controlover the chip. Another problem that these new devices may incur when included in every television is aspace. The NTSC signal includes extra information space known as the subcarrier and Verticalblanking interval. As explained in the quotation from Mr. Marquis, the V-chips will use acertain section of this space to send simple rating numbers and points that will be comparedto the personality settings in the chip. Many new technologies are being developed forsmart-TV or data broadcast on this part of the NTSC signal. Basically the V-chip willseverely limit the bandwidth for high performance transmission of data on the NTSC signal.There is also to be cost to this new technology, which will be passed to consumers.Estimates are that each chip will cost six dollars wholesale and must be designed into thetelevision's logic. The V-chip could easily push the price of televisions up by twenty fiveor more dollars during the first years of production. The much simpler solution of set topboxes allows control for those who need it and allow those consumers who don't to savemoney and use new data technology. Another cost will most definitely be levied totelevision advertisers for the upgrade of the transmitting equipment. Weather the V-chipencoding signal is added upstream of the transmitter or directly into uplink units andother equipment intended for broadcast; this cost will have to compensated for inadvertising sales and prices. The V-chip regulation may also require another staff employeeat most stations to effectively rate locally aired programs and events. All three of thesequestions have been addressed in minute detail. Most debate has focused upon the new ratingsystem and its implementation. Though equally important, this doesn't deal with the groundfloor concerns for the television producing and broadcasting industries. Now as members ofthe industry we must hold our breath until either the fed knocks the wind from freebroadcast with m...
