The NICAM approach
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The NICAM approach

The NICAM approach
Wim Bekkers

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The NICAM approach Presentation Transcript

  • 1. PREVENTION  STRATEGIES:     The  NICAM  approach   Netherlands  Ins4tute  for  the  Classifica4on  of  Audio-­‐visual  Media   1er Congreso Internacional Menores en las TIC 1st International Congress “Minors in ICT” Educando para una Internet más segura Wim Bekkers Educating for a safer Internet Palacio de Congresos – Recinto Ferial Luis Adaro (Gijón) 27 y 28 de octubre de 2009
  • 2. Logo  del   WHAT IS NICAM? ponente     Founda.on  started  opera.ons  in  2000     Unites  all  public  service  and  private  television   channels     3  Na.onal  PSB  channels     10  Na.onal  private  channels     The  regional  and  local  TV  channels     Plus  the  film-­‐,  DVD-­‐,  game  sectors  and  mobile  phone   operators  
  • 3. Logo  del   NICAM  background   ponente     Agreement  between  Dutch  government  and  audio-­‐ visual  media  with  the  aim  of  protec.ng  children  from   harmful  content  (in  line  with  EC  Direc.ve  TVWF)     Legal  basis  in  Media  act,  official  recogni.on  in  2001       Government  is  ‘delega.ng’  responsibility  to  the   media     Media  responsible  to  set  up  uniform  system  of   content  classifica.on     To  inform  consumers  –  parents  –  in  a  uniform  and   recognisable  way     Form  of  co-­‐regula.on  (50/50  budget  sharing)  
  • 4. Logo  del   NICAM SYSTEMS ponente     For  Television,  film,  DVD:     One  na.onal  uniform  classifica.on  and  informa.on   system     Kijkwijzer:  ‘watch  wiser’/’viewing  guide’     Click  www.kijkwijzer.nl  
  • 5. Logo  del   NICAM SYSTEMS ponente     One  uniform  set  of  criteria  for  classifica.on  based  on   empirical  research;  academic  experts  commiaee     The  classifica.on  system  is  an  extensive   ques.onnaire,  that  is  online  available:  see   www.kijkwijzer.nl  for  all  details  (in  English  language)     The  classifica.on  of  audio-­‐visual  products  is  the  work   and  responsibility  of  coders  (self  coding)     Coders  are  employees  of  the  associated  TV  sta.ons   and  distributors  
  • 6. Logo  del   NICAM SYSTEMS ponente     For  games  in  the  Netherlands  and  Europe:     One  European  uniform  classifica.on  and  informa.on   system     PEGI  and  PEGI  Online     Pan-­‐European  Game  Informa.on     PEGI  was  derived  from  the  Kijkwijzer/NICAM  system  
  • 7. PROJECT   Logo  del   Buro 240a ponente     Goal  is  to  improve  law  enforcement  Art.  240a  Penal   Law     Art.  240a  prohibits  access  to  cinema’s  and  selling  of   games,  DVDs  to  under  aged  children     Training/instruc.on  all  relevant  personel  in  cinema’s,   shops,  libraries  with  help  of  e-­‐learning  system:  launch   today     Measures  for  online  selling       April  2009  –  April  2012     On  request  and  financed  by  the  government    
  • 8. PROJECT Logo  del   MediaSm@rties ponente     3  Year  pilot  project     On  request  and  financed  by  the  government     September  2009  –  September  2012     Under  construc.on  
