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I thought you might be interested in the article from the FAIR web site. The following article will be appended to your message: News for a Captive Audience By William Hoynes Since Channel One was introduced into high school and middle school classrooms in 1990, the commercial television program has been the focus of ongoing controversy. Purchased in 1994 for $250 million by K-III Communications, Channel One beams 12 minutes of programming (including two minutes of ads) into more than 12,000 schools in the United States, with an audience of more than 8 million students. Participating schools receive the daily program along with 19-inch television sets for each classroom, two VCRs and a satellite link. Channel One sends the news via satellite early in the morning, where it is taped by each school's VCR, then distributed to individual classrooms at a designated time. In exchange for the programming and the equipment, schools are obligated to show Channel One to students as a required part of each school day. In essence, schools deliver a highly sought teen audience to Channel One, which sells the attention of captive teens to youth-oriented marketers for approximately $200,000 per 30 seconds of advertising time. The Channel One controversy has focused largely on the introduction of advertisements into public schools. Critics and parents have argued that students are not commodities to be sold to advertisers under the guise of educational television (Educational Leadership, 1/90; EXTRA!, 9-10/91). To advocates, the ads are but a small price that schools will have to pay in order to bring new technologies and discussions of current events into the classroom (Phi Delta Kappan, 2/95). To read the rest of the article, please click on the link below. http://www.fair.org/index.php?page=1383 This article was published on Fairness & Accuracy In Reporting's Website (http://www.fair.org).

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