Guide for guidelines

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A five-point guide for advertisers in response to the upcoming rating of TV programs was proposed today by Betsy Frank, exec VP-strategic media resources for Zenith Media Services. The points are: Respect your own guidelines; be consistent; support quality programs, regardless of their rating; respond to your customers, but don't react to the rhetoric of pressure groups; and be vigilant. Ms. Frank, speaking today in New York on a panel at the TV Ad Forum of the Association of National Advertisers, also said of the government's mandated V-chip and guidelines: "I don't believe this is really about parental guidance; I believe that in the end it will be about censorship."

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