  • 9. Logo  del   Defini3on   ponente     A  ‘suitability’  informa.on  system,  providing   posi.ve  recommenda.ons  for  audiovisual   produc.ons  that  will  be  used  as  a  tool  for  the   media  development  for  children  (1.5  –  12   years)   mediasm@r3es  
  • 10. Logo  del   Some  features     ponente   •  Service  available  via  website  and  database   •  For  parents,  educators  and  children   •  Tool  for  educa.on   •  Providing  mul.media  offerings     mediasm@r3es  
  • 11. Logo  del   pilot  2010   ponente   •  Start  pilot  2010:       Children  in  the  age  category  1.5  –  6  years  old   mediasm@r.es  
  • 12. Logo  del   First  ac3vi3es   ponente   •  The  development  of  user  profiles   •  The  inventory,  cataloging  and  reviewing  of   products   •  Building  of  the  website   mediasm@r3es  
  • 13. Logo  del   User  Profiles   ponente   •  The  development  of  the  child's  profiles  (  0-­‐  12   years)  in  different  phases  of  age.  According  to   aspects  as:   1. Language  development   2. Socio-­‐emo.onal     3. Cogni.ve     4. Locomo.on   5. Media  usage   mediasm@r3es  
  • 14. Logo  del   Products   ponente   •  Television   •  Websites   •  DVD   •  Cinema  movies   •  Games   •  Mobile   •  Audio  books   •  Cd’s   •  Merchandising  related  to  TV   •  Theater  and  events  related  to  TV   mediasm@r3es  
  • 15. Criteria  for  evalua3ng  products Logo  del     ponente   (this  is  the  star3ng  point  which  is  s3ll  developing  and   expanding)   •  omprehensibility   C •  onnec.ng  to  the  children’s  world   C •  rovision  of  appropriate  role  models   P •  rovide  entertainment   P •  rovide  informa.on   P •  .mulate  reflec.on   S •  o  calm  the  children   T mediasm@r3es  
  • 16. Logo  del   Website   ponente   Mediamatch  op  maat      week  42   Cd  +  boek  met  liedjes  €9,50  te  koop  bij   alle  boekwinkels  en  luxere  detailhandels.   Jasmine  3  jaar  en  2  maanden   Musical  van  K3,  vrijdag,  zaterdag  en   zondag.  Heineken  musical  hal,   Amsterdam.  Kaarten  verkrijgbaar  via   .cketshop.nl   Tv:  Bob  de  bouwer.  Elke  dag  van  18:00  tot   18:30  op  Nederland  3.   •                                                                                                                Film:  woensdagmiddag  van  16:00  tot   17:15  uur  op  Disney  channel  Mickey   Mouse  en  het  avontuur.  (Nederlands   gesproken)   Theekransje:   klik  hier  om  je  mening  en   mediasm@r3es   ervaring  te  delen  met  andere   ouders.  
  • 17. Logo  del   ponente   Pan  European  Game  Informa.on     •  In  use  since  April  2003   •  Ini.ated  by  the  game  industry  itself   •  Goal:  informing  consumers  about  the  age  suitability  of   interac.ve  sopware   •  By  doing  so  PEGI  is  aiming  to  assist  parents/educators  in   making  sensible  buying  decisions.     •  Replaced  na.onal  age  ra.ng  systems  (such  as  ELSPA  in  the  UK)  
  • 18. Logo  del   ponente   Background   •  Voluntary  system,  but  in  prac.ce  the  majority  of  games   carries  a  PEGI  ra.ng   •  Supported  by  Sony,  Microsop,  and  Nintendo   •  PEGI:  “controlled  self  regula.on”     •  At  a  European  level  (main  excep.on:  Germany)   •  Greatly  supported  by  the  EC  
  • 19. Logo  del   ponente   Who  is  running  the  system?  
