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The E/I program requirements were enacted as part of the Children's Television Act of 1990.

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Originally, this was displayed only during the first minute of a program, or, as a separate announcement prior to the program, but since 2004, all E/I shows must display the icon during the entire duration of the show.

Sometimes the bug does not show during commercial breaks (even so, some commercial broadcast networks continue to also identify E/I-compliant programs through announcements seen immediately before the show begins).

Stations can air no more than 12 minutes of advertisements each hour on weekdays and 10½ minutes per hour on weekends.

In addition, the FCC also has a very strict policy that an advertisement for a product tie-in for the program being aired is not allowed in any form, or else the entire program will be classified as a violating half-hour program length commercial according to the agency's definition, even if one second of a show's character or reference is seen in an advertisement.

This requirement only applies to commercial and non-commercial broadcast television stations that are either licensed as a full-power or Class A outlet.

Cable television, Internet television and non-Class A low-power broadcasting channels are exempt from FCC regulations for television programming, although some do place an "E/I" bug or descriptor on programs containing educational content, mainly to differentiate E/I-compliant shows from non-compliant programs within electronic program guides and other program listings services.However, enforcement remains somewhat capricious: KDOC-TV, an independent station in Irvine, California and Fox affiliate WLUK-TV in Green Bay, Wisconsin have both been allowed to count reruns of the 1970s drama series Little House on the Prairie as an E/I show, due to its historical depiction of frontier life in the 19th century and its connection to the popular elementary-school book series by Laura Ingalls Wilder, though the show was not originally intended for that purpose (WLUK stopped airing Little House in September 2013 due to shifts in its weekday schedule).Pax TV's talent showcases (America's Most Talented Kids) and animal rescue documentaries (Miracle Pets) were also counted toward the "E/I" requirement, with the network giving them an unofficial and non-binding "rating" of "TV E/I".The agency took a more hands-on role in enforcing the rules in 1996, after its earlier approach proved ineffective, At regular intervals, each full-service station submits a list of programs that it either currently airs or plans to air in the near-term which it feels will inform, as well as entertain, viewers below age 18, and must occasionally announce on-air that this public file is available to the public at the station's studio facility or on the station's website.All children's programming on television is subject to limits on the amount of advertising that can be aired during the telecast.As with PBS' PBS Kids block, Ion Television's Qubo (both the standalone digital multicast channel and program block), and the Trinity Broadcasting Network's digital multicast network Smile likewise feature educational programming throughout their schedules; the latter two networks as well as the PBS children's block display E/I bugs across most of their programming, including program promotions and (in the case of PBS) pledge appeals.

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