996|work=New York Times|access-date=July 13, 2018|language=en}}

While non-commercial educational stations are also required to comply with the regulations, they are not subject to its monitoring and reporting rules.{{Cite web |first=Adam |last=Jacobson |date=January 29, 2018 |url=https://www.rbr.com/should-the-fcc-retire-the-kid-vid-requirements/ |title=Should The FCC Retire The 'Kid Vid' Requirements? |website=Radio & Television Business Report |language=en-US |access-date=July 14, 2018 |archive-date=July 15, 2018 |archive-url=https://web.archive.org/web/20180715093647/https://www.rbr.com/should-the-fcc-retire-the-kid-vid-requirements/ |url-status=live }}

File:PBS e-i bug2.svg

In November 2004, the FCC announced revisions to the regulations to account for the then-upcoming digital television transition. An additional half-hour of E/I programming must be broadcast for every increment of 28 hours of additional free video programming the station offers via digital subchannels. The regulations also stipulate that an "E/I" logo must be displayed on-screen throughout such a program, that a regularly-scheduled E/I program may only be rescheduled 10% of the time, and that if rescheduled or moved to a different multicast channel, the station must announce the new scheduling on-air.{{cite web|last=Lasar|first=Matthew|date=March 30, 2008|title=FCC fends off 'fleeting Pokemon' waffle attack|url=https://arstechnica.com/news.ars/post/20080330-fcc-fends-off-fleeting-pokemon-attack.html|access-date=July 14, 2018|work=Ars Technica}} The logo requirement took affect in August 2005, following approval of the Office of Management and Budget.

The FCC also instituted new rules for promoting websites during programs targeting children 12 and younger: they must offer "a substantial amount of bona fide program-related or other noncommercial content", and not contain any commercial or e-commerce content. Pages containing imagery of characters from the program must also be "sufficiently separated" from commercial areas of the site. The rule would be enforceable by the FCC for broadcast TV, and the Federal Trade Commission (FTC) for cable.{{Cite web|last=Kaplan|first=David|date=October 21, 2004|title=FCC Fines Disney, Viacom: $1.5 Million In Children's TV Violations|url=https://www.mediapost.com/publications/article/19692/fcc-fines-disney-viacom-15-million-in-children.html|access-date=July 15, 2018|work=MediaPost Publications|language=en}}

The implementation of the advertising rules were deferred from February 2005 to January 2006, following concerns by broadcasters over the amount of time given to become compliant.{{Cite news|url=https://www.tvtechnology.com/expertise/fcc-postpones-url-rules-for-childrens-programming-till-next-yearhttps://www.tvtechnology.com/expertise/fcc-postpones-url-rules-for-childrens-programming-till-next-year|title=FCC postpones URL rules for children's programming till next year|date=February 4, 2005|archive-url=https://web.archive.org/web/20180715094522/https://www.tvtechnology.com/expertise/fcc-postpones-url-rules-for-childrens-programming-till-next-year|archive-date=July 15, 2018|work=TV Technology|access-date=July 14, 2018|language=en-us}}{{Cite news|first=John|last=Eggerton|date=August 4, 2005|url=https://www.nexttv.com/news/fccs-ei-bug-lands-109383|title=FCC's E/I Bug Lands|work=Broadcasting & Cable|access-date=July 14, 2018|language=en-us}} Disney, NBC Universal, and Viacom issued a joint filing to the FCC in September 2005 to urge against the "far-reaching, burdensome and expensive" advertising rules, with Disney also suing over the regulations as being a violation of freedom of speech.{{Cite news|first=Todd|last=Shields|date=October 10, 2005|url=https://www.adweek.com/brand-marketing/viacom-battles-fcc-childrens-ad-rules-81986/|title=Viacom Battles FCC Children's Ad Rules|work=Adweek|access-date=July 14, 2018|language=en-US}}{{Cite news|url=https://www.washingtonpost.com/wp-dyn/content/article/2005/10/05/AR2005100502118.html|title=Kids' Television Rules Face Challenge|last=Mohammed|first=Arshad|date=October 6, 2005|access-date=July 14, 2018|language=en-US|issn=0190-8286|newspaper=Washington Post|archive-date=July 15, 2018|archive-url=https://web.archive.org/web/20180715064435/http://www.washingtonpost.com/wp-dyn/content/article/2005/10/05/AR2005100502118.html|url-status=live}}{{Cite news|url=https://www.tvtechnology.com/expertise/fcc-addresses-childrens-programming-obligations-of-digital-television-broadcasters|title=FCC addresses children's programming obligations of digital television broadcasters |date=September 21, 2004 |work=TV Technology |archive-url=https://web.archive.org/web/20180715093613/https://www.tvtechnology.com/expertise/fcc-addresses-childrens-programming-obligations-of-digital-television-broadcasters |archive-date=July 15, 2018 |access-date=July 14, 2018|language=en-us}}{{Cite news|url=https://www.latimes.com/archives/la-xpm-2005-oct-12-fi-kidvid12-story.html|title=Disney Sues to Block Programming Rules|last=Shiver|first=Jube Jr. |date=October 12, 2005|work=Los Angeles Times|access-date=July 14, 2018|language=en-US|issn=0458-3035}} On December 16, 2005, the FCC chose to delay the new regulation to March 6, 2006, in order to allow time for further discussion.{{Cite news|url=https://www.edweek.org/ew/articles/2006/01/11/18fcc.h25.html|title=FCC Rule Boosts Education on Digital TV|last=Trotter|first=Andrew|date=January 10, 2006|website= Education Week|language=en-US|access-date=July 14, 2018}} They were implemented in September 2006.

FCC commissioner Michael O'Rielly has considered the educational programming regulations to be outdated. Citing the wider variety of platforms available (including cable networks and digital platforms), he stated that "with today's dynamic media marketplace there are very little, if any, additional benefits provided by the Kid Vid rules". O'Rielly also argued that the "onerous" nature of the regulations were also making stations reluctant to air other, more viable programs on Saturday mornings, such as newscasts and sports.

