Federal Communications Commission DA 10-70
Before the
Federal Communications Commission
WASHINGTON, D.C. 20554
In the Matter of
Empowering Parents and Protecting Children in an 
Evolving Media Landscape
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MB Docket No. 09-194
ORDER
Adopted:  January 13, 2010 Released:  January 13, 2010
Comment Date:  February 24, 2010
Reply Comment Date:  March 26, 2010
By the Chief, Media Bureau:
1. We have received two requests for an extension of time in which to file comments and 
reply comments in response to the Commission’s Notice of Inquiry (“NOI”) in the above-referenced 
proceeding.1 The first request was filed December 29, 2009 by the Association of National Advertisers, 
the American Advertising Federation, the American Association of Advertising Agencies, the Direct 
Marketing Association, the Interactive Advertising Bureau, and the Promotion Marketing Association.2  
The second request for an extension of time was filed January 7, 2010 by the Children’s Food and 
Beverage Advertising Initiative and the Children’s Advertising Review Unit of the Council of Better 
Business Bureau’s, Inc.3 Both filings request that the comment and reply comment dates be extended by 
thirty days each in order to permit preparation of full responses to the multiple issues raised in this 
proceeding, particularly in light of the intervening year-end holidays that fell in the middle of the current 
comment period.4
2. We believe that granting the requests for extension of time will facilitate the compilation 
of a more complete record in this proceeding.  We conclude, therefore, that doing so is in the public 
interest.  Accordingly, parties will have until Wednesday, February 24, 2010 to file comments and until 
Friday, March 26, 2010 to file reply comments.
  
1 See Notice of Inquiry, In the Matter of Empowering Parents and Protecting Children in an Evolving Media 
Landscape, MB Docket No. 09-194, FCC No. 09-194 (rel. Oct. 23, 2009).  
2 See Motion for Extension of Time, MB Docket No. 09-194 (filed Dec. 29, 2009).
3 See Request for Extension of Time, MB Docket No. 09-194 (filed Jan. 7, 2010).
4 The NOI was released on October 23, 2009 and was published in the Federal Register on November 24, 2009.  See
74 FR 61308 (Nov. 24, 2009).  The comment date was set at 60 days after Federal Register publication (i.e., by 
January 25, 2010), and the reply comment date was set at 90 days after Federal Register publication (i.e., by 
February 24, 2010).
Federal Communications Commission DA 10-70
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3. Accordingly, IT IS ORDERED that, pursuant to Sections 4(i), 4(j) and 5(c) of the 
Communications Act of 1934, as amended, 47 U.S.C. §§ 154(i), 154(j), and 155(c), and Sections 0.61, 
0.283, and 1.46 of the Commission’s rules, 47 C.F.R. §§ 0.61, 0.283, and 1.46, the date for filing 
comments and reply comments in response to the NOI in this proceeding ARE EXTENDED to February 
24, 2010 and March 26, 2010, respectively.
FEDERAL COMMUNICATIONS COMMISSION
William T. Lake, 
Chief, Media Bureau