  • 20. Logo  del   ponente   PEGI:  ra3ng  info  in  2  parts:   Age  ra3ng:   Content  Descriptor:    
  • 21. Logo  del   ponente   How  does  it  work?   •  Registered  PEGI  coders     •  Secured  ra.ng  website   •  Coder  fills  out  an  extensive  ques.onnaire,  online   •  This  deals  with  several  topics,  among  which  e.g.  bad  language,   violence,  and  sex     •  All  games  are  examined  before  release  by  VSC  and  NICAM   •  PEGI  license  is  supplied  to  publisher  
  • 22. Logo  del   ponente   Pre-screening of all games •  Work division between NICAM and VSC: NICAM: all 3 and 7 ratings VSC: all 12 /16 /18 ratings
  • 23. Logo  del   ponente  
  • 24. Logo  del   ponente  
  • 25. Logo  del   ponente   Hearing  from  the  consumer…   •  Ques.ons,  comments,  complaints     •  +/-­‐  850  per  year     •  Submiaed  via  online  form  at  www.pegi.info   •  Can  lead  to  game  examina.on  and  ra.ng  change   •  All  receive  a  language  specific  answer!     This  can  lead  to  some  strange  things…    
  • 26. Logo  del   ponente  
  • 27. Number  of…   Logo  del   ponente       …publishers  applying  PEGI                 >460  
  • 28. Number  of…   Logo  del   ponente       …coders  working  on  PEGI     +/-­‐800  
  • 29. Number  of…   Logo  del   ponente       …ra3ngs  supplied  by    PEGI   >13000  
  • 30. Logo  del   ponente   48% 25% 13% 10% 4%
  • 31. Logo  del   ponente   PEGI  GOES  ONLINE!   •  An  addi.on  to  ‘PEGI  Classic’   •  Labelling  system  for  game  related  websites   •  Offering  a  seal  of  approval  for  websites  that   comply  with  the  PEGI  Online  Safety  Code  
  • 32. Logo  del   ponente   How  does  it  work?   •  1-­‐year  license     •  To  companies  that  comply  with  PEGI  Online   Safety  Code   •  PO  label  hyperlinks  to  informa.ve  website:   www.pegionline.eu    
  • 33. Logo  del   ponente      
  • 34. Logo  del   ponente   What  does  a  PO  label  mean?     On  a  website  with  a  PO  label,  safety  measures  are   in  place  to  minimize  the  risks  of  online  gaming  for   minors,  e.g.:   -­‐  Age  rated  game  content  only   -­‐  Appropriate  repor.ng  mechanisms   -­‐  Coherent  privacy  policy   -­‐  Responsible  adver.sement  policy  
  • 35. Logo  del   ponente   Indicator  for  online  consump3on   PEGI  ra3ng   Total   Off  line   1317   314   335   159   77   2203   On  line     177   62   198     96     60   %   13%   20%   59%   60%   86%   593   Total   1494   376   533   255   137   2796   Period:  September  2008  –  September  2009  
  • 36. Logo  del   ponente   Consump3on  of  online  casual  games         Recent  Dutch  study  concludes  that  almost  100%  of   Dutch  children  play  online  casual  games     These  are  simple  games,  no  interacCon  with  other   players  
  • 37. Logo  del   ponente   Online  games  as  new  socializa3on   environments     WoW,  Guild  Wars,  City  of  Heroes  etc.     These  games  offer  large  online  communiCes  and   gameplay  at  the  same  Cme,  which  result  in  specific   risks  as  user  generated  content,  chat,   communicaCon  
  • 38. Logo  del   ponente   Aspects  analysed  by  the  POSC  code     -­‐Is  the  website  subject  to  a  Code  of  Conduct?     -­‐Is  a  complaints  procedure  in  place?     -­‐Does  the  website  have  a  privacy  policy  in  place?     -­‐Are  the  games  available  rated  by  an  established                  Europen  raCng  system  (PEGI,  USK)?     -­‐Is  all  adverCsing  consistent  with  the  age              requirements  of  the  PEGI/USK  raCng  systems?      
  • 39. Logo  del   ponente   Challenges  regarding  PEGI  Online     -­‐Number  of  signatories     -­‐But:  big  companies  do  have  signed  up,  so  biggest              marketshare  is  covered     -­‐See  www.pegionline.eu  for  the  full  list   NICAM  is  now  strengthening  its  PEGI  Online  team!