Schoolchildren don't know their own name?

A report at the Telegraph this week suggests that some British children begin school so ill-prepared in terms of basic language skills that they are not even able to recognize their own name.

Parents are failing to teach their children how to speak because they spend too much time on the internet and watching television, experts claim... In the worst cases, many children are unaware they even have a name at the age of four. Toddlers should be familiar with their own name by the age of two, teachers say...

She added that in around 10 per cent of cases, parents were not to blame because their children had language and communication difficulties caused by disabilities. However, the remainder could be avoided if families spent more time teaching their children to speak from an early age...

“It’s a communication issue at home. I think the advent of the media, particularly television has had a pretty poor impact on communication. “Once upon a time, families would spend a lot of time talking. Nowadays, of course, they’ve got DVDs, the internet, TV, and so this formal communication process of talk and listening has got worse..

I was able to read stories in the newspaper before I started first grade, so I have a hard time crediting this report's assertions, and wonder if those conducting the study are simply promoting their own interests.  Perhaps some of the children are from non-English speaking families and are having difficulty comprehending the questions being asked by the examiners.