UPDATE Dec. 20, 2010: President Obama signed the CALM Act into law on December 15. The law requires broadcasters to install technology ensuring that commercials air at a volume no louder than the programs in which they appear.
Worthy of noting at your Thanksgiving dinner, a bill frankly "shutting up" those annoying TV commercials that blast your ears at a volume far above the normal programming took a major step forward in the legislative process last week as the House Energy and Commerce Committee approved H.R. 1084, the Commercial Advertisement Loudness Mitigation (CALM) Act, by a voice vote.
The CALM Act, sponsored by the new champion of TV-viewers nationwide, Rep. Anna G. Eshoo (D-California, 14th), will prevent television advertisements from playing at a volume noticeably above the programs during which they air.
The approval of the bill by the Energy and Commerce Committee clears it for consideration by the full House of Representatives.
Rep. Shoo's bill represents a major consumer upgrade to exiting FCC policy recommending only that viewers "mute" the volume-blasting commercials themselves.
How popular would the CALM Act be? "In my 17 years in the House of Representatives, I've never carried a bill which has been received with so much enthusiasm," said Rep. Eshoo after the Committee's vote. "Only the 'Do Not Call List' has even come close."
Our Readers' Comments on the bill when Rep. Eshoo first introduced it in 2008, clearly reflect that enthusiasm.
The CALM Act gives advertisers one year to employ already-available technology that prevents overly loud commercials.
"This problem has been discussed for decades, but never properly addressed--not by the FCC, and certainly not by licensees who have the obligation to protect the public interest. This legislation gives the control of sound back to consumers where it belongs," said Rep. Eshoo in a press release. "This is an easy fix for a tremendous nuisance."
Also See:
Bill Would Lower TV Commercial Volume (2008)
Federal Regulations: Laws Behind the Acts
Comments
YAY!
The first time I noticed this was about 10 years ago, and while it makes perfect sense (people go into another room to pee or get a beer, so advertisers want to make sure they can hear their pitches), it’s annoying as hell. Drives me nuts. It’s gotten so much worse. I hate that feeling of being in a ripe vegetative state after a brutal day of hard work and suddenly having to scramble for the remote control or fumble for the volume button. It’s the same scramble you go through after finding out you’ve overslept. It’s terrible. Just terrible.
This is a GREAT bill.
Great idea–UNTIL then use the mute button.
You know this is such a ridiculous thing to have to facilitate in the first place. Do we really need to inform the Commission that it’s utterly self-interested parties at work here? Are we ever asked by the FCC or by the Government about these things before we have to wrestle to have it abated? I would love to hear the pitch from the advertisers,
‘It’s our right to blow people’s ears out and have them not have any control!’ We are yes, that self important.
It just feels like they one day decided to just put this into action till someone came along that didn’t have any inherent interest or vested interest to stop them!
But that is not the most egregious of their offenses. The worst part is just like polluters of the past, they get to continue for a year IF this passes!
If the people govern… Why isn’t it just immediate? It is probably ridiculously easy to accomplish. Personally, I can’t stand even innovative commercials just for this mind deafening reason! Well I believe in hope. And there are far more important things in this world at the moment so instead of just assuming the worst I will go forth believing the best. Namaste Dear Ones, The Time is Now!
Love and Light! Bill Sonic
Advertisers should look at the psychology literature to understand that the startle reflex caused by sudden, loud, annoying sound is most likely to cause the listeners to hate and reject the product.
This is wonderful and way overdue…. now they just need to stop the Levitra, etc. commercial about erectile dysfunction, or others like KY jelly extra! Now they are showing these commercial at dinner time! We need these off the air!!
BRAVO!!!! It’s about time this was addressed and taken care of. Even though I have “smart sound” on my TV in my bedroom, I’m constantly grabbing the remote to mute or “shut up” the TV in the den! This is absolutely rediculous!!! Advertisers have been “upping” the volume for years till now, you just can’t stand it. Then there’s the programs that have the sound so SOFT, you have to have the volume up and really get blown out when the advertising comes on. About time this noise was taken care of! Thanks!!!!
Hallelujah!!!! What took so loooooooonnnngggg….
I hope that the new law applies to Cable and Satellite networks and providers as well as to TV broadcasters. Otherwise, consumers are going to be in for a big letdown!
I just answered my own question. It does apply to all!
So President Obama has signed the CALM bill into law? Why do the commercials still blast us at ridiculous volumes. It’s Dec. 26, 2010
Karen: As the article states, “The CALM Act gives advertisers one year to employ already-available technology that prevents overly loud commercials.” In addition, the FCC has to create regulations that will enforce the CALM Act. This is typical for new regulatory laws.
Thanks!
Robert Longley
It’s Jan. 23, 2011, I’m watching Ironman on FX. The commercial volume is at least double that of the program. When does this bill go into effect?
One year from the date of enactment.
Robert
It is worth mentioning here, that a 100% increase in the volumn of any sound is the point at which the average person can just notice a change (3db).
The increase we are experiencing on commericials is MUCH more than “twice as loud”, probably more like 16 times as loud.
When I was in broadxasting (many birthdays ago), wh had autonativ “Level” systems on the channels as they left the studio in order to make corrections and maintain a constant level going to the transmitter.
These devices would LIMIT high passages and EXPAND (amplify) low passages. They went under names like “StaLevel (Staylevvel)” and “Level Master”
Somewhere along the way these devices were removed.
Mike E.
I find it interesting that there is a “hardship clause” that allows stations to continue broadcasting ads with “unmitigated volume” if they cannot afford the equipment. Mike E. provided very useful comments with is reference to an “auto level” system. I would think that this would be standard (as in not requiring expensive equipment upgrade) on any broadcast equipment and it would be a choice whether to engage this system or not. I tend to think that the choice to self-regulate is based on MONEY received from companies paying for ads.
Mike E. also makes a very good point that in order for us to perceive the volume increase as we do, the decibel (dB) change has to be quite large.
It is too bad that a law needs to be passed to accomplish this goal. With the number of years that people have been complaining, one would think the FCC would have acted on its own instead of waiting for government intervention.