Content Ratings

Portuguese television channels have never payed much attention to content ratings. So, it's quite a surprise to see TVI announcing the inclusion of content ratings on their programs.
Though, some questions rise. How much focus will these ratings have on the channel's auto-promotions and web site; will they show up on the TV guide magazines; and, what will people do about them?

I guess it's quite easy to present some pretty ratings to say "we care", when everybody is questioning the quality of portuguese television content, and its outcome on our education. But will it work, or will it be ignored just like the big-red-round-thing on our TV top-right corner during unsuitable content?