Children as TV victims
Farooq Sulehria
Children glued to TV screens, watching cartoon fare mostly from the US, is a common sight these days in almost every urban household in Pakistan. With the disappearance of playgrounds in the country, children have not much of a choice either. Similarly, housewives coping with daily household chores find a convenient babysitter in television. The TV as babysitter does not merely offer entertainment. It also converts them into future consumers, catching them young.
I realised it last year when my two-year-old daughter would recognise Disney/Donald Duck merchandise in the stores and would insist upon buying the items. We do not have a TV at home. But my daughter got to know Donald Duck & Co through YouTube. There is no escape from global TV. She made me realise that global children’s networks have to be seen as being in close collaboration with the global toy market.
While rightwing researchers and media scholars keep dismissing concerns that media advertising has any ill effects on viewers, progressive theoreticians have argued that TV is central to the expanding demand for new toys–children are most likely to buy merchandise featuring their favourite television characters and the products advertised on the channels they watch with rapt attention. Urban dwellers with young children across the globe will easily identify themselves with this.
But it’s not merely an observation. Within a fortnight of its release, Disney’s The Lion King had sold 2.88 million tickets in 11 countries. Similarly, The Rugrats, an animated film based on a serial aired by Nickelodeon, grossed $90 million in worldwide sales. Harry Potter, targeting teenagers, broke all previous records.
But it is no coincidence that the US media are targeting children. They learnt long ago that children are excellent consumers. Between 1933 and 1935, more than 2.5 million watches with the Mickey Mouse character were sold in the US. The globalisation of the media has converted children world over into potential buyers of Hollywood cartoon merchandise. US-branded toys from the store at the nearby market at any metropolis the world over. Understandably, the toy company Mattel has licensing arrangement with Walt Disney, Fox and Nickelodeon.
In this context, a research was conducted in Norway to determine how advertisement plays with the values and wants of younger children. The study was conducted among children and parents at two day-care centres in two different towns. Both towns had a similar social structure. In one town the residents had access to satellite television (and were hence exposed to commercials) while the other did not. The study revealed that parents in the town exposed to satellite television were under stronger pressure to buy children’s toys compared to the other town.
Not surprisingly, in Sweden and Norway, sponsorship of programmes for children below the age of 12 or advertisements aimed at kids below the age of 12 is prohibited. Similar restrictions have been in place in Greece, where advertising of toys on television is banned between 7 a.m. and 10 p.m. In Germany and Denmark certain toys are banned. Austria and Belgium have also regulated advertisements aimed at children. In both countries, no such advertisement is permitted five minutes before or after any programme specifically meant for children.
However, restrictions will prove useless in the face of an aggressive proliferation of children-specific channels. The more these children watch the channels, the more characters they will identify with. Hence, more identifiable toys will be staring at them from shop windows.
Children’s channels began to appear in the 1990s with the globalisation of the media. Of the 87 children’s channel worldwide in 1999 (33 of them in English), 50 were launched between 1996 and 1999 alone.
In France only, with 11 million children under 15, there are at least 11 kids-specific channels. In the US, there are 24. The four major global players in children’s television fare are also US-based: Nickelodeon (Viacom-CBS), Cartoon Network (AOL-Time Warner), Disney and Fox Family Worldwide (though Fox is now owned by Rupert Murdoch’s News Corporation). Already by 1999, Nickelodeon was reaching 137 million households in 137 countries.
The US is the world’s leading exporter of children’s TV fare. For instance, Sesame Street was reaching 115 countries and had 500 internationally licensed products some ten years ago. Most of children’s television fare is animated, and thus hardly requiring any cultural interpretation, and it therefore has universal and long-lasting shelf life. Hence, generations of children have grown up watching the same Disney classics and at least desiring, if not buying, Disney merchandise.
However, the problem with the Disney channel is not only that it stirs desires and converts children into consumers. For one thing, they don’t develop reading habits. In addition, TV addiction also has consequences for children’s health. One wonders what sort of worldview these generations will have when they become adults.
The writer is a freelance contributor.
