(12 November 2007 6:00 pm)

MUMBAI: Software major Microsoft has kicked off year two of the Safety is no game. Is your family set? campaign by debuting a new Family Timer as an addition to the Xbox 360's set of family-friendly features.

This news came with recent research findings that reveal 62 per cent of parents and caregivers would welcome a tool to limit the amount of time video game consoles are used in their homes.

Microsoft also announced a partnership with the Parent Teacher Association (PTA) to advocate for a balanced approach to interactive media use, encouraging families to come together to talk about how their children spend their time in front of television and computer screens.

Microsoft says that it had launched this campaign last year to address the concerns of parents about their children's access to inappropriate content in video games and on their computers.

The campaign is designed to educate parents on the tools and resources available that can help them manage their family’s media use.

The main programme was a 20-city bus tour where the company visited with parents and showed them how to use the controls on the Xbox 360 and Windows Vista, and with kids showing them that there are fun games for all ages.

This year research tells Microsoft that having family rules around media consumption are important to parents – including setting limits on the amount of time kids are in front of an electronic screen.

Further, more than half the parents surveyed said that if a timer was available, they would definitely use it to manage screen time for their kids.

Microsoft adds that it is trying to help spread the word about screen time guidelines, and to do this we reached out to groups who have an interest in the issues of child safety and education, like the PTA, to help distribute information and tools.

The PTA it notes is clearly a long-time leader on this issue and an expert on families, so we are pleased to partner with them. Specifically, we’re excited to announce the Family Timer feature to the Xbox 360. It’s something Microsoft has added to its Family Settings that helps parents enforce rules on the amount of time their children use the Xbox 360.

National PTA CEO Warlene Gary says, "Though technology is changing at the speed of thought, parenting is eternal. As times change and technology advances, the role of the parent stays the same in raising a safe, healthy, and successful child.

"The premise of the campaign fits naturally with our mission to be a powerful voice for all children, a relevant resource for families and communities, and a strong advocate for the education and well-being of every child. This includes a safer media environment.

"We know that it’s challenging for today’s parents to manage the time and variety of media their children are exposed to. That’s why PTA works to help parents help make the lives of children better by teaming up with many different national education, health, safety, and child advocacy groups and federal agencies.

"In this case, we’ve joined forces with Microsoft and we’re excited about all that they’re doing to help parents and children, as well. We are pleased to have been asked for our input and assistance around these timely issues."