`FAMILY HOUR' TV SEX-LADEN, STUDY FINDS.

Byline: Keith Marder Daily News Television Writer

Amid debate over a controversial television ratings proposal expected to be presented next week, a new national study released Wednesday shows that there is sexual content in three-quarters of ``family hour'' programs.

And, parents are more concerned about sex than violence on TV, the study found.

Sexual content was noted in 65 percent of the shows during the 8 o'clock hour 10 years ago, and in 43 percent 20 years ago, according to the study sponsored by the Kaiser Family Foundation, a philanthropic organization dealing with health issues, and Children Now, a child advocacy group.

The study - released in Burbank - surveyed parents of 8- to 12-year-olds on their primary concern about the content of television shows. Forty-three percent of 1,000 parents surveyed said they worry ``a great deal'' about their children seeing so much sex on television, compared with 39 percent of parents who said they worry ``a great deal'' about violence.

An additional 28 percent of parents said they are ``somewhat'' concerned about sex on TV, compared with 36 percent who are ``somewhat'' concerned about violence.

The study counted sexual talk, innuendoes and kissing as sexual content and covered 122 hours of television programming over a 20-year period, focusing mostly on television content observed on the four main networks (NBC, CBS, ABC and Fox) in January and March.

The study noted positive and negative messages about sex. For example, it noted that ``The Fresh Prince of Bel-Air'' teaches good lessons about the dangers of unprotected sex.

Julia Wells of Sherman Oaks, an eighth-grader at Marlborough School, responded to the study's findings by saying she has learned some things about sex through such programming followed up by talking with her parents.

``My parents are open about sex,'' she said. ``It makes me feel a lot safer when I'm outside by myself. I know a lot more about what could happen. I know if a guy is looking at me weird, I should stay away from him as much as possible. Some of the programs can be helpful. Some of it's just gratuitous.''

She said she was surprised recently to see a whole tape of sexual highlights from the evening soaps like ``Melrose Place.'' ``It blew me away,'' she said. ``I had no idea there was so much sex on TV.''

Vicky Rideout of Children Now said the study will be sent to Jack Valenti, president of the Motion Picture Association of America, who heads the TV Ratings Implementation Group that is working on a much-publicized ratings system to be revealed Dec. 19. Published reports say the ratings system on the table has six categories - K, suitable for children of all ages; K-7, suitable for children 7 and over; TV-G, suitable for all audiences; TV-PG, parental guidance is suggested; TV-14, may be inappropriate for children under 14; and TV-M, for mature audiences.

Rideout said ``some parents were alarmed'' by the new study. ``Some thought it would help them raise important issues. But, parents need to know this information. Some thought it was safe to go to the kitchen to wash dishes while their kids watch. They need to watch this with their kids and talk to them.''

Parents believe television could be a useful teaching tool with more positive portrayals, she said.

The study included a focus group with 8- to 13-year-olds, which showed that even children of that age catch most veiled references to sex.

``I was surprised at all of the stuff the younger kids got,'' Rideout said. ``In `The Jeff Foxworthy Show,' when he wanted to go to his bedroom with a can of whipped cream, many kids knew what it was for. Sure, others thought it was for a food fight.''

Meanwhile, in a related development, cable executives at the Western Cable Show in Anaheim on Wednesday touted a new programming initiative called ``Tune in to Kids and Family.'' At least 75 cable networks will participate in this weeklong showcase of family-oriented programming April 7-13.