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INDUSTRY GROUP ADDS DETAILS TO PROPOSAL FOR GAME RATINGS

WASHINGTON -- A group representing the video game industry proposed new details of a voluntary ratings system during hearings before the U.S. Senate on March 4.nteractive Entertainment Industry Ratings Systems Committee. The committee is chaired by Jack Heistand, president of Electronic Arts, San Mateo, Calif., a games software developer.The committee plans to set up a system similar to that used

WASHINGTON -- A group representing the video game industry proposed new details of a voluntary ratings system during hearings before the U.S. Senate on March 4.

nteractive Entertainment Industry Ratings Systems Committee. The committee is chaired by Jack Heistand, president of Electronic Arts, San Mateo, Calif., a games software developer.

The committee plans to set up a system similar to that used by the Motion Picture Association of America, with a review board that will apply ratings guidelines to new games as they come out. The group will launch a major campaign aimed at educating consumers about the ratings, said Heistand.

The committee represents Acclaim, Atari, Electronic Arts, Nintendo, Philips, Sega and 3DO, which together account for about 60% of the games on the market.

Wal-Mart has agreed to carry only rated games, said Heistand. "We believe other chains are close to making the same commitment," he said. Supermarkets concerned about how violent video games might affect their family image have been following the development of a ratings system closely, noted industry observers.

"We want a system to be developed and we are glad to see progress," said Bob Finlayson, director of public relations for the Video Software Dealers Association, Los Angeles.

The video games industry is rushing to implement a ratings system because it is under pressure from two senators, Sen. Joseph I. Lieberman, D-Conn., and Sen. Herb Kohl, D-Wis., who are concerned about violence and sexual content in games. The senators have said they will push legislation to regulate the games industry if it cannot police itself.

"In just two months, we have reached consensus on the outline of an interactive entertainment rating system that will be universal, responsible and accessible, as well as the design for an independent ratings review board," said Heistand.

"The system we have designed will put the controls in the hands of parents and adult consumers," he said.