Kijkwijzer: warning or recommendation?
What has Kijkwijzer achieved?
Does NICAM cover the entire market?
How does classification using Kijkwijzer work in practice?
What are the criteria for the classifications based on?
Does NICAM take parents` opinions into account?
Is Kijkwijzer less strict than other countries?
Why is it that DVDs and videos sometimes have no pictogrammes, or have different ones?
Does Kijkwijzer also apply to music videos?
What about screenings of films on planes?
Who supervises NICAM and the implementation of Kijkwijzer?
How does NICAM treat games and the internet?
Kijkwijzer: warning or recommendation?
Kijkwijzer provides advice to parents. It gives a warning if a feature film, DVD production or television programme may be harmful for children up to a particular age. In addition, Kijkwijzer shows by means of pictogrammes what the principal reasons are for this warning: violence, fear, sex, bad language, alcohol and drug abuse or discrimination. Kijkwijzer is not a recommendation in terms of suitability, quality or good taste. This is not the role NICAM has been allocated by the government.
What has Kijkwijzer achieved?
• Since 2001, more than 30.000 films and television programmes have been classified.
• More than 90% of parents find Kijkwijzer useful and more than 70% use it.
• Thanks to Kijkwijzer, 40% of parents consider the potential negative effects of television programmes, films, videos and computer games on their children more often than they did before.
• Contrary to common belief, parents with a lower educational level often use Kijkwijzer; even more often in fact, than parents with an academic education.
• The introduction of Kijkwijzer has led to a considerable tightening up of the 16-year age limit in cinemas and in the sale and rental of DVDs and games.
Does NICAM cover the entire market?
NICAM covers the entire cinema and television sector. A small section of the DVD market is not covered, however. Partly because a small number of distributors are not affiliated to NICAM or the industry organisation and partly because of parallel imports from outside of the Netherlands. NICAM has no instruments at its disposal to force companies to affiliate and has already pointed this out to the government and asked for support.
How does classification using Kijkwijzer work in practice?
The classification of audiovisual productions is done by the suppliers themselves. They employ coders for this; in total, there are more than 250 coders active with suppliers. They are trained and educated by NICAM. These coders do not themselves allocate an age category to the productions, however. They answer questions on the content of the production in question through a special internet site, using an extensive questionnaire. The NICAM system then determines the final classification on the basis of the answers given, and this is then included in a central database.
What are the criteria for the classifications based on?
The Kijkwijzer system is based on scientific knowledge of the potential harm images can do, which makes the classifications more objective and increases their applicability. The Kijkwijzer system is flexible, follows new scientific insights and responds to new developments in media supply. The experts working on this are closely involved with the subject and are the cream of their field in the Netherlands.
Does NICAM take parents’ opinions into account?
Right from the start, the wishes and opinions of parents have guided the realisation and development of the system. After all, the system can only succeed if it fullfils the users’ requirements. Parents’ opinions were constantly ascertained by means of consumer research. Parents expressed a desire to be informed of the content of media products, particularly in relation to violence, frightening scenes, sex, discrimination, drug abuse and strong language, as these were the areas about which they were most concerned. Parents were also involved in the implementation of Kijkwijzer through the independent advisory committee.
Is Kijkwijzer less strict than other countries?
International comparisons made by independent foreign institutions, such as the European Commission and the German classification institute FSF, show that the Kijkwijzer classifications are at a comparable level to those in England, Germany, Scandinavia and Austria, and in a number of cases are in fact even stricter.
Why is it that DVDs and videos sometimes have no pictogrammes, or have different ones?
Kijkwijzer was introduced in the DVD and video sector on January 1st 2002. Sometimes, older productions without Kijkwijzer, or with a different pictogramme, can still be found in video (rental) shops. Sometimes, the pictogrammes are missing because a distributor does not wish to affiliate to Kijkwijzer or because it is a parallel import, without a distributor in the Netherlands being involved. NICAM is consulting with the government on this undesirable situation.
Does Kijkwijzer also apply to music videos?