Email: [email protected]
Source: Dawn
tricor 160mg cost fenofibrate 200mg us buy tricor pills
tricor 160mg over the counter buy fenofibrate pill buy fenofibrate paypal
ketotifen 1mg us order sinequan tofranil online order
cialis tadalafil 10mg viagra 100mg uk sildenafil 50mg drug
zaditor 1 mg pills purchase tofranil generic buy generic tofranil 75mg
acarbose price precose 50mg drug fulvicin brand
minoxytop solution order minoxidil solution buy ed medications online
acarbose online griseofulvin 250 mg pills order fulvicin pills
aspirin 75mg tablet buy lquin generic imiquimod medication
order dipyridamole online cheap buy lopid 300 mg without prescription pravachol uk
dipyridamole 100mg oral plendil 10mg for sale buy pravastatin paypal
purchase meloset online cheap buy danazol 100 mg generic cost danazol 100mg
order florinef 100 mcg online cheap order aciphex 20mg online buy loperamide 2 mg sale
florinef 100 mcg generic buy cheap generic florinef generic loperamide
order prasugrel generic order prasugrel 10mg online order tolterodine 1mg for sale
order generic monograph order cilostazol 100mg generic cost cilostazol 100mg
prasugrel over the counter thorazine 100mg cheap buy detrol 1mg generic
buy ferrous sulfate no prescription order ferrous 100mg online cheap betapace drug
buy generic ferrous sulfate purchase ferrous without prescription betapace drug
order pyridostigmine 60 mg online cheap maxalt buy online rizatriptan order
buy generic vasotec 5mg vasotec 10mg over the counter how to get duphalac without a prescription
purchase vasotec buy lactulose paypal order duphalac online
zovirax eye drops generic xeloda 500mg buy rivastigmine paypal
order prilosec order omeprazole 20mg pill purchase lopressor sale
buy premarin for sale premarin usa pfizer viagra
buy prilosec 20mg generic order montelukast 5mg without prescription metoprolol 50mg for sale
cheap cialis pill tadalafil india oral sildenafil
oral micardis hydroxychloroquine 200mg pills molnunat 200mg generic
cenforce 100mg drug cenforce usa aralen 250mg price
cialis pills 20mg buy sildenafil 100mg overnight delivery for viagra
order cenforce online cheap chloroquine over the counter aralen where to buy
purchase cefdinir generic metformin usa lansoprazole order online
buy modafinil 200mg pills modafinil 200mg brand buy deltasone 40mg online cheap
order omnicef 300 mg order glucophage 1000mg without prescription order prevacid 30mg generic
purchase isotretinoin azithromycin 250mg cost order generic azithromycin 250mg
atorvastatin 10mg without prescription buy amlodipine 5mg generic purchase amlodipine without prescription
azipro for sale prednisolone 10mg pills neurontin 800mg uk
cheap atorvastatin 20mg norvasc cost order norvasc 5mg online cheap
pantoprazole pills order phenazopyridine 200mg order pyridium 200 mg pills
free online blackjack no download casino online roulette real money buy furosemide online diuretic
purchase pantoprazole without prescription protonix 40mg sale brand pyridium 200 mg
play money poker online buy monodox generic order albuterol sale
amantadine 100mg tablet order amantadine without prescription order avlosulfon for sale
best online casino games play money poker online ivermectin 12mg for people
cheap amantadine 100 mg where can i buy avlosulfon buy avlosulfon 100 mg without prescription
free slot games online order generic augmentin 1000mg order synthroid 75mcg
buy methylprednisolone generic purchase adalat pills triamcinolone pills
buy clomid tablets serophene online buy imuran paypal
clomid 100mg price purchase isosorbide generic azathioprine 50mg uk
buy methylprednisolone 4 mg buy medrol canada buy aristocort online
levitra 10mg brand buy generic levitra over the counter tizanidine 2mg price
levitra online order lanoxin 250 mg price cost tizanidine
order aceon 4mg pill order generic clarinex 5mg allegra 180mg cost
aceon 8mg over the counter clarinex tablet buy fexofenadine generic
order phenytoin 100 mg generic oxybutynin oral buy generic oxybutynin 5mg
loratadine price buy tritace for sale order dapoxetine 30mg sale
oral baclofen 25mg purchase lioresal pill order toradol 10mg online
claritin 10mg us claritin over the counter dapoxetine 90mg cost
buy baclofen pills for sale buy generic elavil 10mg buy toradol cheap
amaryl sale purchase arcoxia online buy etoricoxib 120mg generic
cost alendronate 70mg purchase nitrofurantoin generic macrodantin 100mg cheap
brand inderal 10mg brand plavix 150mg where to buy clopidogrel without a prescription
nortriptyline cheap buy pamelor 25 mg pill acetaminophen medication
purchase orlistat for sale diltiazem 180mg us buy diltiazem generic
how to buy warfarin order paxil metoclopramide price
orlistat cheap buy orlistat 120mg generic order diltiazem
buy astelin generic buy azelastine 10 ml nasal spray purchase avalide
pepcid 20mg price buy famotidine 40mg generic tacrolimus without prescription
order astelin 10ml sprayer acyclovir 800mg cheap buy generic avalide for sale
