Nonprofits unite in STA push

WASHINGTON: More than a dozen nonprofits have teamed up to promote the Smart Television Alliance (STA), an effort to help kids watch quality TV programs.

WASHINGTON: More than a dozen nonprofits have teamed up to promote the Smart Television Alliance (STA), an effort to help kids watch quality TV programs.

Nonprofits including the National Education Association, the Parent Teacher Association, and the National Council of Women's Organizations will use internal communications vehicles to promote the group to their members, whom they hope will promote the STA to families around the country.

Funded by TiVO, the group seeks not to dictate what specific programs to watch. Instead, it looks to direct families to authoritative sources of information on what programs exist and the ones experts believe are of value. The alliance also wants to show how technology - including digital video recorders - can be used to watch programs according to individual families' schedules.

A Web site, www.smarttelevisionalliance.org, featuring links to independent media experts.

"We're not children media experts," said Christopher Turman, director of the alliance and an SVP at public affairs agency National Strategies. "We want to shine a light on people who are."

Turman said the group plans to run ads and target "mommy bloggers" and other online outlets with information and dialogue on childcare and education.

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