In July 2018, the FCC issued proposals regarding changes to the rules, including removing the requirement that a program must be regularly scheduled and at least 30 minutes in length, providing the option for all of a station's E/I programming to air on a subchannel rather than the main signal, allowing stations to organize or sponsor "non-broadcast" initiatives in lieu of airing educational programming, and replacing the quarterly report with an annual report. O'Rielly felt that the 30-minute minimum length "killed off shorter, high-quality programs that were once popular and educational", and does not reflect current viewing habits.{{Cite news|url=https://variety.com/2018/politics/news/fcc-childrens-television-broadcasters-1202871448/|title=FCC Takes First Step Toward Easing Children's TV Mandates on Broadcasters|last=Johnson|first=Ted|date=July 12, 2018|work=Variety|access-date=July 13, 2018|language=en-US|archive-date=July 12, 2018|archive-url=https://web.archive.org/web/20180712201423/https://variety.com/2018/politics/news/fcc-childrens-television-broadcasters-1202871448/|url-status=live}}{{Cite web|url=https://www.cnet.com/news/fcc-starts-to-unwind-kid-vid-rules/|title=FCC starts process to revamp 'kid vid' rules|last=Reardon|first=Marguerite|date=July 12, 2018|website=CNET|language=en|access-date=February 26, 2019}}

A group in favor of maintaining the existing policies, which included the Benton Foundation, Campaign for a Commercial-Free Childhood, and Common Sense Kids Action, among others, issued a letter of opposition to the FCC. They disagreed with O'Rielly's assessment that non-broadcast platforms "provide significant educational programming for children", and argued that broadcast television was still widely viewed by children, and that not all families have access to non-broadcast media.{{Cite web|url=https://www.broadcastingcable.com/news/kidvid-advocates-to-fcc-rules-were-not-made-to-be-broken|title=KidVid Advocates to FCC: Rules Were Not Made to Be Broken|last=Eggerton|first=John|date=October 23, 2018|website=Broadcasting & Cable|language=en-us|access-date=June 18, 2019}}

On June 19, 2019, the FCC issued its proposed rule changes: while the basic minimum will remain intact, the earliest time allowed for E/I programming was moved up to 6:00 a.m. local time. Furthermore, a limited amount of public service announcements and short-form programming will be allowed to count as E/I, and stations will be allowed to schedule up to a third of the required programming on its digital subchannels. As a consequence of the latter aspect of the rule changes, the requirement to place E/I programming on every subchannel would be removed. Enforcement of the subchannel compliance with the E/I rules had resulted in incongruency of the required programming with the formats of many subchannels, particularly with the rise of niche multicast networks that rely on a specific genre of programming (e.g., classic television, movies, etc.) or focus on news, weather or sports (whether nationally distributed or locally originated) as few subchannel services target a general audience or children.{{Cite web|url=https://www.broadcastingcable.com/news/fcc-releases-modest-kids-tv-reforms-item|title=FCC Releases 'Modest' Kids TV Reforms Item|last=Eggerton|first=John|date=June 19, 2019|website=Broadcasting & Cable|language=en-us|access-date=June 26, 2019|archive-date=June 26, 2019|archive-url=https://web.archive.org/web/20190626141934/https://www.broadcastingcable.com/news/fcc-releases-modest-kids-tv-reforms-item|url-status=live}} The rules were officially approved on July 10,{{Cite web|url=https://deadline.com/2019/07/fcc-vote-to-ease-kid-vid-rules-draws-pushback-and-democrats-dissent-1202644411/|title=FCC's Vote To Ease "Kid Vid" Rules Draws Pushback And Democrats' Dissent|last=Hayes|first=Dade|date=July 10, 2019|website=Deadline|language=en|access-date=July 10, 2019|archive-date=July 10, 2019|archive-url=https://web.archive.org/web/20190710200448/https://deadline.com/2019/07/fcc-vote-to-ease-kid-vid-rules-draws-pushback-and-democrats-dissent-1202644411/|url-status=live}}{{Cite web|url=https://www.broadcastingcable.com/news/fcc-gives-broadcasters-more-kidvid-flexibility|title=FCC Gives Broadcasters More KidVid Flexibility|last=Eggerton|first=John|date=July 10, 2019|website=Broadcasting & Cable|language=en-us|access-date=July 10, 2019}} and went into effect on September 16.{{Cite web|url=https://www.broadcastlawblog.com/2019/08/articles/effective-date-of-most-of-the-changes-to-the-childrens-television-rules-september-16/|title=Effective Date of Most of the Changes to the Children's Television Rules - September 16|last=Oxenford|first=David|date=August 16, 2019|website=Broadcast Law Blog|language=en-US|access-date=August 16, 2019|archive-date=August 16, 2019|archive-url=https://web.archive.org/web/20190816200130/https://www.broadcastlawblog.com/2019/08/articles/effective-date-of-most-of-the-changes-to-the-childrens-television-rules-september-16/|url-status=live}}{{Cite web|url=https://www.rbr.com/heres-the-date-kidvid-rule-modernization-arrives/|title=Here's The Date KidVid Rule 'Modernization' Arrives|last= |date=August 16, 2019|website=Radio & Television Business Report|language=en-US|access-date=August 17, 2019}}

Following the initial implementation of the regulations, many television stations began to cut locally-produced children's programs due to budgetary concerns, and largely replaced them with educational programs acquired from the syndication market. Distributors such as Litton Entertainment benefited from the resulting demand.{{cite news|last1=Darlington|first1=Abigail|title=Setting the stage: Litton Entertainment to build network of film industry professionals in Charleston|url=http://www.postandcourier.com/article/20140720/PC05/140729994|access-date=March 8, 2016|work=The Post and Courier|date=July 20, 2014|archive-date=March 9, 2016|archive-url=https://web.archive.org/web/20160309033731/http://www.postandcourier.com/article/20140720/PC05/140729994|url-status=dead}}{{cite journal|title=Unintended Consequences|author=Andy Levinsky|journal=The Humanist|volume=59|issue=6|date=November–December 1999}}

The Annenberg Foundation found that the number of network television shows deemed to be "highly educational" from 1990 to 1998 fell from 43% to 29%. A research report from Georgetown University said that one issue contributing to this was that what constituted "educational television" programming was defined too broadly, as programming that was only academic or that covered pro-social issues, for example, counted towards station requirements. Another issue was that traditional ideas of what should be taught to children, such as the alphabet or number systems, were lost.