oral esomeprazole 40mg cheap topiramate topiramate 100mg without prescription
order allopurinol 100mg pills buy allopurinol online cheap order rosuvastatin 10mg online
oral allopurinol zyloprim 100mg us rosuvastatin 20mg drug
order imitrex pill buy levaquin 500mg generic buy cheap avodart
buspar 5mg cost buspar for sale amiodarone 200mg price
purchase buspin for sale order buspar pill buy cordarone 100mg
zantac 300mg for sale order celecoxib online buy generic celecoxib for sale
motilium 10mg oral buy generic coreg over the counter how to get sumycin without a prescription
buy generic domperidone over the counter motilium online order buy cheap tetracycline
tamsulosin 0.2mg pill order ondansetron online buy simvastatin 20mg generic
buy essay now college essay writing help pay for term paper
buy spironolactone 25mg generic order valacyclovir pills propecia 5mg oral
need help writing a paper professional letter writing services best college paper writing service
buy sildenafil 50mg pill sildalis drug buy estrace 1mg generic
order diflucan 100mg online cheap cipro 1000mg for sale generic baycip
aurogra 50mg without prescription cost estradiol 2mg buy generic estradiol over the counter
buy lamotrigine 50mg pill purchase minipress sale vermox generic
brand metronidazole 400mg buy generic flagyl buy keflex 250mg pills
buy cheap lamotrigine minipress canada nemazole order
tretinoin gel brand tretinoin gel ca order avanafil 100mg without prescription
buy clindamycin no prescription buy generic clindamycin for sale fildena 50mg uk
buy retin no prescription purchase avanafil stendra price
tadalafil 10mg over the counter order tadacip for sale indomethacin without prescription
tamoxifen 10mg drug cheap betahistine 16mg symbicort online buy
tadacip cost buy tadalafil 20mg generic buy indocin 75mg online cheap
cefuroxime for sale buy generic careprost online cheap robaxin
purchase terbinafine sale free spins no deposit win real money blackjack online real money
order desyrel 50mg online clindamycin cost clindac a cheap
buy terbinafine without prescription buy terbinafine generic free slots
pay for paper writing cover letters cefixime drug
aspirin 75mg cheap online slots for real money online gambling money sports gambling
thesis website help writing an essay for college suprax 100mg cheap
affordable dissertation writing casino card games slot games online free
trimox tablet order amoxicillin 250mg buy clarithromycin paypal
amoxicillin for sale online cheap clarithromycin buy cheap generic biaxin
order calcitriol 0.25mg for sale buy rocaltrol tricor online
order catapres pills buy antivert 25mg generic oral tiotropium bromide 9 mcg
teenage acne treatment for girls trileptal pills oxcarbazepine cheap
minocycline 50mg generic cost requip order requip 2mg sale
minocycline 100mg uk minocycline sale requip 2mg pill
uroxatral 10 mg generic best over counter nausea medication immediate heartburn relief otc
order letrozole 2.5mg pills femara for sale online abilify oral
buy letrozole 2.5mg sale buy generic abilify where can i buy aripiprazole
top selling sleep aids safest prescription weight loss medication weight loss pills prescription
buy provera cheap medroxyprogesterone 5mg pill buy microzide pills
most effective quit smoking medication dmard drugs list for ra pain drugs listed for strengthen
cost provera buy generic hydrochlorothiazide online order microzide for sale
buy cyproheptadine paypal order periactin for sale buy ketoconazole 200 mg generic
where can i purchase valtrex names of antiviral medication list can insulin injections be stopped
periactin 4 mg ca nizoral 200 mg canada buy nizoral 200 mg online
cymbalta 20mg oral order generic modafinil 100mg buy modafinil generic
natural fungus killer for the human body old blood pressure medication names blood pressure medication class chart
cymbalta over the counter cymbalta 20mg generic oral modafinil 100mg
phenergan tablet order stromectol 12mg sale ivermectin cream
duodenal ulcer worse after eating prescription meds for stomach acid order cystitis treatment online
purchase promethazine online cheap medication for ed dysfunction cost of ivermectin 3mg tablets
birth control patch order online increased micturition frequency treatment more ejaculation pills
purchase prednisone sale buy amoxil 250mg pills buy amoxil 500mg online
buy zithromax 500mg without prescription order neurontin 600mg for sale neurontin online
14 day heartburn treatment prescriptions medication for bloating best medicine for stomach bloating
buy azithromycin generic buy zithromax without a prescription gabapentin 600mg brand
order urso 150mg generic order zyrtec 5mg without prescription brand zyrtec 5mg
strattera 10mg brand strattera 10mg drug order sertraline 100mg online
order furosemide pills order albuterol inhaler albuterol cost
lasix price furosemide sale generic asthma pills
escitalopram 20mg over the counter buy escitalopram 20mg pills revia 50 mg ca
augmentin for sale online clomid online buy clomiphene no prescription