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In September 2011, ABC replaced its ABC Kids lineup (which by then only featured a limited pool of older episodes of Disney Channel original series) with the Litton Entertainment-produced Weekend Adventure, which broadcasts under a unique syndication agreement with ABC.CBS replaced its Nickelodeon-produced block Nick Jr.Originally, this was displayed only during the first minute of a program, or, as a separate announcement prior to the program, but since 2004, all E/I shows must display the icon during the entire duration of the show.Sometimes the bug does not show during commercial breaks (even so, some commercial broadcast networks continue to also identify E/I-compliant programs through announcements seen immediately before the show begins).The individual station has the responsibility to comply with the standards and regulations, and report instances of it happening within their quarterly children's programming report, even if the programming is transmitted by a television network.This has been demonstrated through several incidents where episodes of Pokémon airing on the former Kids' WB block (which originated on The WB, before moving to The CW) featured references to products such as Eggo waffles, Fruit by the Foot, and the Nintendo e-Reader accessory for the Game Boy Advance handheld system mentioning their products having a tie-in to the Pokémon franchise on-air.Programming targeted at persons 13 to 16 years of age is not subject to advertising restrictions and can still be counted as E/I.
Cable television, Internet television and non-Class A low-power broadcasting channels are exempt from FCC regulations for television programming, although some do place an "E/I" bug or descriptor on programs containing educational content, mainly to differentiate E/I-compliant shows from non-compliant programs within electronic program guides and other program listings services.
Many PBS member stations also carry independently programmed digital multicast services that feature children's programs broadcast by the service or syndicated to individual public television stations.
Many of the Discovery Kids channel's programs also included an E/I bug, and likewise its successors, the Hub Network and Discovery Family, use E/I bugs, including in program guide metadata – even though the channel is available strictly on cable and satellite – possibly to have the programs stand out within children's genre selections in search applications of electronic program guide listings as having E/I content; however, some programs (such as My Little Pony: Friendship Is Magic, Littlest Pet Shop and Pound Puppies) have discontinued use of the E/I mark in subsequent seasons to accommodate references and plots which appeal both to children and (in the case of My Little Pony, unusually sizeable) adult audiences.
Cable networks are exempt from federal regulations regarding E/I programming, and contributions by these networks that are educational in content have been limited in recent years to the decline of the Cable in the Classroom initiative or their decision to sell archive programming through online educational portals.
In the case of the Big Three television networks (ABC, CBS and NBC) and their affiliates, these broadcasters eventually replaced their traditional Saturday morning cartoon lineup with E/I-compliant programming, usually by forming a partnership with another company.