By January 13, 2003, all cable operators will be legally obliged to apply ratings based on violence, sex and language content standards provided by the Broadcasting Commission to the numerous channels presently available. Radio and television stations will be required to rate new programmes, including news broadcasts, and provide on-screen advisories for any material unsuitable for children. Local scheduling will also be revamped with a 9 p.m. timeline being implemented for radio and free-to-air TV, before which time all programmes must be suitable for audiences of 14 and under.

"All programmes that are shown in this society should be shown in the public interest," Dwight Whylie, chairman of the Broadcasting Commission, said at the signing, noting that self-regulation had "not worked that well".

Colin Campbell, Minister of Information, sought to reassure the media that the code "is not equivalent to censorship" but represents a "mandate to our licence holders" intended to "assist our parents in dealing with this powerful media - television".

"Better viewing must lead to better citizens in the end," he said.

Recognising that attitudes towards content and scheduling differ here from in the United States, the origin of most programmes broadcast across Jamaica, the commission has introduced more appropriate standards for the ratings.

The comprehensive changes include detailed rating advice set out by the Broadcasting Commission, including sub-categories for levels of adult content, and financial penalties for non-compliance. A category for banned programmes will also apply, although such programmes may be shown after editing to acceptable broadcast standards.

Signing the charter at the Medallion Hall Hotel, St. Andrew, yesterday, were Newton James, president of the Media Association of Jamaica, and Colin Innis, president of the Jamaica Association of Community Cable Operators.

Innis urged parents to take an active role in supervising their children's television time, noting that once the cable operators and local media had implemented the changes, "the rest will rely on responsible parenting."

He highlighted ways in which cable operators may adjust to the new standards, including the development of channel packages designed with specific audiences in mind and the official marketing of "trap" boxes that can block certain channels.

The new charter is the result of several months of national consultation by the Broadcasting Commission. The opinions of 2,000 Jamaicans were canvassed in a survey that indicated overwhelming support for a more responsible approach to broadcasting.

According to Don Anderson, media market researcher, half of those interviewed believe they are seeing more sex, violence and hearing more adult language in the media now than last year. Seventy-eight per cent believe there is a need for overseeing exposure to adult content and over two-thirds felt regulation was necessary.

The charter heralds a new attitude toward responsible programming, including provisions that "all programmes should demonstrate respect for life", "no programme should present violence as the preferred solution to any problem" and "all programmes should depict sex as an activity requiring emotional maturity and responsible behaviour."

Laila Ismail Khan, Jamaica's UNICEF representative, congratulated the Broadcasting Commission for moving the media toward a more child-friendly era.

"The Broadcasting Commission is challenging all of us to increase accountability and to make a difference in the lives of children in this country," she stated. "The Commission should be congratulated for taking on the role of a catalyst for social transformation."

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