Barry Willis

A new Nielsen report claims that kids are watching slightly less TV than they were 10 years ago, but another study claims that they are spending almost an entire work week, every week, with media of all kinds. That's the conclusion of <I>Kids & Media @ The New Millennium</I>, released recently by the Menlo Park, California philanthropic organization <A HREF="http://www.kff.org/">The Kaiser Family Foundation</A>. TV and music are by far the biggest occupiers of kids' time, the report states, with computers and the Internet a distant second. Reading for pleasure&mdash;that done apart from schoolwork&mdash;occupies only about 45 minutes per day for 80% of the children surveyed.

Children's programming seems to fill a huge number of time slots on television these days. What once was a minor business in the broadcasting industry has become a giant in its own right. The industry is throwing increasing amounts of capital at developers of children's programming in the hope of creating brand loyalty and thereby pulling in lucrative advertising dollars.

The world's largest Internet service provider is teaming up with the world's largest video rental chain to deliver movies and as-yet-unspecified content over broadband connections. <A HREF="http://www.aol.com/">America Online</A> is pumping $30 million into a three-year joint venture with <A HREF="http://www.blockbuster.com/">Blockbuster Video</A>, with the intent of leveraging the two companies' huge customer bases for mutual benefit. AOL members will have access to Blockbuster's enormous library of discs and tapes, and Blockbuster will promote AOL by giving away CD-ROMs of AOL version 5.0 at its more than 4000 outlets in the US.

Unheard by the general public, a debate has been raging in engineering circles about the <A HREF="http://www.atsc.org/">Advanced Television Standards Committee</A>'s transmission protocol for high-definition TV. Mandated by the <A HREF="http://www.fcc.gov/">Federal Communications Commission</A>, the standard, known as 8-VSB (trellis-coded 8-level vestigial sideband), has come under fire from several directions, most notably from <A HREF="http://www.sbgi.com/">Sinclair Broadcasting</A>, which has called for an overhaul of the standard after a series of DTV reception tests in the Philadelphia area.