WASHINGTON, D.C. -- If starting Thursday you find you don't have to reach for the remote control to lower the volume of blaring commercials on your TV set, you may consider a thank you to U.S. Sen. Sheldon Whitehouse.
The Rhode Island Democrat sponsored the Commercial Advertisement Loudness Mitigation Act -- known as CALM -- that mandates TV commercials be no louder than the programming they interrupt. It takes effect Thursday.
Media outlets that don't comply can be hit with financial penalties if a clear pattern emerges, according to Whitehouse's office.
The senator said that with concern focused on the "fiscal cliff," this may be a relatively minor thing, "but if we can provide people with one less source of stress in these stressful times, then why not."