Will it play in Washington? (infomercial producers accused of targeting children)(special section: Infomercials)

Broadcasting & Cable, October, 1993 by Scully, Sean

Infomercial producers search for ways to reach children's market, avoid long arm of federal regulators Call it what you want--as long as you don't call it an infomercial. Horizon Media of New York says that it's gotten a bum rap over a plan to create an hour-long paid program featuring kids' toys.

The so-called Story Gram format will be built from 12 three-minute segments showing children playing with various toys in realistic situations, says Ronald Tuchman, executive VP of Horizon's subsidiary Horizon Kid Media. Unlike traditional infomercials, Tuchman says, the show won't feature a direct-response component: You can't go to the phone and order now while supplies last. He defends the program from charges that it illegally targets children,...

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