Music video broadcasters in the Netherlands use Kijkwijzer, just like the other TV channels. All music videos are assessed using the Kijkwijzer classification system and are allocated a recommended age category. This recommended age category is associated with a broadcast time. This means that, for example, a video with the recommended age category 12 years cannot be broadcast before 20.00 hours and, and one with the recommended age category 16 years cannot be broadcast before 22.00 hours. The music video broadcasters adhere to this and do not broadcast these videos during the day. NICAM seldom receives complaints about this. Unlike with ordinary TV programmes, the Kijkwijzer recommended ages and pictogrammes are not displayed with the videos. This would not be practical owing to the short duration of the videos. In actual fact, the Netherlands is the only country worldwide in which music videos are structurally assessed.
What about screenings of films on planes?
NICAM has looked into the policies of the various Dutch airlines in relation to the screening of films during flights and the protection of children against potentially harmful visual material. For intercontinental and European flights, there are generally two different systems in place: the general system whereby the films are shown in the aisles (overhead screens), and the ‘personal entertainment system’.
General system
Transavia only uses the general, overhead system. A flyer states the titles of the films and shows the All Ages icon. All films shown are suitable for viewers of all ages – i.e. they contain no sex or violence. Most of these films are Hollywood productions of which a special edited version of which is made for the airlines.
KLM still has 22 aircrafts with this type of general system, but these are nearing retirement. In its choice of films, KLM takes account of the different cultures represented among its passengers. KLM no longer shows films or series during European flights.
Martinair’s Economy Class also uses the general system. The children’s selection is shown first on the overhead screens – this consists of two cartoons, followed by a series such as Friends or a family film. The audiovisual product is suitable for all ages. At the beginning of the flight, a magazine is handed out, which informs the passengers that they can also hire a personal player.
Arkefly shows films on overhead screens on its European flights. The programme depends on the duration of the flight and always has a very mild character, in view of the large numbers of families who fly with Arkefly. Children’s films and series such as Friends are shown.
Personal entertainment system
KLM, Martinair and Arkefly carry a personal interactive entertainment system on their intercontinental flights. These systems contain a broad range of productions; family films, games, music videos, feature films and documentaries. Each passenger can make a choice from the selection and watch this on a small, personal screen.
KLM and Arkefly both allow parents to designate seats for their children if they wish so; only children’s content is then shown for these seats. The parents are made aware of this option when they switch the entertainment system on. The stewards also point this possibility out to the parents in person when they pass through the cabin. In addition, KLM shows graphics before the film starts, informing viewers of the content elements and giving a brief description. With Arkefly, passengers have to hire these screens.
Martinair shows the American rating prior to screening a film, and a synopsis is given in three languages. There is also a separate channel for children. Parents’ attention is drawn to this children’s channel as soon as they switch the digiplayer on; this is also announced in the introduction at the beginning of the journey, and the stewards also make sure parents are aware of this.
Who supervises NICAM and the implementation of Kijkwijzer?
First and foremost, it is the consumers themselves who supervise the correct implementation of Kijkwijzer. If they are not in agreement with a classification or have any other complaints, they can contact NICAM’s independent Complaints Committee. Those who breach the rules risk sanctions up to a maximum of €135,000.
The government has recognised NICAM on the basis of an article in the Media Act. The Media Authority supervises the implementation of Kijkwijzer on behalf of the government. The Authority reports to the Cabinet annually.
The government has carried out intensive testing and evaluation of NICAM and Kijkwijzer during recent years. As part of this, in December 2005 the report ‘Wiser Viewing’ (Dutch: ‘Wijzer Kijken’) by the Committee on Youth, Media and Violence appeared. This committee, established by the Cabinet, issued a positive endorsement of NICAM.
In the opinion of the audiovisual sectors cooperating within NICAM, the protection of children against harmful film and television productions is in the interest of society in general. Along with the Committee on Youth, Media and Violence and the European Commission, NICAM considers it of importance that the government remains involved in the implementation of Kijkwijzer.
How does NICAM treat games and the internet?
The classification of games has been the subject of European regulation since 2003. This is done in the form of self-regulation, with NICAM and Kijkwijzer acting as an example. NICAM is also the implementer of this system, which has been given the name PEGI. Although the internet is not formally part of its area of operations, NICAM is involved in national and international consultations.
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