Derek Jeter Hits Home Run With Parents in New ESRB Campaign

Public Service Announcement Helps Parents Choose Video and Computer Games

That are Right for their Kids



Apr 26, 2001, 01:00 ET from Entertainment Software Rating Board

    NEW YORK, April 26 /PRNewswire/ -- With baseball season now in full swing,
 New York Yankee shortstop Derek Jeter is covering more than the infield.  In a
 new public service announcement (PSA) for the Entertainment Software Rating
 Board (ESRB), Jeter urges parents to "check the rating" when choosing video
 and software games for their children.
     "Derek Jeter drives our message home to parents," said ESRB President
 Arthur Pober.  "When parents check the ratings, they can learn whether a
 computer or video game is right for their home."
     The Jeter PSA is a new element in ESRB's ongoing campaign to raise
 awareness and use of its computer and video game rating system.  The campaign
 also features an Internet rating search engine on the ESRB Web site and
 partnerships with retailers around the country.  The retailers' participation
 in the program represents 75 percent of the nation's video game sales.
     Jeter is the second world-class sports celebrity to appear in an ESRB PSA,
 joining golfer Tiger Woods.  In the new PSA featuring Jeter, viewers learn
 that not every sport is appropriate for the 2000 World Series(R) MVP, just
 like not every video and software game is appropriate for every game player.
     "I love sports," Jeter says.  "But you've gotta know what games are right
 for you.  Same with computer and video games.  That's why parents should make
 sure each game is right for their kids."  Jeter, an avid video game player,
 agreed to help the campaign at the request of Acclaim Entertainment, a
 entertainment software maker known for its sports-themed games, including All-
 Star Baseball 2002.
     ESRB ratings have two parts -- rating symbols that indicate the age group
 for which each game may be suitable, and "content descriptors" that provide
 detailed information about the game's content.  The campaign's content-
 specific Web search engine (http://www.esrb.org ) gives parents the ability to
 search for games with certain ratings, and include -- or exclude -- certain
 content elements.
     "The industry is committed to making sure parents know about and use the
 ESRB rating system," said Doug Lowenstein, President of the Interactive
 Digital Software Association (IDSA), the trade group representing computer and
 video game makers.  "This PSA, and the earlier one featuring Tiger Woods,
 bring that commitment to life."
     Four of the largest national game retailers -- Babbages, Best Buy,
 Blockbuster and Wal-Mart -- plan to air the campaign's public service
 announcement on their in-store networks.
     "Wal-Mart has worked hard to educate our customers on the ESRB video game
 rating system and is proud to continue in this education process by
 broadcasting Derek Jeter's PSA on the televisions we have located throughout
 our Wal-Mart stores," said Keith Morris, Director of Community Affairs for
 Wal-Mart.  "With our Wal-Mart television network, we have the capacity to
 share this announcement with the more than 100 million customers who shop in
 our stores each week."
     "Blockbuster is committed to working in partnership with our members to
 ensure that our younger customers have access to the movies and games their
 parents feel are appropriate," said Joyce Woodward, Senior Vice President and
 General Merchandising Manager for Blockbuster Inc.  "This PSA allows us to
 continue to educate our members on the rating system and further supports our
 goal to work hand-in-hand with parents on this matter."
     Charlotte Frank, ESRB advisory board member, Regent for the State of New
 York and Vice President, Research and Development for McGraw-Hill Education of
 the McGraw-Hill Companies said, "We are proud to support ESRB because it
 shares McGraw-Hill Education's goal to provide parents with educational
 information that helps ensure their children use appropriate materials."
     The ESRB is an independent, non-profit organization established in 1994 by
 the interactive media industry.  To date, ESRB has rated more than 7,000
 computer and video games.  The ESRB also rates Internet games and interactive
 Web sites.
     Three trained reviewers from all walks of life rate each game.  The
 system's advisory board includes representatives from the Consumer Federation
 of America, KIDSNET, Children's Television Workshop, The McGraw-Hill Companies
 and the National Association of Elementary School Principals, among others.
     Parents and other consumers can learn more about the ESRB ratings and use
 the Web resource at http://www.esrb.org .  The Web site is available in
 English and French.  Consumers also can learn more about game ratings by
 calling toll free 800-771-3772.
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X26413657
 
