This week, NRB filed reply comments with the FCC urging reforms to the television ratings system, arguing that parents increasingly lack clear and reliable information about the content children encounter across broadcast, cable, and streaming platforms.
In its filing, NRB called for greater transparency, more consistent application of ratings standards, stronger accountability within the television ratings oversight structure, and broader faith-based representation throughout the process. At issue is an ongoing FCC proceeding examining whether the television parental ratings system established following the Telecommunications Act of 1996, and familiar to most viewers through labels such as TV-Y, TV-G, TV-PG, and TV-14, continues to effectively serve parents in today’s media environment.
While the proceeding has drawn significant public attention surrounding content descriptors and programming involving gender identity themes, NRB’s reply comments present the issue in broader terms: parental trust, informed decision-making, and whether the ratings framework still functions as Congress originally intended.
“Ratings creep” and the erosion of parental trust
A central focus of NRB’s filing is concern over what it describes as “ratings creep,” the gradual introduction of mature or contested subject matter into programming categories traditionally associated with younger audiences.
NRB argues that when parents see labels such as TV-Y, TV-Y7, or TV-G, they reasonably expect content appropriate for children, and that trust is undermined if programming includes themes many families would consider age-sensitive or developmentally premature.
To address these concerns, NRB urged the FCC to encourage the TV Parental Guidelines Monitoring Board (TVOMB) to adopt stronger oversight measures, including more rigorous audits of program ratings, clearer written standards for content classifications, a transparent complaint process, and annual public reporting on ratings disputes and outcomes.
Gender identity content and disclosure to parents
NRB’s reply comments also support proposals aimed at providing parents with clearer notice when children’s programming includes transgender or nonbinary themes. The filing argues that, for many families, including millions served by Christian media organizations, questions surrounding sex and gender involve deeply held religious, moral, and biological convictions, making parental awareness especially important.
Rather than advocating censorship, NRB frames its recommendation as a matter of disclosure. The filing notes that the existing ratings system already uses descriptors to inform parents about violence, language, sexual content, or fantasy violence, and argues that parents should likewise receive notice regarding gender identity-related subject matter so they can make viewing decisions consistent with their family values.
A streaming-era ratings system?
Another significant element of the filing is NRB’s concern that ratings standards are applied unevenly across platforms. The current television ratings system was developed in a broadcast-and-cable era, yet today’s children increasingly consume content through on-demand streaming services.
NRB argues that while broadcasters continue to operate within a relatively structured and publicly accountable framework, streaming platforms often face fewer transparency expectations and may apply ratings standards inconsistently. As a result, NRB urged the Commission to ensure that any modernization of the ratings framework is applied consistently across broadcast television, MVPDs, and streaming platforms alike, so parents receive comparable information regardless of how content is delivered.
A seat at the table for faith-based broadcasters
Perhaps most notably for NRB members, the filing argues that the TV Parental Guidelines Monitoring Board lacks sufficient faith-based representation. NRB contends that a body tasked with evaluating programming appropriateness and parental expectations should reflect a broader range of viewpoints, including organizations representing families of faith and mission-driven broadcasters. The filing specifically encourages the Commission to consider meaningful representation for organizations such as NRB within the TVOMB structure.
Why this matters
For Christian broadcasters, this proceeding involves more than ratings labels alone. At a broader level, the docket raises an important philosophical and regulatory question: who determines what constitutes age-appropriate programming, and how much information parents should receive before content enters the home?
NRB’s comments emphasize a consistent principle: parents, not media companies, ratings boards, or government actors, should retain the primary role in making viewing decisions for their children, and any ratings framework should provide transparent, reliable, and consistent information to support that responsibility.
The Commission will now review the record and determine whether further action is warranted. That could range from informal engagement with the TVOMB and voluntary industry reforms to additional public notices or policy guidance. While sweeping regulatory changes are unlikely in the near term, the proceeding could influence how ratings transparency, parental disclosure, and platform accountability evolve across broadcast, cable, and streaming services.
For NRB, the goal remains clear: ensuring that parents retain meaningful tools to make informed viewing decisions consistent with their values and convictions.
Nic Anderson is the Vice President of Public Policy at NRB.