CME targets toy companies and TV. (Center for Media Education targets relationship between broadcasters and toy companies for antitrust investigation)(Brief Article)

Broadcasting & Cable, February, 1996 by Littleton, Cynthia

A Washington-based media watchdog group is expected to ask the Federal Trade Commission this week to widen its antitrust investigation of the toy industry to probe the relationship between broadcasters, syndicators and ad agencies representing toy companies. The Center for Media Education is taking aim at what the group calls "kidola," which many in the industry acknowledge has become standard practice: guaranteeing stations ad dollars in exchange for clearing shows in the top markets.

The FTC has been investigating antitrust issues on the retail side of the toy business for the past two years. "Broadcasters are acquiescing [sic] their programing responsibilities to toy companies," says Jeff Chester, executive director of the CME, which has been studying...

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