There was also a reported increase in the number of programs focusing on social issues. Writers for these programs wrote stories that often were not academically sound for young viewers, because they were not trained in writing for this audience. Some shows were an exception to this rule; The Magic School Bus combined effective writing and educational content for children, while Bill Nye the Science Guy leveraged host Bill Nye's experience in sketch comedy to entertain and inform the audience.{{Cite web |title=Bill Nye The Science Guy mixed science and comedy, with explosive results |url=https://www.avclub.com/bill-nye-the-science-guy-mixed-science-and-comedy-with-1798249467 |access-date=April 24, 2025 |website=AV Club |language=en-US}} Studies commissioned by its distributor KCTS-TV found that children who watched Bill Nye were more likely to say that they enjoy science.{{cite web |last=Rockman |display-authors=et al |title=A Study of Bill Nye the Science Guy Outreach and Image Executive Summary |url=http://depts.washington.edu/sthp/exhibits/show/billnye/item/274 |url-status=dead |archive-url=https://web.archive.org/web/20170611184828/http://depts.washington.edu/sthp/exhibits/show/billnye/item/274 |archive-date=June 11, 2017 |access-date=May 9, 2017 |work=Seattle Television History, University of Washington}}{{cite book |last1=Chotkowski LaFollette |first1=Marcel |title=Science on American Television: A History |date=2012 |publisher=University of Chicago Press}}{{cite book |last1=Bell |first1=Phillip |url=https://archive.org/details/learningsciencei00envi |title=Learning Science in Informal Environments: People, Places, and Pursuits |date=2009 |publisher=National Academies Press |page=253 |url-access=limited}}

Networks picked up series more often when they were related to a well-known pop culture icon, or could be marketable as toys. Owing to the success of PBS' Barney & Friends from both a critical and commercial standpoint, Disney and Nickelodeon had a greater interest in producing preschool programming that was engaging and had educational value. However, they also leveraged techniques designed to bolster the programs as a brand when merchandised, such as close-up "money shots" of key characters designed to encourage recognition of them by viewers.{{Cite news|url=https://www.newsweek.com/guilt-free-tv-142559|title=Guilt Free TV|first=Daniel|last=McGinn|date=November 10, 2002|work=Newsweek|access-date=July 15, 2018|language=en|archive-date=July 15, 2018|archive-url=https://web.archive.org/web/20180715210832/https://www.newsweek.com/guilt-free-tv-142559|url-status=live}}

In the wake of the stricter regulations, the big three television networks retooled their Saturday morning lineups for the 1997–98 television season in order to include more core educational programming.

ABC, which had recently been acquired by Disney, introduced One Saturday Morning for the 1997–98 season. It featured a mix of Disney animated series, educational interstitial segments (including a history-oriented segment starring comedian Robin Williams, reprising his role as the Genie from Aladdin), the educational series Science Court, and a flagship wraparound program (Disney's One Saturday Morning). ABC stated that four of the block's five hours would be billed as E/I programming. One Saturday Morning quickly became the top Saturday morning block in terms of viewership, until competition from Fox Kids and Kids' WB began to erode its audience.{{Cite news|url=https://variety.com/1997/digital/news/abc-hopes-for-virtual-success-1116677612/|title=ABC hopes for virtual success|last=Goldman|first=Michael|date=September 15, 1997|work=Variety|access-date=July 14, 2018|language=en-US}}{{Cite news|url=https://variety.com/1997/tv/news/webs-roll-out-season-geared-to-kids-1116678415/|title=Webs roll out season geared to kids|last=Grove|first=Christopher|date=August 29, 1997|work=Variety|access-date=July 14, 2018|language=en-US}}{{Cite news |last=Schneider |first=Michael |date=November 27, 2000 |title=ABC Disney kid block revamped |url=https://variety.com/2000/tv/news/abc-disney-kid-block-revamped-1117789555/ |access-date=July 14, 2018 |work=Variety |language=en-US}}{{Cite news|url=https://variety.com/1998/tv/news/abc-kids-block-tops-fox-on-saturday-1117470615/|title=ABC kids block tops Fox on Saturday|last=Katz|first=Richard|date=May 8, 1998|work=Variety|access-date=July 14, 2018|language=en-US}}

CBS relaunched its Saturday morning block for the 1997–98 season as Think CBS Kids, with a focus on live-action educational series such as The New Ghostwriter Mysteries, The Weird Al Show (which only unwillingly, and with great difficulty, complied with the E/I mandate as a condition of being picked up),{{Cite magazine |last=Gaines |first=Caseen |date=September 13, 2017 |title='The Weird Al Show': The Complete Oral History |url=https://www.rollingstone.com/tv/features/the-weird-al-show-the-complete-oral-history-w501326 |url-status=live |archive-url=https://web.archive.org/web/20171116040733/http://www.rollingstone.com/tv/features/the-weird-al-show-the-complete-oral-history-w501326 |archive-date=November 16, 2017 |access-date=July 14, 2018 |magazine=Rolling Stone |language=en-US}} and Wheel 2000—a children's version of the game show Wheel of Fortune. For the 1998–99 season, CBS relaunched the block once more as the CBS Kidshow; the block featured a slate of animated series from Canadian studio Nelvana, including adaptations of the children's book franchises Franklin and Dumb Bunnies.{{cite web|url=http://www.kidscreen.com/articles/magazine/19980901/22601.html|title=The CBS Kidshow|author=Virginia Robertson|date=September 1, 1998|work=KidScreen|access-date=November 21, 2010}}{{cite web|url=http://kidscreen.com/1998/04/01/21288-19980401/|title=STE partners with Nelvana in CBS deal|first=Andy |last=Fry |date=April 1, 1998 |website=Kidscreen|access-date=August 24, 2016}}

NBC had already abandoned cartoons as Saturday morning programming in 1992 with the introduction of TNBC, which was a block that featured live-action teen sitcoms.{{cite web|last=Oei|first=Lily|date=August 24, 2003|title=Nets face back to school blues|url=https://variety.com/2003/tv/news/nets-face-back-to-school-blues-1117891278/|access-date=September 23, 2014|work=Variety|archive-date=October 22, 2022|archive-url=https://web.archive.org/web/20221022100607/https://variety.com/2003/tv/news/nets-face-back-to-school-blues-1117891278/|url-status=live}}{{cite web|last=Umstead|first=Thomas|date=December 7, 2001|title=Discovery Gets NBC Kids' Block|url=http://www.multichannel.com/news/orphan-articles/discovery-gets-nbc-kids-block/154693|access-date=September 23, 2014|work=Multichannel News|archive-date=July 31, 2017|archive-url=https://web.archive.org/web/20170731204446/http://www.multichannel.com/news/orphan-articles/discovery-gets-nbc-kids-block/154693|url-status=live}} By 2001, TNBC's viewership had seen major declines in its core demographic, while the median age of its viewers was around 41.{{Cite web|last=Oei|first=Lily|date=February 23, 2003|title=Adults 'Discover' kiddie programs|url=https://variety.com/2003/tv/news/adults-discover-kiddie-programs-1117880923/|access-date=November 19, 2021|website=Variety|language=en-US}}

