Moore testifies Before the Senate

Peter Moore, president and CEO of Sega of America, testified before the Senate Commerce Committee on Wednesday in response to the recent FTC report that claims that the entertainment industries (movies, music, and video games) are intentionally targeting violent media at younger audiences. In addressing the committee, Moore cited the fact that Sega introduced a voluntary ratings system in 1993, before the formal establishment of the current ESRB ratings system. He feels that the "expectations and criticisms" of the FTC report are based on "unrealistic assumptions."

"On page 47's analysis of the industry's print advertising in gaming publications, I will find it extremely difficult to justify banning M-rated game titles from a magazine that has over half of its readership aged 17 or older," Moore noted. "It is neither practical nor fair to imply that we should bypass advertising media targeted to the gaming enthusiast simply because of the possibility of spillage to a younger demographic."

"I also take issue with the portion of the report addressing television advertising," Moore continued. "Saying that simply because we advertise during such widely popular shows as The Simpsons, The X-Files, and Baywatch that our plans are - and I quote this from the report - 'strongly suggesting that children under 17 were being targeted.' Unfortunately this information in the report is misleading"

He cited recent Nielsen ratings in pointing out that the core audiences of the television programs cited in the report are significantly over 18 years of age. Seventy-one percent of the Simpson's audience, 70 percent of the Malcom in the Middle audience, and 79 percent of the audience of the television show Friends is over 18, said Moore.

"This type of speculation is unconscionable in a document that has all the appearance of a scientific survey. These TV shows have wide, mainstream appeal, and as such, they inevitably capture some younger and older consumers than the shows' core audiences," he said.

Moore's solution to the problem of unintentional marketing to young audiences is to develop new programs with the help of retailers, legislators, and industry representatives to present consumers with a clearer idea of content suitability for video games and other entertainment products.