A leading producer of children's animated television shows is promising to develop cartoons with a conscience.
DIC Entertainment unveiled a "code of standards" Tuesday to guide writers and directors toward story lines that enhance children's self-esteem, foster cooperative behavior and offer conflict resolution other than violence."We've always tried to be sensitive," said DIC President Andy Heyward. "The code is going to help us be more diligent," said Vice President Robby London.
In the preamble of its code, the company calls on TV's creative community "to be sensitive to the special developmental needs of children, and also to be aware of the unique role that television plays in their lives."
Among DIC's cartoons are "Captain Planet," "Dennis the Menace," "Sonic, the Hedgehog," "Where in the World is Carmen Sandiego," "Hurricanes," "Ghostbusters" and "Inspector Gadget."
The Burbank, Calif.-based company produces about 200 TV cartoon shows a year, more than Disney, Hanna-Barbera and Warner Bros. combined.
London and Heyward were in Washington to meet with officials of the National Education Association, which, along with the University of California-Los Angeles Graduate School of Education, helped the company create the code.
The two executives said it fills a void in the home video, cable TV and syndication market. Cartoons on the four broadcast networks - ABC, CBS, NBC and Fox - are covered by internal divisions of standards and practices. DIC produces cartoons for all the markets.
NEA President Keith Geiger praised the company, saying it "has taken the initiative and responded to what educators and the public see as a major problem."
Among the standards:
- Story lines should enhance self-esteem and foster cooperative behavior.
- Dangerous stunts that can be imitated by children should be avoided.
- Conflict situations should be resolved using dialogue, negotiation and mediation.
- Anti-social behavior should not be portrayed as glamorous or acceptable.
- Violent behavior should only be shown when the dangerous and negative consequences are clearly and realistically depicted.