In the 2000s, multiple networks began to outsource their Saturday morning blocks to sister cable networks and third-parties. After Viacom acquired CBS for the first time in 2000, it was announced that sister network Nickelodeon would program CBS's Saturday-morning lineup as Nick Jr. on CBS beginning in the 2000–01 season. The block primarily focused on preschool programming from the Nick Jr. brand.{{Cite news|last=Schneider|first=Michael|date=June 15, 2000|title=CBS picks Nick mix|language=en-US|work=Variety|url=https://variety.com/2000/tv/news/cbs-picks-nick-mix-1117782661/|access-date=July 14, 2018|archive-date=July 30, 2017|archive-url=https://web.archive.org/web/20170730112321/http://variety.com/2000/tv/news/cbs-picks-nick-mix-1117782661/|url-status=live}} NBC partnered with cable network Discovery Kids to replace TNBC with Discovery Kids on NBC for the 2002–03 season, which featured factual entertainment programming and educational cartoons (including the first animated programs aired by NBC's Saturday morning lineup since the TNBC era).{{cite web |last1=Oei |first1=Lily |last2=McClintock |first2=Pamela |date=November 6, 2003 |title=Kids mixed on new skeds |url=https://variety.com/2003/tv/news/kids-mixed-on-new-skeds-1117895265/ |access-date=September 23, 2014 |work=Variety |archive-date=October 22, 2022 |archive-url=https://web.archive.org/web/20221022100602/https://variety.com/2003/tv/news/kids-mixed-on-new-skeds-1117895265/ |url-status=live }}

In 2001, Fox and its partner Saban Entertainment sold Fox Kids' assets—which included the Fox Family cable channel—to Disney. As a result, Fox discontinued the Fox Kids block in 2002, and returned its weekday daytime timeslots back to affiliates in 2002. The network would continue to provide airings of The Magic School Bus for E/I compliance at the discretion of affiliates,{{cite news|author=Michael Schneider|date=November 7, 2001|title=Fox outgrows kids programs|work=Variety|url=https://variety.com/2001/tv/news/fox-outgrows-kids-programs-1117855508/|access-date=August 13, 2009|archive-date=September 14, 2012|archive-url=https://archive.today/20120914072218/http://www.variety.com/article/VR1117855508.html?categoryid=14&cs=1&query=|url-status=live}} and entered into an agreement with 4Kids Entertainment to program a new Saturday morning block beginning in the 2002–03 season.{{Cite web|last=Bernstein|first=Paula|date=January 19, 2002|title=4Kids buys 4 hours from Fox Kids|url=https://variety.com/2002/tv/news/4kids-buys-4-hours-from-fox-kids-1117858752/|access-date=October 3, 2021|website=Variety|language=en-US|archive-date=September 9, 2015|archive-url=https://web.archive.org/web/20150909025459/http://variety.com/2002/tv/news/4kids-buys-4-hours-from-fox-kids-1117858752/|url-status=live}} That season, ABC's One Saturday Morning was rebranded as ABC Kids, which drew from the programming of Disney's cable networks Disney Channel, Toon Disney, and the newly rebranded ABC Family.{{Cite news|last=Bernstein|first=Paula|date=September 29, 2002|title=Kid skeds tread on joint strategy|language=en-US|work=Variety|url=https://variety.com/2002/tv/news/kid-skeds-tread-on-joint-strategy-1117873477/|access-date=July 14, 2018}}

In January 2006, after CBS and Viacom split into separate companies, CBS partnered with DIC Entertainment to program a new Saturday morning block beginning in the 2006–07 season. Initially branded as KOL Secret Slumber Party under a sponsorship with America Online's KOL portal, it consisted of E/I programming targeting a female youth audience, including original programming and DIC library programs.{{cite news|author=Elizabeth Guider|date=January 19, 2006|title=Synergy not kid-friendly at Eye web|periodical=Variety|publisher=Reed Business Information|url=https://variety.com/2006/digital/markets-festivals/synergy-not-kid-friendly-at-eye-web-1117936466/|access-date=August 13, 2009|archive-date=July 30, 2017|archive-url=https://web.archive.org/web/20170730115052/http://variety.com/2006/digital/markets-festivals/synergy-not-kid-friendly-at-eye-web-1117936466/|url-status=live}}{{Cite news|date=October 1, 2006|title=DIC uses online platform to dive into fan base|language=en-US|work=Variety|url=https://variety.com/2006/digital/news/dic-uses-online-platform-to-dive-into-fan-base-1117951017/|access-date=July 14, 2018|archive-date=July 15, 2018|archive-url=https://web.archive.org/web/20180715093642/https://variety.com/2006/digital/news/dic-uses-online-platform-to-dive-into-fan-base-1117951017/|url-status=live}}{{Cite magazine|last=Stewart|first=Lianne|date=May 2006|title=DIC's CBS block looks to reach girl viewers|url=https://kidscreen.com/2006/05/01/family-20060501/|magazine=Kidscreen|page=28|access-date=August 22, 2017|archive-date=August 6, 2020|archive-url=https://web.archive.org/web/20200806020322/https://kidscreen.com/content/pdf/51053.pdf|url-status=live}}{{cite news|date=September 6, 2011|title=CBS AND COOKIE JAR ENTERTAINMENT PRESENT THE NEW CHILDREN'S EDUCATIONAL AND INFORMATIONAL PROGRAMMING SCHEDULE FOR "COOKIE JAR TV" PREMIERING SATURDAY, SEPT. 17|publisher=Cookie Jar Group|url=http://www.cjar.com/press/cj_press_20110906.php|url-status=dead|access-date=September 18, 2011|archive-url=https://archive.today/20120730211542/http://www.cjar.com/press/cj_press_20110906.php|archive-date=July 30, 2012}} The block was re-branded as KEWLopolis the following season as part of a new sponsorship with American Greetings,{{Cite news|last=Ball|first=Ryan|date=August 23, 2007|title=CBS Blocks out KEWLopolis|language=en-US|work=Animation Magazine|url=http://www.animationmagazine.net/tv/cbs-blocks-out-kewlopolis/|access-date=July 17, 2018|archive-date=July 21, 2023|archive-url=https://web.archive.org/web/20230721042100/https://www.animationmagazine.net/tv/cbs-blocks-out-kewlopolis/|url-status=live}} and Cookie Jar TV in 2009 following the acquisition of DIC by Cookie Jar Group.{{cite news|last=Brzoznowski|first=Kristin|date=September 4, 2009|title=CBS Sets Lineup for Cookie Jar Block|work=WorldScreen|url=http://www.worldscreen.com/articles/display/22324|url-status=dead|access-date=September 10, 2009|archive-url=https://web.archive.org/web/20090907002142/http://www.worldscreen.com/articles/display/22324|archive-date=September 7, 2009}}{{cite news|last=Calder|first=Kate|date=May 8, 2009|title=Zeroing In|work=Kidscreen|url=http://www.kidscreen.com/articles/magazine/20090508/upfront.html?page=3|access-date=July 14, 2009|archive-date=December 13, 2019|archive-url=https://web.archive.org/web/20191213132430/http://www.kidscreen.com/articles/magazine/20090508/upfront.html?page=3|url-status=live}}

