Abstract
This article uses oral history, archival research, and popular and trade publications mostly from the 1960s and the 1970s to tell the story of Action for Children's Television (ACT). An advocacy group started by a group of mothers in Newton, Massachusetts, ACT changed the way that the broadcasting industry and the Federal Communications Commission approached TV programming for children. Policymakers credit the women of ACT with shaping current children's television programming and advertising regulations. Although the group's leadership changed over time, the organization always maintained the goals it set in the first few months of its existence. With these goals, ACT exemplified the impact that a determined advocacy group can have on government and the television industry.
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