Whatever happened to the V-chip? Ushered into the world in 1996 by an act of Congress, it was immediately hailed by a host of pro-family advocates and Vice President Al Gore. Behold, they said, a $3 gizmo that will let parents block any TV shows that exceed their personal thresholds for sex, violence and adult language. Set it once and walk away - the V-chip does the rest. Not everyone was overjoyed by this technical miracle mandated by Uncle Sam. Hollywood cried censorship, while the makers of TVs grumbled about having to install something that actually prevented people from watching TV. Now, four years later, it looks like the naysayers are having their way. Somehow, the V-chip has become the red-headed stepchild of the television business, ignored and overlooked despite being built into every new TV set sold in the U.S. Here's the latest sign of the V-chip's identity crisis: Nearly two out of five parents don't even know what it is. That's the finding of a study published earlier this month by the Menlo Park, Calif.-based Kaiser Family Foundation, a leading proponent of V-chip use. To counter that, the Odyssey Network (which is part-owned by Hallmark Entertainment), RCA and Circuit City stores announced a V-chip awareness campaign earlier this month. The companies will reissue 720,000 copies of a booklet, printed last year by the Kaiser Foundation and the Center for Media Education, telling parents about the device and how to use it. The booklets bear the image of Kermit the Frog, the campaign's "V-chip spokesfrog." Meanwhile, the government's "V-chip czar" - who wields only slightly more power than a "spokesfrog" - fired off a memo to the TV networks April 4, pleading with them to "recommit themselves to educating parents about the V-chip." That seems unlikely. Nothing would please the networks more than to see the demise of the V-chip. Having lost much of their audience to cable, the notion of losing millions more potential viewers to an electronic nanny would have their ad sales staffs reaching for the Maalox. One "bad" rating (an "adults only," for example) and a program could be instantly wiped off the TV screen in millions of homes. It's no surprise, then, to learn that in the first three months of 2000, the four networks aired announcements about the V-chip exactly 59 times, or roughly 90 seconds' worth per week, according to numbers released by the Federal Communications Commission. Of those 59 spots, CBS aired 54; NBC, ABC and Fox combined aired five. For those of you with new TV sets (and who weren't watching CBS), you'll find the V-chip controls through the same menu system you use to adjust the picture, captioning and other settings on your TV. Menus vary, but most refer to V-chip settings as "parental controls." I've used them, and they're a snap to set up. I've also hauled a TV out to speaking engagements and handed the remote to audience members. They've figured it out, too. But figuring out the V-chip and putting it to good use are two different things. The technology is useless without the "TV ratings" you see on-screen every 30 minutes or so. The rating is encoded into the TV signal, enabling the V-chip to check its own settings against the rating. For example, if the parent has set the threshold at "TV-PG," and a show comes in with a "TV-14" rating, it's blocked. Only someone who knows the password to the TV set can watch that show. There are also content-based ratings for sex (S), racy dialogue (D), violence (the "V" in V-chip) and so on. Broadcasters began voluntarily airing the ratings in 1997, though not without a fight. The cable industry, which is supported mainly by subscriber fees, has been more supportive of TV ratings and the V-chip. Currently, though, the ratings system is so glitch-riddled as to be almost unusable. Two studies in the last two years found that the vast majority of shows with sexual and violent content weren't being tagged as such. Even if ratings were more accurate, it's unclear parents would notice: Just 4 percent of those surveyed a year ago by the Kaiser Foundation knew that the "FV" rating stood for fantasy violence - the only rating for violent content approved for use in children's shows. Then there's the problem of cable companies that garble the ratings-encoded part of the signal. A college professor in Wisconsin recently found her V-chip