Also in the 2006–07 season, NBC and its Spanish sister network Telemundo launched a new block known as Qubo, as a joint venture between NBC Universal, Ion Media Networks, Nelvana owner Corus Entertainment, Scholastic, and Classic Media. Qubo blocks aired on NBC, Telemundo, and Ion Television, while Ion also offered a 24-hour Qubo channel on digital terrestrial television.{{cite web|author=Andrew Hampp|date=August 24, 2006|title=NBC Debuts Kids Programming Brand Qubo|url=http://adage.com/article/media/nbc-debuts-kids-programming-brand-qubo/111473/|access-date=February 14, 2014|periodical=Advertising Age|archive-date=November 14, 2014|archive-url=https://web.archive.org/web/20141114025255/http://adage.com/article/media/nbc-debuts-kids-programming-brand-qubo/111473/|url-status=live}}{{cite web|last=Clemens|first=Luis|date=November 3, 2006|title=Qubo's Rodriguez: Offering a 'Building Block' to Kids|url=http://www.multichannel.com/news/content/qubo-s-rodriguez-offering-building-block-kids/367423|access-date=September 23, 2014|periodical=Multichannel News|archive-date=April 2, 2015|archive-url=https://web.archive.org/web/20150402095343/http://www.multichannel.com/news/content/qubo-s-rodriguez-offering-building-block-kids/367423|url-status=live}}

When The WB merged with UPN in 2006 to form The CW, the merged network initially maintained Kids' WB;{{cite news|author=Bill Carter|date=January 24, 2006|title=UPN and WB to Combine, Forming New TV Network|newspaper=The New York Times|url=https://www.nytimes.com/2006/01/24/business/media/24cnd-network.html?bl|url-status=live|archive-url=https://web.archive.org/web/20151017035638/http://www.nytimes.com/2006/01/24/business/media/24cnd-network.html?bl|archive-date=October 17, 2015}} by then the five-hour block only carried one hour of E/I programming at 7:00 a.m. ET/PT, which was branded as the "Pillow Head Hour".{{Cite web|last=Staff|date=September 8, 2006|title=KIDS' WB!'ON THE CW SETS SATURDAY SCHEDULE|url=https://tvnewscheck.com/uncategorized/article/kids-wbon-the-cw-sets-saturday-schedule/|access-date=October 6, 2021|website=TV News Check|language=en}}{{Cite web|title=KIDS' WB! ON THE CW ANNOUNCES 2006-2007 "TOO BIG FOR YOUR TV" SATURDAY MORNING PROGRAMMING SCHEDULE|url=https://www.viacomcbspressexpress.com/cbs-entertainment/releases/view?id=12599|access-date=October 6, 2021|website=ViacomCBS Press Express| date=April 24, 2006 |language=en}} In October 2007, The CW reached a five-year agreement with 4Kids for it to program its Saturday morning block,{{Cite web |date=October 2, 2007 |title=CW turns to 4Kids on Saturdays |url=https://variety.com/2007/tv/news/cw-turns-to-4kids-on-saturdays-1117973235/?jwsource=cl |url-status=live |archive-url=https://web.archive.org/web/20210227231005/https://variety.com/2007/tv/news/cw-turns-to-4kids-on-saturdays-1117973235/?jwsource=cl |archive-date=February 27, 2021 |access-date=June 21, 2019 |website=Variety}} resulting in the replacement of Kids' WB with The CW4Kids (later branded as Toonzai) in the 2008–09 season.{{cite news|last=McLean|first=Thomas J.|date=August 18, 2010|title=4Kids Reports Losses, Rebranding of CW Block|newspaper=Animation Magazine|url=http://www.animationmagazine.net/tv/4kids-reports-losses-rebranding-of-cw-block/|access-date=October 20, 2012}} The CW4Kids initially co-existed with the company's 4Kids TV block for Fox, and contained only a single half-hour of E/I programming.{{Cite news|last=Schneider|first=Michael|date=November 24, 2008|title=Longform ads replace kid fare on Fox|language=en-US|work=Variety|url=https://variety.com/2008/scene/markets-festivals/longform-ads-replace-kid-fare-on-fox-1117996360/|access-date=November 16, 2018|archive-date=September 3, 2010|archive-url=https://web.archive.org/web/20100903022442/http://www.variety.com/article/VR1117996360.html?categoryid=14&cs=1|url-status=live}} After a legal dispute with 4Kids over missed payments and insufficient national clearance, Fox reached a settlement to end its agreement with the company at the end of 2008. As a result, 4Kids TV would be replaced by a national block of paid programming beginning in January 2009.{{cite news |date=November 10, 2008 |title=4Kids Entertainment Reports Third Quarter 2008 Results and Settlement of Fox Litigation |url=http://app.quotemedia.com/data/newsItem.htm?webmasterId=92403&storyId=14004012&topic=KDE |url-status=dead |archive-url=https://archive.today/20090227133036/http://app.quotemedia.com/data/newsItem.htm?webmasterId=92403&storyId=14004012&topic=KDE |archive-date=February 27, 2009 |access-date=December 16, 2015 |work=QuoteMedia.com}}

