Okay, this guy is just wrong.
I do agree that there could be more context in a rating system, however I don't agree with his motivation. Besides, ratings can be pretty screwy. I'll elaborate:
"'Parents say they really want ratings, but they don't really use them that much because they aren't accurate,' he said."
He states that parents don't use rating systems because they're inaccurate. Now that's demonstrably incorrect. Parents don't use the ratings because they don't give a shit. They have no intellectual investment in their child's entertainment. They should at least look it up on... anything! They think that it's a toy and they just get their kid a toy so they'll shut up.
And this directly addresses his next point:
"The reason it matters so much is because research indicates when parents do use ratings, it's good for kids. They get into fewer fights [jand] have better grades in school."
This is true, but incidentally. The underlying issue is not that video games cause strife at school, but that children whose parents who have an active role in their life don't have as many issues as those that don't.
Creating a new ratings system isn't going to solve this because parents who already have an active role in their child's life are the type of parents who will be discriminating about which things they will buy for their kids; they are more willing to do the research to make an educated guess about what's proper, regardless of the ratings.
The only reason we have a ratings system is not to give parents more power, but to make sure that children don't gain access to mature content. It's not an educational tool, at its heart, it's a tool to limit access; to control. We had this argument back in the PMRC days with Frank Zappa.
"So, the better the ratings are the more power we've given to parents. And 'digital convergence' - the ability to consume the same media on a variety of devices nowadays - means now is the time to develop a rating system that is universal."
The fact that shared media is becoming mainstream means that it requires more effort to remain ignorant of the nature of certain content. People have absolutely no excuse for buying their kids Grand Theft Auto and then being surprised at the role of beating hookers in the game economy.
We should have a system that educates people about what kinds of things exist in which pieces of content, but this is not the role of a ratings system. No matter how much these people want to change it to be so, ratings are always about limitation. The role should sit with reviewers and games journalists, hell even the website of the company or a Wikipedia article could establish more context than any ratings system ever could. Hell, we already have one: it's called being responsible and getting involved with what your kids are doing. Anything less than that is negligence. If you want someone/thing else to raise your kids, you'd better not be surprised at what they are exposed to. That's your only fucking job as parent: keep her off the pole. Now do it.