has today launched a new Parents’ Guide on Sky Q, providing in-depth
ratings for more than 3,500 movies. Created in partnership with Common Sense
Media, the non-profit organisation dedicated to improving the lives of kids and
families, the new Parents’ Guide gives families the extra details they need to
make more informed choices about which movies they watch.
The Parents’ Guide is designed to
help families choose movies that are not only age-appropriate but also
educational, so kids can make the most of the time they spend watching TV. When
customers select any movie on Sky – whether from Sky Cinema, Sky Store or from
one of our partner movie channels, they’ll be able to select the Parents’ Guide
via the Sky Q sidebar menu.
The guide then provides a unique
zero-to-five rating for each film across seven different categories:
Role Models & Representation
Drugs & Smoking
movie is personally reviewed by Common Sense Media researchers, who combine
their expertise of child development and film knowledge to build detailed
category ratings, catering specifically for children. The ratings carefully
consider each film’s classification based on its proposed rating. For example,
a ‘12 rated’ movie will be assessed with a pre-teen audience in mind – if it’s
awarded five stars for violence, then it’s a film that 12-year olds could find
especially violent, whilst adults may think it’s milder.
van Rooyen, CEO UK & Ireland, Sky said
“The New Parents’ Guide, which provides expert guidance on everything from the
educational value of a movie through to the violence it contains, adds to
the wide range of products we offer to safety-conscious parents. From toddlers
to teens, it is our responsibility to keep families safe on Sky – we’ve
launched Broadband Buddy so families can manage their internet access, while
kids can safely watch their favourite characters on the Sky Kids app.”
Murphy, Common Sense Media, said“Our goal is to give Sky customers trusted information, so they can decide
what movies work for them. Our ratings are based on child development
and what they are ready for, no matter what the age classification says.
Beyond violence and bad language, we also look at how characters talk to each
other, if they’re respectful towards each other and their parents. What one
five-year-old may enjoy, another may find upsetting, so we want to take some of
the guesswork out of this process.”
The Parents’ Guide will join Sky’s suite of existing products
and services which ensure children’s safety online and when watching TV. This
includes Sky Broadband Buddy, which lets families manage each screen in their
home from an app on a phone or tablet, as well as Kids Safe Mode for Sky Q and
the Sky Kids app, both of which create an age appropriate, protected TV viewing
environment to give parents complete peace of mind.
In a further update, Sky Q will soon
also feature new Personalised Recommendation rails on the ‘Featured’ section
for On Demand, Sky Box Sets and Catch up TV. The rails will offer suggestions
based viewing history and trending content, including:
you watched’ – Similar content to what has
previously been viewed
genre’ – Content from genres
this week’ – Popular shows that everyone
Parents’ Guide will roll out to Sky Q customers from today and will be in all
Sky Q homes by the end of August. The Sky Q personalisation updates will
be introduced later this summer.
23 million customers across seven countries, Sky is Europe’s leading media and
entertainment company and is proud to be part of the Comcast group.
have 31,000 colleagues and together we want to connect our customers to more of
what they love, including our award-winning original productions, like Patrick
Melrose and Save Me, and great shows from our partners including, HBO, Showtime
and Warner Bros. And our cover improving technology makes it even easier for
customers to watch more of the shows they love with personalised
recommendations and voice control and, our online streaming service, NOW TV,
bring all the enjoyment of Sky with the flexibility of contract free
treat our customers better than anyone else in our filed, as Ofcom’s complaints
date shows, and we look after our staff too. Sky is one of The Times Top 50
employers for women and we’re in Stonewall’s list of Top 50 LGBT-Inclusive employers.
also use our position as the leading entertainment business in Europe to do the
right thing. As part of Sky Ocean Rescue campaign, we’re committing to be
completely single use plastic free by 2020, we’re investing £25million over
five years in ocean-saving tech and we’re supporting the WWF to protect our
oceans with designated Marine Protected Areas.
Common Sense Media
is the leading nonprofit dedicated to improving the lives of kids and families
by providing the trustworthy information, education, and independent voice they
need to thrive in the 21st century.
Sense will launch its first international office in London in September. The UK
office of Common Sense will bring the same dedication to helping kids and
families thrive in today's complicated digital world as it has for 16 years in
the United States.