Following Comcast's 2011 purchase of NBC Universal, it pulled out of the Qubo consortium and introduced the new NBC Kids and MiTelemundo blocks in July 2012, which were programmed by new sister network Sprout.{{cite news|author=Jon Weisman|date=March 28, 2012|title=NBC to launch Saturday kids block|work=Variety|url=https://variety.com/2012/tv/news/nbc-to-launch-saturday-kids-block-1118052022/|access-date=March 29, 2012}}{{cite news|author=Lindsay Rubino|date=March 28, 2012|title=NBC, With Assist From Sprout, to Launch Saturday Morning Preschool Block|work=Multichannel News|url=http://www.multichannel.com/article/482478-NBC_With_Assist_From_Sprout_to_Launch_Saturday_Morning_Preschool_Block.php|access-date=March 29, 2012|archive-date=May 8, 2012|archive-url=https://web.archive.org/web/20120508064838/http://www.multichannel.com/article/482478-NBC_With_Assist_From_Sprout_to_Launch_Saturday_Morning_Preschool_Block.php|url-status=dead}}{{cite news|author=Nellie Andreeva|date=March 28, 2012|title=NBC Launches Preschool Saturday Block Programmed By Sprout|website=Deadline Hollywood|url=https://www.deadline.com/2012/03/nbc-launches-preschool-saturday-block-programmed-by-sprout|archive-url=https://web.archive.org/web/20130810232758/http://www.deadline.com/2012/03/nbc-launches-preschool-saturday-block-programmed-by-sprout/|url-status=dead|archive-date=August 10, 2013|access-date=March 29, 2012}}{{cite web|date=October 24, 2012|title=Telemundo anuncia nuevo bloque infantil "Mi Telemundo!"|url=http://www.primerahora.com/entretenimiento/tv/nota/telemundoanuncianuevobloqueinfantilmitelemundo-712584/|access-date=November 8, 2015|website=Primera Hora|publisher=GFR Media LLC}} Ion continued to operate the Qubo channel until February 2021, when it was shut down as part of the merger of Ion's operations with new owner E. W. Scripps Company.{{cite press release|url=https://scripps.com/press-releases/scripps-takes-first-steps-to-realize-ion-synergies-with-multicast-networks-move/|title=Scripps takes first steps to realize ION synergies with multicast networks move|date=January 14, 2021|access-date=January 14, 2021|first=Carolyn|last=Micheli|publisher=The E.W. Scripps Company|archive-date=January 14, 2021|archive-url=https://web.archive.org/web/20210114170313/https://scripps.com/press-releases/scripps-takes-first-steps-to-realize-ion-synergies-with-multicast-networks-move/|url-status=live}}

In 2012, Saban Capital Group acquired some of 4Kids' assets as part of its chapter 11 bankruptcy, which included the company's contract to program The CW's Saturday morning lineup. Toonzai was subsequently re-launched by Saban as Vortexx in August 2012, with a mix of animated and live-action series (the latter including the Power Rangers franchise, and the WWE wrestling show Saturday Morning Slam).{{Cite web |date=August 10, 2012 |title=WWE to bow new series on Saban's Vortexx block |url=https://kidscreen.com/2012/08/10/wwe-to-bow-new-series-on-sabans-vortexx-block/ |access-date=June 11, 2022 |website=Kidscreen}}{{cite web |last=Steinberg |first=Brian |date=July 12, 2012 |title='Power Rangers' Backer Saban to Reenter Kiddie TV |url=https://adage.com/article/media/power-rangers-backer-saban-reenter-kiddie-tv/235978 |access-date=July 12, 2012 |work=Advertising Age}} The CW remained the last major U.S. network to still program non-educational children's programming on weekend mornings.{{cite web|last=Wallenstein|first=Andrew|date=July 2, 2012|title=Jessica Borutski to rebuild CW toon block|url=https://variety.com/2012/tv/news/saban-brands-to-rebuild-cw-toon-block-1118056206/|access-date=July 7, 2012|work=Variety|archive-date=September 21, 2013|archive-url=https://web.archive.org/web/20130921055400/http://variety.com/2012/tv/news/saban-brands-to-rebuild-cw-toon-block-1118056206/|url-status=live}}{{Cite web |date=July 3, 2012 |title=Saban builds CW kids' block |url=https://www.c21media.net/archives/84226 |archive-url=https://web.archive.org/web/20120705191717/https://www.c21media.net/archives/84226 |archive-date=July 5, 2012 |access-date=July 7, 2012 |website=C21Media}}

The growing regulatory scrutiny, increasing competition from cable channels such as Cartoon Network, Disney Channel, and Nickelodeon, as well as video on-demand and streaming services, brought changes to viewing habits that made non-educational Saturday morning programming less viable for networks. Throughout the 2010s, the major networks began to schedule factual, documentary- and reality-style series aimed at a teen (13–16 years old) audience to fulfill their E/I obligations, rather than programming targeting preschool or preteen audiences. As they are targeting viewers older than 12 years old, these programs are not subject to the restrictions on advertising in the Children's Television Act.

ABC (Litton's Weekend Adventure in 2011),{{cite news|title=ABC Orders Saturday Kids Block From Litton |url=http://www.tvnewscheck.com/article/2011/05/24/51447/abc-orders-saturday-kids-block-from-litton |access-date=May 24, 2011 |newspaper=TVNewsCheck |date=May 24, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20131204120253/http://www.tvnewscheck.com/article/51447/abc-orders-saturday-kids-block-from-litton |archive-date=December 4, 2013 }}{{cite news|last=Albiniak|first=Paige|title=ABC to Premiere ABC Weekend Adventure on Sept. 3|url=http://www.broadcastingcable.com/article/468736-ABC_to_Premiere_ABC_Weekend_Adventure_on_Sept_3.php|access-date=May 24, 2011|newspaper=Broadcasting & Cable|date=May 24, 2011|archive-date=September 28, 2013|archive-url=https://web.archive.org/web/20130928113011/http://www.broadcastingcable.com/article/468736-ABC_to_Premiere_ABC_Weekend_Adventure_on_Sept_3.php|url-status=live}} CBS (CBS Dream Team in 2013), The CW (One Magnificent Morning in 2014; The Washington Post wrote that its replacement of Vortexx signaled the "end" of Saturday morning cartoons),{{cite news|url=https://www.washingtonpost.com/news/morning-mix/wp/2014/09/30/saturday-morning-cartoons-are-no-more/|title=Saturday morning cartoons are no more|last=Sullivan|first=Gail|newspaper=The Washington Post|date=September 30, 2014|access-date=October 11, 2014|archive-date=October 6, 2014|archive-url=https://web.archive.org/web/20141006122243/http://www.washingtonpost.com/news/morning-mix/wp/2014/09/30/saturday-morning-cartoons-are-no-more/|url-status=live}}{{cite web |date=June 6, 2014 |title=The CW Sets 5-Hour Saturday Morning Block |url=https://deadline.com/2014/06/the-cw-saturday-morning-block-litton-entertainment-740867/ |access-date=June 6, 2014 |work=Deadline Hollywood |archive-date=August 22, 2014 |archive-url=https://web.archive.org/web/20140822194329/http://deadline.com/2014/06/the-cw-saturday-morning-block-litton-entertainment-740867/ |url-status=live }} NBC (The More You Know in 2016; Spanish-language dubs began airing on Telemundo in 2018 under the MiTelemundo branding) all leased their weekend morning blocks to Litton Entertainment to air such E/I programming. Fox entered into a similar arrangement with Steve Rotfeld Productions to produce the STEM-based block Xploration Station for its affiliates, which premiered in September 2014. NBC argued that its The More You Know block was a better lead-out for Weekend Today{{'}}s audience than the preschool programming it had aired before.

