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Published on July 25, 2007

"Advertisers will continue to buy air time. In addition, parents will support brands that show they care about society," said Associate Professor Oranuj Lertchanyarak.

Oranuj said TV stations should not be worried about the new content restrictions.

"They should be proud [of solid advertising revenues] because that means they have provided TV programmes that are good for society," she said.

Air-time restrictions are good for children, who may still lack good judgement in deciding what they watch on TV, she added.

She cited the example of a Filipino child who dressed as Superman and jumped out of a building after being impressed at the way the fictional super-hero could fly.

A nine-year-old girl, Parimon Nonsuk, at the seminar said school students often engaged in fights because they saw characters in TV soap operas doing so.

Thipsuda Chadee, 17, said the restrictions would prove how much adults cared about children. "It will also send a message to TV producers that they may be providing improper content at the moment," she said.