ET Parents get game-rating site ESRB Guy, the Entertainment Software Rating Board's mascot, explains to parents how they can look up video game ratings. In addition to a public service announcement featuring golfer Tiger Woods, the campaign will try to reach parents by placing educational materials in major retail stores. ''When parents check the ratings the control is in their hands right where it belongs,'' said Arthur Pober, the board's executive director. The independent ESRB panel, established in 1994 by the Interactive Digital Software Association, the trade group representing computer and video game makers, has rated close to 6,000 games. People who rate the games are retired educators, parents and other individuals with no ties to the computer or video game industry, industry spokesmen said.
Few parents know about the rating system.
Stores such as Wal-Mart, Target and Hollywood Video have agreed to help distribute educational materials, officials said. Other stores, including Toys 'R' Us, Babbages, Funcoland and Electronics Boutique, also have programs under way. Copyright 1999 Associated Press . All rights reserved. This material may not be published, broadcast, rewritten or redistributed.