Peggy Charren's daughter Claudia Moquin criticized Litton for contravening the spirit of the CTA by including product placement and host-selling from "underwriters" in some of their programs, such as Electronic Arts, Norwegian Cruise Line, and SeaWorld. Litton defended its practices, stating that its programming was designed to meet "child psychologist-developed standards that did not exist prior to 1990", and considered the brand placements in the programs to be "a far better alternative to the ads that have often previously aired during children's programming, whose sole purpose was to sell less than beneficial products to children".{{cite web|first=David|last=Robb|date=June 20, 2016|title=Preteen Saturday Morning Kids Shows Abandoned By Broadcast Networks|url=https://deadline.com/2016/06/kids-tv-shows-saturday-mornings-fcc-loophole-advertising-1201774658/|website=Deadline Hollywood|access-date=June 26, 2016|archive-date=January 2, 2024|archive-url=https://web.archive.org/web/20240102161424/https://deadline.com/2016/06/kids-tv-shows-saturday-mornings-fcc-loophole-advertising-1201774658/|url-status=live}}{{cite web|url=https://www.theatlantic.com/entertainment/archive/2014/09/theres-more-to-know-about-the-more-you-know/380242/|title='The More You Know': There's More to Know|last=Garber|first=Megan|work=The Atlantic|date=September 16, 2014|access-date=February 25, 2016|archive-date=February 26, 2016|archive-url=https://web.archive.org/web/20160226164104/http://www.theatlantic.com/entertainment/archive/2014/09/theres-more-to-know-about-the-more-you-know/380242/|url-status=live}}

PBS member stations have been an exception to this trend, with the network's PBS Kids block continuing to largely air animated, educational series catered towards a broad range of children's audiences ranging from preschoolers to preteens; as a non-commercial educational network, it does not rely on advertising revenue in the traditional sense, and its underwriting spots are not directly tied to ratings. PBS requires its member stations to take at least seven hours of PBS Kids programming on weekdays, while its national schedule previously fed 13 hours of PBS Kids programming per-day.{{cite web |last=Wakeman |first=Gregory |date=December 22, 2022 |title=PBS, stations revamp afternoon schedules to draw adults |url=https://current.org/2022/12/as-kids-move-on-pbs-and-stations-revamp-afternoon-schedules-to-attract-adults/ |url-status=live |archive-url=https://web.archive.org/web/20230703042328/https://current.org/2022/12/as-kids-move-on-pbs-and-stations-revamp-afternoon-schedules-to-attract-adults/ |archive-date=July 3, 2023 |access-date=July 3, 2023 |website=Current}}

In February 2023, PBS reduced the amount of PBS Kids programming on the national schedule to eight hours per-day in the morning and early-afternoon hours; it cited viewing habits favoring its streaming platforms and PBS Kids digital channel, and successful moves by member stations such as KPBS San Diego and WOSU-TV Columbus to cut back on the block in favor of more general interest programming (such as lifestyle shows, British dramas, and distance education programming). PBS would still provide a recommended schedule for the late-afternoon section of the PBS Kids block for member stations who wished to continue carrying the full block.

In 2007, Univision agreed to a record $24 million fine from the FCC for violations of the educational programming regulations across 24 of its stations. The fine acted upon complaints by the United Church of Christ and the National Hispanic Media Coalition, alleging that youth telenovelas claimed by Univision as E/I programming did not meet the requirements for core educational programming, citing their lack of actual educational content, and themes inappropriate for a youth audience.{{cite news|author=Stephen Labaton|date=February 24, 2007|title=Record Fine Expected for Univision|newspaper=The New York Times|url=https://www.nytimes.com/2007/02/24/business/24fcc.html|access-date=November 7, 2015|archive-date=June 5, 2015|archive-url=https://web.archive.org/web/20150605062226/http://www.nytimes.com/2007/02/24/business/24fcc.html|url-status=live}}{{Cite news|last=Puzzanghera|first=Jim|date=February 25, 2007|title=FCC to fine Univision $24 million|language=en-US|work=Los Angeles Times|url=https://www.latimes.com/archives/la-xpm-2007-feb-25-fi-univision25-story.html|access-date=July 15, 2018|archive-url=https://web.archive.org/web/20110219164517/https://articles.latimes.com/2007/feb/25/business/fi-univision25|archive-date=February 19, 2011|url-status=live|issn=0458-3035}} The following year, Univision would introduce the new E/I block Planeta U; at launch, the block would consist primarily of Spanish-language dubs of existing children's educational programming.{{cite web|date=April 5, 2008|title=Univision hopes to block further problems|url=http://rbr.com/univision-hopes-to-block-further-problems/#XEJoIVESsvcrUOL5.99|access-date=November 7, 2015|publisher=Streamline-RBR, Inc.|periodical=Radio-Television Business Report|archive-date=November 17, 2015|archive-url=https://web.archive.org/web/20151117020048/http://rbr.com/univision-hopes-to-block-further-problems/#XEJoIVESsvcrUOL5.99|url-status=live}}{{cite press release|title=Univision Launches New Children's Programming Block "Planeta U"|url=http://corporate.univision.com/2008/04/univision-launches-new-children%E2%80%99s-programming-block-%E2%80%9Cplaneta-u%E2%80%9D/|author=Elizabeth SanjenÌs|website=Univision PR|publisher=Univision Communications|date=April 5, 2008|access-date=November 7, 2015|archive-url=https://web.archive.org/web/20151117063133/http://corporate.univision.com/2008/04/univision-launches-new-children%E2%80%99s-programming-block-%E2%80%9Cplaneta-u%E2%80%9D/|archive-date=November 17, 2015|url-status=dead}}