wasn't blocking "South Park," the potty-mouthed cartoon on Comedy Central, because somewhere in the transmission the show's "TV-MA" (adults only) rating had been lost. Parents also may be surprised to learn that newscasts are exempt from ratings. You can solve that problem by programming your set to simply block all unrated shows - but that will knock out sporting events, too. Perhaps the V-chip's biggest drawback is that it is hard-wired into TV sets and thus into history. Other parental controls, such as those offered by cable companies and satellite-dish systems, are software-driven, which means a future software designer could improve them, then download the new program to subscribers. For instance, HBO and Showtime, in addition to the standard TV ratings, have extra codes that distinguish between mild and graphic violence. The V-chip doesn't recognize them and never will. And because the V-chip is a single standard imposed across all TV models, it breaks a cardinal rule of retail sales: Always have a feature the other guy doesn't - or, if you've both got the feature, make yours better. In my visits to showrooms, I've found that salespeople can go on all day about the virtues of various TV models. But few of them know much about "parental controls" and none of them ever brings it up. In its current design, the V-chip seems unpromotable. That's not stopping Gloria Tristiani, the aforementioned "V-chip czar" and FCC commissioner. When I spoke with her last year, she pointed to surveys showing that three-quarters of parents would use the TV controls if they were offered. "But I can't expect people are going to buy a set because there's a V-chip," Tristiani said. "We need time to gauge what the acceptance level is, and by time I mean years." Years? That sounds like a timetable devised by enemies of the V-chip, not its chief proponent. At that rate, it may not be long before "parental controls" joins brightness and contrast as yet another ubiquitous, little-used and mostly forgotten setting on the TV set. (The booklet "A Parent's Guide to the TV Ratings and V-Chip" is free by calling (800) 656-4533.) To reach Aaron Barnhart, phone (816) 234-4790 or visit the TV Barn Web site at www.tvbarn.com THE RATINGS Children's shows only: TV-Y: Appropriate for all children. Themes and elements designed for viewers ages 2-6. TV-Y7: Program aimed at children 7 and older. May include mild fantasy violence (FV) or may frighten children younger than 7. General audiences: TV-G: Suitable for all ages. Little or no violence, no strong language and little or no sexual dialogue. TV-PG: Parents may want to watch this show with their younger children. May contain moderate violence (V), sexual situations (S), infrequent coarse language (L) or suggestive dialogue (D). TV-14: Many parents would find show unsuitable for children younger than 14. May include intense violence (V), intense sexual situations (S), strong coarse language (L) or intensely suggestive dialogue (D). TV-MA: This program is specifically designed to be viewed by adults. May be unsuitable for children younger than 17. Family pics You don't need a V-chip in your house to select high-quality TV shows the whole family can watch. In the April 15 issue of TV Guide, the editors picked their top 10 family shows currently airing on broadcast and cable: 1. "SpongeBob SquarePants" (airs often on Nick) 2. "Kids Say the Darndest Things" (7 p.m. Fridays, CBS, Channel 5) 3. "Wishbone" (3:30 p.m. weekdays, PBS, Channel 19) 4. "Who Wants to Be a Millionaire" (airs often on ABC, Channel 9) 5. "Kenan & Kel" (4:30 p.m. weekdays, Nick) 6. "Disney's Hercules" (syndicated; not airing in KC) 7. "Sabrina, the Teenage Witch" (8 p.m. Fridays, ABC, Channel 9) 8. "Zoboomafoo" (10 a.m. weekdays, PBS, Channel 19) 9. "7th Heaven" (7 p.m. Mondays, WB, Channel 62) 10. "So Weird" (Disney Channel; not currently airing) And while they were at it, the editors chose 10 top classic videos for kids: 1. "Alice in Wonderland" 2. "Babe" 3. "E.T." 4. "The Fox and the Hound" 5. "Mary Poppins" 6. "The Muppet Movie" 7. "101 Dalmatians" 8. "The Parent Trap" 9. "Time Bandits" 10. "Toy Story" @ART CAPTION:THE RATINGS @ART:Graphic @ART CREDIT:Source: TV Parental Guidelines (www.tvguidelines.org) @ART:Graphic (color illustration) @ART CREDIT:BRIAN A. 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