 

SOURCE Entertainment Software Rating Board
    NEW YORK, April 26 /PRNewswire/ -- With baseball season now in full swing,
 New York Yankee shortstop Derek Jeter is covering more than the infield.  In a
 new public service announcement (PSA) for the Entertainment Software Rating
 Board (ESRB), Jeter urges parents to "check the rating" when choosing video
 and software games for their children.
     "Derek Jeter drives our message home to parents," said ESRB President
 Arthur Pober.  "When parents check the ratings, they can learn whether a
 computer or video game is right for their home."
     The Jeter PSA is a new element in ESRB's ongoing campaign to raise
 awareness and use of its computer and video game rating system.  The campaign
 also features an Internet rating search engine on the ESRB Web site and
 partnerships with retailers around the country.  The retailers' participation
 in the program represents 75 percent of the nation's video game sales.
     Jeter is the second world-class sports celebrity to appear in an ESRB PSA,
 joining golfer Tiger Woods.  In the new PSA featuring Jeter, viewers learn
 that not every sport is appropriate for the 2000 World Series(R) MVP, just
 like not every video and software game is appropriate for every game player.
     "I love sports," Jeter says.  "But you've gotta know what games are right
 for you.  Same with computer and video games.  That's why parents should make
 sure each game is right for their kids."  Jeter, an avid video game player,
 agreed to help the campaign at the request of Acclaim Entertainment, a
 entertainment software maker known for its sports-themed games, including All-
 Star Baseball 2002.
     ESRB ratings have two parts -- rating symbols that indicate the age group
 for which each game may be suitable, and "content descriptors" that provide
 detailed information about the game's content.  The campaign's content-
 specific Web search engine (http://www.esrb.org ) gives parents the ability to
 search for games with certain ratings, and include -- or exclude -- certain
 content elements.
     "The industry is committed to making sure parents know about and use the
 ESRB rating system," said Doug Lowenstein, President of the Interactive
 Digital Software Association (IDSA), the trade group representing computer and
 video game makers.  "This PSA, and the earlier one featuring Tiger Woods,
 bring that commitment to life."
     Four of the largest national game retailers -- Babbages, Best Buy,
 Blockbuster and Wal-Mart -- plan to air the campaign's public service
 announcement on their in-store networks.
     "Wal-Mart has worked hard to educate our customers on the ESRB video game
 rating system and is proud to continue in this education process by
 broadcasting Derek Jeter's PSA on the televisions we have located throughout
 our Wal-Mart stores," said Keith Morris, Director of Community Affairs for
 Wal-Mart.  "With our Wal-Mart television network, we have the capacity to
 share this announcement with the more than 100 million customers who shop in
 our stores each week."
     "Blockbuster is committed to working in partnership with our members to
 ensure that our younger customers have access to the movies and games their
 parents feel are appropriate," said Joyce Woodward, Senior Vice President and
 General Merchandising Manager for Blockbuster Inc.  "This PSA allows us to
 continue to educate our members on the rating system and further supports our
 goal to work hand-in-hand with parents on this matter."
     Charlotte Frank, ESRB advisory board member, Regent for the State of New
 York and Vice President, Research and Development for McGraw-Hill Education of
 the McGraw-Hill Companies said, "We are proud to support ESRB because it
 shares McGraw-Hill Education's goal to provide parents with educational
 information that helps ensure their children use appropriate materials."
     The ESRB is an independent, non-profit organization established in 1994 by
 the interactive media industry.  To date, ESRB has rated more than 7,000
 computer and video games.  The ESRB also rates Internet games and interactive
 Web sites.
     Three trained reviewers from all walks of life rate each game.  The
 system's advisory board includes representatives from the Consumer Federation
 of America, KIDSNET, Children's Television Workshop, The McGraw-Hill Companies
 and the National Association of Elementary School Principals, among others.
     Parents and other consumers can learn more about the ESRB ratings and use
 the Web resource at http://www.esrb.org .  The Web site is available in
 English and French.  Consumers also can learn more about game ratings by
 calling toll free 800-771-3772.
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X26413657
 
 SOURCE  Entertainment Software Rating Board