Airings of anime on Kids' WB induced notable violations of the program-length commercial restrictions. The network aired several commercials during the Pokémon anime for products with Pokémon-related cross-promotions, such as Eggo waffles, Fruit by the Foot, and the Nintendo e-Reader accessory for the Game Boy Advance. The FCC fined individual network affiliates of The WB and upheld the fines on appeal (despite WCIU-TV in Chicago trying to defend itself by arguing that the references were "fleeting"), even though it was the network which transmitted the content.{{cite web|last=Eggerton|first=John|date=May 27, 2008|title=Three More Stations Face FCC Fines|url=http://www.broadcastingcable.com/news/programming/three-more-stations-face-fcc-fines/32431|access-date=March 24, 2015|work=Broadcasting & Cable|archive-url=https://web.archive.org/web/20150924125429/http://www.broadcastingcable.com/news/programming/three-more-stations-face-fcc-fines/32431|archive-date=2015-09-24|url-status=dead}}{{cite web|last=Eggerton|first=John|date=October 14, 2008|title=Pokemon Strikes Again|url=http://www.broadcastingcable.com/news/advertising-and-marketing/pokemon-strikes-again/50950|access-date=March 24, 2015|work=Broadcasting & Cable}}{{cite web|last=Eggerton|first=John|date=August 31, 2007|title=FCC Fines KHCW For Pokemon Ad|url=http://www.broadcastingcable.com/news/news-articles/fcc-fines-khcw-pokemon-ad/83603|access-date=March 24, 2015|work=Broadcasting & Cable|archive-date=April 2, 2015|archive-url=https://web.archive.org/web/20150402115747/http://www.broadcastingcable.com/news/news-articles/fcc-fines-khcw-pokemon-ad/83603|url-status=live}}{{cite web|last=Eggerton|first=John|date=July 13, 2007|title=Pokemon Ad Bites WPIX|url=http://www.broadcastingcable.com/news/news-articles/pokemon-ad-bites-wpix/83263|access-date=March 24, 2015|work=Broadcasting & Cable}} In 2010, KSKN in Spokane was similarly fined $70,000 for having, on multiple occasions, aired an advertisement during Yu-Gi-Oh! for a local collectibles shop that contained references to its eponymous trading card game.{{Cite news |date=June 1, 2010 |title=FCC Fines 7 For Kid's TV Ad Violations |url=https://tvnewscheck.com/article/42644/fcc-fines-7-for-kids-tv-ad-violations/ |archive-url=https://web.archive.org/web/20180715064426/https://tvnewscheck.com/article/42644/fcc-fines-7-for-kids-tv-ad-violations/ |archive-date=July 15, 2018 |access-date=July 15, 2018 |work=TVNewsCheck |language=en-US}}

In 2004, Disney and Viacom were respectively issued $1 million and $500,000 fines for violating the limits on advertising during children's programming on the cable channels ABC Family and Nickelodeon. The fines were levied by the Federal Trade Commission, not the FCC, as cable channels are outside of the FCC's purview.

In September 2022, the FCC proposed a total of $3.4 million in fines for 21 television stations, which violated the program-length commercial rules by airing commercials for Hot Wheels toys during broadcasts of Team Hot Wheels. The largest fine of $2.65 million was issued to Sinclair Broadcast Group, who was also identified by stations as the originator of the offending programming and advertising. Nexstar Media Group was fined $182,000, and Sinclair-affiliated{{cite news |author=Howard Kurtz |author2=Frank Ahrens |date=October 12, 2004 |title=Family's TV Clout in Bush's Corner |url=https://www.washingtonpost.com/wp-dyn/articles/A25406-2004Oct11.html |newspaper=The Washington Post |page=A1 |archive-date=December 8, 2024 |access-date=April 3, 2024 |archive-url=https://web.archive.org/web/20241208145854/https://www.washingtonpost.com/wp-dyn/articles/A25406-2004Oct11.html |url-status=live }} Cunningham Broadcasting was fined $140,000.{{Cite web |last=Johnson |first=Ted |date=September 21, 2022 |title=FCC Proposes $3.4 Million In Fines To Stations For Violating Children's Ad Limits With Hot Wheels Commercials |url=https://deadline.com/2022/09/fcc-sinclair-hot-wheels-childrens-television-act-1235124032/ |access-date=February 16, 2024 |website=Deadline |language=en-US}}{{Cite web |last=Jacobson |first=Adam |date=September 21, 2022 |title=Sinclair, And Shared Services Providers, Get Huge Fine For KidVid Violations {{!}} Radio & Television Business Report |url=https://rbr.com/sinclair-and-shared-services-providers-get-huge-fine-for-kidvid-violations/ |access-date=April 3, 2024 |language=en-US}}

{{portal|Television}}

• Telecommunications Act of 1996

{{Reflist}}

• A. Alexander & J. Owers. “The Economics of Children's Television”, in The Children's Television Community, ed. A. Bryant. Mahwah, NJ: Lawrence Erlbaum, 2007, pp. 57–74.
• Barry G. Cole & Mal Oettinger. Reluctant Regulators: The FCC and the Broadcast Audience. Reading, Mass.: Addison-Wesley, 1978.
• Dale Kunkel & B. Watkins. “Evolution of children's television regulatory policy”, Journal of Broadcasting & Electronic Media 31 (1987): 367–89.
• Dale Kunkel. “Children's Television Policy in the United States: An Ongoing Legacy of Change”, Media International Australia 93, no. 1 (1999): 51–63.
• Dale Kunkel. “Kids’ Media Policy Goes Digital: Current Developments in Children's Television Regulation”, in The Children's Television Community, ed. A. Bryant. Mahwah, NJ: Lawrence Erlbaum, 2007, pp. 203–28.
• J. Lisosky. “‘For all Kids’ Sakes: Comparing Children's Television Policy-Making in Australia, Canada and the United States”, Media, Culture & Society 23, no. 6 (2001): 821–42.
• R. Morrow. Sesame Street and the Reform of Children's Television. Baltimore: Johns Hopkins University Press, 2006.
• Dorothy G. Singer & Jerome L. Singer, eds. Handbook of Children and the Media, 2nd edn. NY-London: SAGE, 2012.
• Dale Kunkel & Brian L. Wilcox, “Children and Media Policy: Historical Perspectives and Current Practices”, ch. 28, pp. 569–93.
• Karen Hill-Scott, “Television Broadcaster Practices: Compliance with the Children's Television Act”, ch. 29, pp. 595–613.

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Category:Children's television in the United States

Category:United States federal communications legislation

Category:Broadcast law

Category:Educational television