Such ideas have been steadily gaining ground. The English-born poet, David Whyte, who teaches on the AstraZeneca programme, has been working with companies in the field of organisational development for more than a decade.

The survey coincided with the premiere of the group's Web site, called the 'Common Sense Media Guide' -- www.commonsensemedia.org/mediaguide. The site evaluates the kinds of films, TV shows and music a child is likely to encounter in the age of ubiquitous media. It makes recommendations and describes content but does not call for banning offensive material. The idea, the group says, is to let parents know what their kids are getting into.