The NICAM approach


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The NICAM approach
Wim Bekkers

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  • 1. 2. Ideal submission includes: Video footage, ESRB + timeline Manual Game (English version) script Walkthrough Cheatcodes 3. In case of 3+ no yes answers to the questionnaire Always on a physical data carrier Stress the fact that they must illustrate your ‘yes’ answers to the questionnaire. (ESRB + timeline) or short clips 4. DS and DSi games cartridges Make available via Ftp if you don’t have one please contact Lodewijk Schuring
  • The NICAM approach

    1. 1. PREVENTION STRATEGIES: The NICAM approach Netherlands Institute for the Classification of Audio-visual Media Wim Bekkers
    2. 2. WHAT IS NICAM? <ul><li>Foundation started operations in 2000 </li></ul><ul><li>Unites all public service and private television channels </li></ul><ul><li>3 National PSB channels </li></ul><ul><li>10 National private channels </li></ul><ul><li>The regional and local TV channels </li></ul><ul><li>Plus the film-, DVD-, game sectors and mobile phone operators </li></ul>
    3. 3. NICAM background <ul><li>Agreement between Dutch government and audio-visual media with the aim of protecting children from harmful content (in line with EC Directive TVWF) </li></ul><ul><li>Legal basis in Media act, official recognition in 2001 </li></ul><ul><li>Government is ‘delegating’ responsibility to the media </li></ul><ul><li>Media responsible to set up uniform system of content classification </li></ul><ul><li>To inform consumers – parents – in a uniform and recognisable way </li></ul><ul><li>Form of co-regulation (50/50 budget sharing) </li></ul>
    4. 4. NICAM SYSTEMS <ul><li>For Television, film, DVD: </li></ul><ul><li>One national uniform classification and information system </li></ul><ul><li>Kijkwijzer: ‘watch wiser’/’viewing guide’ </li></ul><ul><li>Click </li></ul>
    5. 5. NICAM SYSTEMS <ul><li>One uniform set of criteria for classification based on empirical research; academic experts committee </li></ul><ul><li>The classification system is an extensive questionnaire, that is online available: see for all details (in English language) </li></ul><ul><li>The classification of audio-visual products is the work and responsibility of coders (self coding) </li></ul><ul><li>Coders are employees of the associated TV stations and distributors </li></ul>
    6. 6. NICAM SYSTEMS <ul><li>For games in the Netherlands and Europe: </li></ul><ul><li>One European uniform classification and information system </li></ul><ul><li>PEGI and PEGI Online </li></ul><ul><li>Pan-European Game Information </li></ul><ul><li>PEGI was derived from the Kijkwijzer/NICAM system </li></ul>
    7. 7. PROJECT Buro 240a <ul><li>Goal is to improve law enforcement Art. 240a Penal Law </li></ul><ul><li>Art. 240a prohibits access to cinema’s and selling of games, DVDs to under aged children </li></ul><ul><li>Training/instruction all relevant personel in cinema’s, shops, libraries with help of e-learning system: launch today </li></ul><ul><li>Measures for online selling </li></ul><ul><li>April 2009 – April 2012 </li></ul><ul><li>On request and financed by the government </li></ul>
    8. 8. PROJECT [email_address] <ul><li>3 Year pilot project </li></ul><ul><li>On request and financed by the government </li></ul><ul><li>September 2009 – September 2012 </li></ul><ul><li>Under construction </li></ul>
    9. 9. Definition <ul><li>A ‘suitability’ information system, providing positive recommendations for audiovisual productions that will be used as a tool for the media development for children (1.5 – 12 years) </li></ul>[email_address]
    10. 10. Some features <ul><li>Service available via website and database </li></ul><ul><li>For parents, educators and children </li></ul><ul><li>Tool for education </li></ul><ul><li>Providing multimedia offerings </li></ul>[email_address]
    11. 11. pilot 2010 <ul><li>Start pilot 2010: </li></ul><ul><li>Children in the age category 1.5 – 6 years old </li></ul>[email_address]
    12. 12. First activities <ul><li>The development of user profiles </li></ul><ul><li>The inventory, cataloging and reviewing of products </li></ul><ul><li>Building of the website </li></ul>[email_address]
    13. 13. User Profiles <ul><li>The development of the child's profiles ( 0- 12 years) in different phases of age. According to aspects as: </li></ul><ul><li>Language development </li></ul><ul><li>Socio-emotional </li></ul><ul><li>Cognitive </li></ul><ul><li>Locomotion </li></ul><ul><li>Media usage </li></ul>[email_address]
    14. 14. Products <ul><li>Television </li></ul><ul><li>Websites </li></ul><ul><li>DVD </li></ul><ul><li>Cinema movies </li></ul><ul><li>Games </li></ul><ul><li>Mobile </li></ul><ul><li>Audio books </li></ul><ul><li>Cd’s </li></ul><ul><li>Merchandising related to TV </li></ul><ul><li>Theater and events related to TV </li></ul>[email_address]
