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Brand Safety & Content Standards

Our goal is to identify content that respects family values and promotes a healthy viewing environment. Rather than seeking a sterile world, we look for content where the intent of the creator aligns with positive principles. We judge the material holistically, weighing the overall value against specific instances of conflict or grit.

  1. The Context Filter

    We evaluate content based on the reality it presents and the narrative purpose of the material.

    1. Unscripted (Real World): We acknowledge that real-life competition and documentaries contain rough edges. Moments of stress or authentic reaction are viewed in context of the human experience, provided the overall tone does not celebrate cruelty.
    2. Scripted (Fictional): We look for narrative integrity. While conflict is necessary for storytelling, we assess whether "edgy" content is used to tell a meaningful story or simply for shock value.
  2. Key Considerations

    We evaluate the prevalence and framing of the following elements. The presence of these elements triggers a review, but approval depends on context and severity:

    1. Relationships: We look for content that centers on meaningful connection. Depictions of sexuality should be handled with discretion and relevant to the plot, rather than being gratuitous or the primary focus.
    2. Cultural Sensitivity: We prioritize content that avoids gratuitous or malicious irreverence toward religion.
    3. Conflict & Violence: Action and conflict are acceptable when they serve the hero's journey. We exercise caution against violence that is sadistic, lingering, or designed solely to disturb.
  3. The "Aggregate Value" Assessment

    Instead of an "All or Nothing" rule, we ask: "Does the overarching theme provide value?"

    1. We assess if the protagonist demonstrates growth, skill, or virtue.
    2. We recognize that a series may evolve. Occasional tonal shifts in later seasons are weighed against the quality and safety of the series as a whole.