CHANNEL ONE• Provides 12 minute daily “newscasts.”• Schools receive Satellite and DVR hardware in exchange for participation in the program.• Thereare at a minimum 2 commercial breaks during each broadcast.• News stories get kids to go to the Channel One website which is full of additional advertising.
CHANNEL ONE• Program competed with CNN Newsroom, which is commercial free, but does not provide hardware to schools.• Schools are contractually obligated to show it.• Media company promotes the commercials and how much the kids love them.
DIRECT ADVERTISING• Schoolbus ads can generate up to $1000 a bus in revenue per year.• Wraparound locker ads can generate $230,000 a year.• In school signs can generate $1000 a year• Uniforms on School Sports ofﬁcials can generate $100 a game.• Advertising on school buses can cause safety issues.
FUNDRAISER CONTESTS AND INCENTIVES• Penalize lower socio-economic schools.• Students lose focus on the academic requirements.• Increases unnecessary competition between students.• Safety risks associated with door to door sales.
PROS• School funding is tight everywhere.• Programs viewed as optional are being cut.• Advertising can supplement school budgets.• Funds from advertising are not subject to “strict” spending guidelines.
CONS• Mostschool districts do not have policies about accepting advertising.• Students are a captive audience.• Theymay interpret advertising at school as endorsement of products.• Can it be considered taxpayer endorsement of products?• What’s next? This History Textbook Brought to You by Fox?
SOURCES• Ban school fundraising, province urged http:// www.parentcentral.ca/parent/education/schoolsandresources/ article/1052194--ban-school-fundraising-province-urged• Corporate Classrooms and Commercialism http:// www.nytimes.com/1997/01/05/education/corporate- classrooms-and-comercialism.html• The Center for Commercial-Free Public Education http:// www.ibiblio.org/commercialfree/index.html• Parents United for Public Schools http:// www.parentsunited.org/
SOURCES (CONTINUED)• Obligation, Inc. http://www.obligation.org/• The Pros and Cons of In School Advertising http:// www.buzzle.com/articles/in-school-advertising.html• Schools Consider Whether to Accept Major Advertising http:// www.digtriad.com/news/article/193589/57/Schools-Consider- Whether-To-Accept-Major-Advertising• Marketing to Children http://www.uow.edu.au/~sharonb/ children.html#fn39• Channel One News http://www.channelone.com/
SOURCES (CONTINUED)• TVNews in the Classroom http://www.nytimes.com/ 1990/03/14/arts/critic-s-notebook-tv-news-in-the-schools- which-channel-if-any.html• SchoolBus Ads - A Good Idea? http://articles.philly.com/ 2011-10-03/news/30238691_1_school-bus-ads-ads-on-school- buses-state-lawmakers