New Media Film Classification Scheme Launched

UK (SANEPR.com) May 21, 2008 -- NetIDme, the company that launched the world's first online ID cards for adults and children has welcomed the British Board of Film Classification's new download classification scheme.

BBFC.online will use the Board's famous 'black card’ category symbols to enable users downloading new media content - video-on-demand and streamed video which is offered to the public through websites, set-top boxes and portable media devices - to judge whether it is suitable for consumption.

Independent classification of downloadable or streaming video content, either on the internet or delivered by video-on-demand (VoD) services and via set-top-boxes is currently very patchy.

Independent research has indicated that 63 per cent of adults (74 per cent of parents) are concerned about downloading video material which does not come with independent content advice and labelling. In addition, 84 per cent of adults (91 per cent of parents) want to see BBFC film and DVD classification on downloadable/streaming films and other digital audiovisual content.

The BBFC scheme will also require e-tailers and VoD services to have age verification systems in place for parents to monitor and control underage viewing.

Glasgow-based NetIDme Ltd chief executive Alex Hewitt said: “Increasingly technology is allowing us to apply the same rules in the online world that have been developed over many years to protect our children in the real world.

"In light of this I welcome the BBFC’s new scheme. I am sure all responsible online publishers and distributors of videos will welcome this new system which underlines the importance, once again, of age verification as a key tool in the child protection armoury.”

NetIDme was launched in August 2006 by Glasgow businessman Alex Hewitt after he was concerned over his daughter using instant messaging. He was astonished to find that of the 150 people on his daughter's online friends list she knew only 50.

The company provides patented identity verification and communication solutions for online communities and ecommerce sites. A number of Blue Chip companies are currently using NetIDme's age and identity verification technology including four Fortune 100 companies.

The NetIDme service is currently available in the UK, Australia, Canada and the USA.