NBC'S "THE MORE YOU KNOW" LAUNCHES ITS V-CHIP PUBLIC SERVICE ANNOUNCEMENTS FEATURING KATIE COURIC
New York, April 27, 2004 - Through its esteemed public service campaign, The More You Know, NBC launched its new V-chip public service announcements - featuring "Today's" Katie Couric, this week.
The More You Know V-chip PSAs will air during NBC's primetime and late night programming, reaching an impressive 62 million viewers each week. Targeting parents and caregivers, these PSAs will reinforce the power of the V-chip, while driving viewers to a toll-free number as well as to NBC.com for more information such as parental guideline ratings for specific programs and links to V-chip instructions by manufacturer. A downloadable version of the PSAs will also be available on NBC.com (coming soon).
NBC remains committed to raising awareness about the importance of the V-chip. In 1997, NBC began broadcasting The More You Know public service announcements on the interrelated issue of parents monitoring children's viewing habits, and then in 1999, specifically aired PSAs encouraging parents to use the V-chip.
In an added effort to help parents and caregivers monitor what children are watching, NBC will soon start featuring the age-based rating, not only at the opening of each of its programs, but also near the half hour of shows one hour or longer.
The More You Know is NBC's long-standing commitment to its viewers and their communities to help educate and raise awareness of important societal issues. Since 1989, The More You Know's creative and innovative public service announcements have effectively communicated messages ranging from domestic abuse to designated driver. The PSAs encourage action and involvement through hotline numbers and a website address which guide viewers to local agency contacts. The PSAs air in all dayparts including primetime, daytime, late night and Saturday morning. Under the banner of The More You Know, affiliate stations produce PSAs that address topics of local concern. Stations implement numerous community outreach activities such as adopt-a-school initiatives and health and education fairs. The More You Know is the longest-running, most comprehensive network public service campaign in the media landscape.
NBC'S "THE MORE YOU KNOW" LAUNCHES ITS 2003-04 SEASON OF NEW PUBLIC SERVICE ANNOUNCEMENTS FOCUSING ON CHILDREN
New York, October 28, 2003 - NBC's esteemed public service campaign, The More You Know, is entering its 15th year of delivering powerful messages that make a difference in communities across the country. The Emmy and Peabody award-winning campaign kicks off its fall season of newly produced public service announcements (PSAs) on October 31st during Dateline, 8-10 PM ET.
Because the need to protect our children has never been greater, the latest slate of The More You Know PSAs reinforce the importance of providing safe, loving and nurturing environments for children. Campaign topics include internet safety, parental involvement in education, reading, the importance of mentoring, and talking with children about critical issues such as prejudice, violence and substance abuse.
NBC stars participating in this year's The More You Know campaign include: David Schwimmer (Friends), Eric McCormack (Will & Grace), Alex Kingston, Goran Visnjic and Ming-Na and Sharif Atkins (ER), Mariska Hargitay and Christopher Meloni (Law & Order: SVU), Joshua Malina (The West Wing), Sarah Chalke (Scrubs), Gail O'Grady and Brittany Snow (American Dreams), and Brian Williams (NBC News).
"As a television actor, there's a power you're given to use your image to do something valuable. As a parent, these messages are particularly important to me," says Will & Grace's Eric McCormack.
"I've seen the results first hand," says Friends' David Schwimmer. "I met a father who told me how a spot I did on internet safety last year impacted him. He then made an effort to sit down and talk to his kids about where they were going online ...something he had never done before! So, I know they work!"
"I'm so passionate about 'The More You Know' because it not only raises awareness about critical issues such as child abuse and sexual assault, but also because it sends a message of hope and empowers viewers to take action," says Law & Order: SVU's Mariska Hargitay.
"I am thankful to a network that does more than entertain," says ER's Ming-Na. "These spots have a very positive impact on viewers, and serve as a constant reminder of what to do and how to treat people...I love them!"
"The spots can influence...if they touch one person to not start smoking...that means so much!" says American Dreams' Brittany Snow.
"We're very fortunate to have such an impressive group of talent from the NBC family lending their support in making children a priority in this country," said the campaign's Executive Producer, Susan Haspel, Vice President of Community Relations and Public Affairs for NBC. "It is critical that we continue to provide valuable information to parents, caregivers and youth about issues that affect their daily lives."
This year's campaign, as in the past, will boast a number of highly effective partnering organizations, which provide guidance and support through toll-free #s featured in the PSAs, as well as links on The More You Know's comprehensive website (nbc.com/tmyk). Partnering organizations include: United States Department of Education, United States Department of Health and Human Services, United States Department of Transportation/National Highway Traffic Safety Administration, Centers For Disease Control and Prevention/Office on Smoking and Health, Anti-Defamation League, Kaiser Family Foundation/Children Now, National Center For Missing and Exploited Children, Rape, Abuse & Incest National Network, National Mentoring Partnership, Childhelp USA, and Mothers Against Drunk Driving.
Additionally, each week, The More You Know PSAs are incorporated into the Saturday morning Discovery Kids on NBC programming. Speaking directly to teens, these messages focus on tolerance, staying in school, and other relevant issues.
The More You Know is NBC's long-standing commitment to its viewers and their communities to help educate and raise awareness of important societal issues. Since 1989, The More You Know's creative and innovative public service announcements have effectively communicated messages ranging from domestic abuse to designated driver. The PSAs encourage action and involvement through hotline numbers and a website address which guide viewers to local agency contacts. The PSAs air in all dayparts including primetime, daytime, late night and Saturday morning. Under the banner of The More You Know, affiliate stations produce PSAs that address topics of local concern. Stations implement numerous community outreach activities such as adopt-a-school initiatives and health and education fairs. The More You Know is the longest-running, most comprehensive network public service campaign in the media landscape.
Susan Haspel, NBC Community Relations
susan.haspel@nbc.com
Maryann Ridini, Ridini Entertainment Corporation
maryann@ridinientertainment.com
