Kidvid Cuts

Anyone who tunes in on kidvid shows knows the full meaning of advertising overkill. Some programs, like G.I. Joe and Transformers, are based on popular toys, and have been denounced by critics as program-length commercials. All are punctuated by pitches for every product from superhero dolls to sugared cereals. Last week Congress moved toward giving the kids a break. By a vote of 328 to 78, the House of Representatives acted to limit ads on children's programming to twelve minutes an hour on weekdays and 10 1/2 minutes on weekends. Ever since a Federal Communications Commission ruling in 1984, broadcasters have been free of any such limits on ad time, though most stations adhere to them voluntarily.

The bill also requires that broadcasters air some educational programming for children in order to ensure renewal of their licenses. That marks a small but significant reversal of the Reagan Administration's effort to release broadcasters from all Government regulations on program content. Both provisions are expected to have no trouble passing the Senate.

The bill, however, was stripped of two stronger provisions: a ban on the toy-based children's shows, and a requirement that stations air at least one hour a day of educational fare for kids. The National Association of Broadcasters, while not fond of the measure, says it will not oppose it. Meanwhile, children's TV activists are claiming a victory -- barely. "As far as commercials are concerned, it says children are different from adults," notes Peggy Charren, president of Action for Children's Television. "But any more changes and I would have called the bill a sellout."