Today, toymaker Hasbro Inc and the cable-TV programmer Discovery Channel announced that they will form a joint venture to create a TV network and website with new programming based on Hasbro toys and games.  The following is the statement of CCFC Director Dr. Susan Linn:

This partnership represents a new low in children’s television, a network devoted to showing infomercials for Hasbro’s toys and games.   It will make a mockery of existing ad limits and the current prohibition of product placement in children’s television.

The planned network is the latest indication that the deregulation of children’s television has been an unmitigated disaster for children and families; no longer do companies feel compelled to even pretend that their programming is beneficial for children or about anything but pushing product.  We hope that the FCC takes a long, hard look at this new venture as they consider whether their current restrictions on embedded advertising are adequate to protect children.