• Ad Age, Thursday, May 25, 2006 11:15 AM

Electronic media is a major focus of even very young kids' lives, used by parents to manage busy schedules, keep the peace, and facilitate family routines, according to a study released by the Kaiser Family Foundation Wednesday. Among the findings: In a typical day 83 percent of children under six use "screen media" for an average of about two hours. And media use increases with age, from 61 percent of infants younger than one to 90 percent of 4- to 6-year-olds. Says Vicky Rideout, director of Kaiser's Program for the Study of Entertainment Media and Health: "Parents use media to help them keep their kids occupied, calm them down, avoid family squabbles, and teach their kids the things parents are afraid they don't have time to teach themselves."

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