GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  
 
 
 

       

 

 

 

 

 

 

Another Thing The Doctor Ordered

 

Burt Helm

Business Week
March 17, 2008

 

 

Flat-screen TVs that deliver child-care advice—and ads—are popping up in pediatricians’ offices. Tampa’s KidCare TV uses a broadband connection to transmit two-to-five-minute segments—on proper feeding techniques and sleep positions for infants, for instance. Interspersed among the segments: 30-second spots for Capri Sun juice, Gerber Life Insurance, and other brands. KidCare TV, which was officially launched in late November, has installed LCD screens in about 1,000 U.S. doctors’ offices.

Pediatricians who have put in the free service seem to like what they’ve seen so far. Bernard Berchin, who practices in New York, says the health-care segments are “an adjunct to what I try to accomplish here in the office,” though he’s keeping an eye on the types of ads that run. Because the commercials are delivered digitally, KidCare TV can withdraw any that prompt complaints at specific offices, says company CEO Philip Cohen, adding that all the advertisers are vetted by the company’s advisory panel of seven board-certified pediatricians.

American Academy of Pediatrics spokesman Donald Shifrin, however, is skeptical about KidCare TV’s waiting-room broadcasts. “It seems to be more of a service for advertisers than for parents,” he says, adding that it’s “rather odd that we’d talk to parents about the appropriate amount of ‘screen time’ for their youngsters and then have a 32-inch screen in our waiting rooms.”


 

This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: http://www.law.cornell.edu/uscode/17/107.shtml If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner

 

 

STAY INFORMED

 

Email Address: State:
 

Subscribers receive no more than

1-2 emails per week

 

SUPPORT CCFC

CCFC does not accept corporate funding.

We rely on member donations for support.

Click Here to Contribute

Copyright 2004 Commercial Free Childhood. All rights reserved