    15. 15. Criteria for evaluating products (this is the starting point which is still developing and expanding) [email_address] <ul><li>Comprehensibility </li></ul><ul><li>Connecting to the children’s world </li></ul><ul><li>Provision of appropriate role models </li></ul><ul><li>Provide entertainment </li></ul><ul><li>Provide information </li></ul><ul><li>Stimulate reflection </li></ul><ul><li>To calm the children </li></ul>
    16. 16. Website [email_address] Jasmine 3 jaar en 2 maanden Cd + boek met liedjes €9,50 te koop bij alle boekwinkels en luxere detailhandels. Musical van K3, vrijdag, zaterdag en zondag. Heineken musical hal, Amsterdam. Kaarten verkrijgbaar via 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) Mediamatch op maat week 42 Theekransje : klik hier om je mening en ervaring te delen met andere ouders.
    17. 17. <ul><li>In use since April 2003 </li></ul><ul><li>Initiated by the game industry itself </li></ul><ul><li>Goal: informing consumers about the age suitability of interactive software </li></ul><ul><li>By doing so PEGI is aiming to assist parents/educators in making sensible buying decisions. </li></ul><ul><li>Replaced national age rating systems (such as ELSPA in the UK) </li></ul>P an E uropean G ame I nformation
    18. 18. <ul><li>Voluntary system, but in practice the majority of games carries a PEGI rating </li></ul><ul><li>Supported by Sony, Microsoft, and Nintendo </li></ul><ul><li>PEGI: “controlled self regulation” </li></ul><ul><li>At a European level (main exception: Germany) </li></ul><ul><li>Greatly supported by the EC </li></ul>Background
    19. 19. Who is running the system?
    20. 20. <ul><li>Age rating: </li></ul><ul><li>Content Descriptor : </li></ul>PEGI: rating info in 2 parts:
    21. 21. How does it work? <ul><li>Registered PEGI coders </li></ul><ul><li>Secured rating website </li></ul><ul><li>Coder fills out an extensive questionnaire, online </li></ul><ul><li>This deals with several topics, among which e.g. bad language, violence, and sex </li></ul><ul><li>All games are examined before release by VSC and NICAM </li></ul><ul><li>PEGI license is supplied to publisher </li></ul>
    22. 22. <ul><li>Pre-screening of all games </li></ul><ul><ul><li>Work division between NICAM and VSC: </li></ul></ul><ul><ul><li>NICAM: all 3 and 7 ratings </li></ul></ul><ul><ul><li>VSC: all 12 /16 /18 ratings </li></ul></ul>
    23. 25. Hearing from the consumer… <ul><li>Questions, comments, complaints </li></ul><ul><li>+/- 850 per year </li></ul><ul><li>Submitted via online form at </li></ul><ul><li>Can lead to game examination and rating change </li></ul><ul><li>All receive a language specific answer! </li></ul><ul><li>This can lead to some strange things… </li></ul>
    24. 27. <ul><li>Number of… </li></ul><ul><li>… publishers applying PEGI </li></ul>>460
    25. 28. <ul><li>Number of… </li></ul><ul><li>… coders working on PEGI </li></ul>+/-800
    26. 29. <ul><li>Number of… </li></ul><ul><li>… ratings supplied by PEGI </li></ul>>13000
    27. 30. 48% 10% 25% 13% 4%
    28. 31. PEGI GOES ONLINE! <ul><li>An addition to ‘PEGI Classic’ </li></ul><ul><li>Labelling system for game related websites </li></ul><ul><li>Offering a seal of approval for websites that comply with the PEGI Online Safety Code </li></ul>
    29. 32. How does it work? <ul><li>1-year license </li></ul><ul><li>To companies that comply with PEGI Online Safety Code </li></ul><ul><li>PO label hyperlinks to informative website: </li></ul>
    30. 34. What does a PO label mean? <ul><li>On a website with a PO label, safety measures are in place to minimize the risks of online gaming for minors, e.g.: </li></ul><ul><li>Age rated game content only </li></ul><ul><li>Appropriate reporting mechanisms </li></ul><ul><li>Coherent privacy policy </li></ul><ul><li>Responsible advertisement policy </li></ul>
    31. 35. Indicator for online consumption Period: September 2008 – September 2009 2796 137 255 533 376 1494 Total 593 60 86% 96 60% 198 59% 62 20% 177 13% On line % 2203 77 159 335 314 1317 Off line Total PEGI rating
    32. 36. Consumption of online casual games <ul><li>Recent Dutch study concludes that almost 100% of Dutch children play online casual games </li></ul><ul><li>These are simple games, no interaction with other players </li></ul>
    33. 37. Online games as new socialization environments <ul><li>WoW, Guild Wars, City of Heroes etc. </li></ul><ul><li>These games offer large online communities and gameplay at the same time, which result in specific risks as user generated content, chat, communication </li></ul>
    34. 38. Aspects analysed by the POSC code <ul><li>-Is the website subject to a Code of Conduct? </li></ul><ul><li>-Is a complaints procedure in place? </li></ul><ul><li>-Does the website have a privacy policy in place? </li></ul><ul><li>-Are the games available rated by an established </li></ul><ul><li>Europen rating system (PEGI, USK)? </li></ul><ul><li>-Is all advertising consistent with the age </li></ul><ul><li>requirements of the PEGI/USK rating systems? </li></ul>
    35. 39. Challenges regarding PEGI Online <ul><li>- Number of signatories </li></ul><ul><li>-But: big companies do have signed up, so biggest </li></ul><ul><li>marketshare is covered </li></ul><ul><li>-See for the full list </li></ul><ul><li>NICAM is now strengthening its PEGI Online team! </li></ul>