Fox Jumps At Self-Imposed Ratings Other Networks Accuse Rival Of Grandstanding

The Fox network - in what appeared to be a pre-emptive strike against ABC, CBS and NBC became the first major television network to embrace a ratings system for violence and sex.

In a statement Thursday, Fox Chairman Rupert Murdoch said, “We have decided to implement the MPAA-like (Motion Picture Association of America) rating system for the TV programs on Fox. We are prepared to act unilaterally if necessary.”

The three other major networks also indicated Thursday they will consider adopting a rating system for the so-called “V-chip” which will alert viewers to whether TV shows contain explicit violence or sex.

However, Fox’s aggressive move clearly caught its competitors off-guard, and some executives privately accused the network of grandstanding.

Of the three other major networks, ABC was most cautious and even seemed to take a swipe at Fox: “The more broadly embraced any ratings sytem, the more useful it will be to the public,” a Disney/ABC spokeswoman said. “We are in discussions in an effort to see if a broad-based consensus can be reached. We hope one can, but we are not there yet.”

Until Thursday, the networks had vowed to fight any imposed ratings system, arguing that it would violate their First Amendment rights (although privately, they also are deeply concerned about its negative impact on Nielsen ratings).

President Clinton has told the major networks they must create a system compatible with the V-chip within a year or he will turn the task over the Federal Communications Commission.