A task force made up of representatives from Christian retailers including ChristianCinema.com and The Dove Foundation, developed a new rating system for DVDs and theatrical films to equip customers with information about content.
“No one wants to be surprised with unexpected language or uncomfortable situations depicted on the screen when the family settles down to view entertainment,” said Ron Forster, owner of The Open Door in Terre Haute, IN, and a member of the task force. He said the ratings help give consumers information they need to confirm a purchasing decision and assist retailers by providing definitive information about the content.
The Dove Foundation's new rating system, which should be finalized this summer, adds categories for films that are "Faith Based," "Faith Friendly," in addition to their already popular "Family Approved" Seal.
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While standing in the theater trying to decide which movie to see, people can type in www.dove.org on their iPod Touch, iPhone or any other smart phone and read Dove’s reviews instantly before purchasing their tickets. The same application applies to anyone browsing through the DVDs in a retail store.
Another nice feature of the mobile app is that it renders Dove’s reviews in a special, easy to read format designed for the small screens on mobile phones. “The technology we use recognizes whether the inquiry is coming from a computer or cell phone,” said Director of Operations, Scott Rolfe. “That way, people don’t have to memorize two web addresses to get their information on various platforms.”
With the help of technology partner, Six Voices, Dove is looking into other advanced technologies that that will help deliver to families everything they need to remain informed in this exciting, and challenging age of new media.
The Dove Foundation is a national nonprofit organization founded in 1991 whose mission is to encourage and promote the creation, production, distribution and consumption of family-friendly entertainment. Nearly 200,000 unique visitors each month rely on Dove’s in-depth movie and DVD reviews at www.dove.org to determine what is appropriate for their families.
Six Voices is a mobile technology company that transforms ideas into reality. “You dream it, Six Voices will deliver."