No parent should feel guilty about their choices, we just want them to make educated and informed choices, the casual interactions talking to their kids really make a difference in the word gap. And, so does doing any activity with their kids -- on or off screen.

Ari Brown

It literally felt outdated before we even released it, technology moves faster than science can study it, so we are perpetually behind in our advice and our recommendations.

Media is just another environment and parents just need to know that they're going to use the same rules in this different environment, and so you would sit down in the real world and play with your child, you would pretend and have a tea party. Well the same rules apply. You don't just park your kid in front of a screen and make them go play by themselves. If you sit down and play with them on that screen, on that technology, they're going to get more out of it.

I think that parents really feel like, 'Oh there's some different toolbox or some new rules for technology. I don't even know what Tumblr is so how could I monitor my child's Tumblr use?' well, that's not what it is. What it is is you always want to know who are your kids' friends, who are they hanging out with. So the same rules apply in the digital world. ... It's not any different and I think that it kind of can empower parents to really realize, 'Oh, I know how to do this. I got this. I can deal with whatever technology shows up tomorrow.'.

What we're really wanting to put out there is that life balance is important and everything in moderation and so yeah, you do want to keep an eye on how much time your child is spending in front of a screen, just as you want to keep an eye on how much they're doing something else, you want to make sure that they have a balance to their life.

What we're looking at is creating more evergreen rules and guidelines so that parents can go, 'Oh, I can do this,'.

What we learn is that we as humans are very much social beasts and we are really learning by engaging with other humans and so the more that a digital technology can approximate that, the more a young child can get out of it.