Channel One

Advertising

One of the great controversies surrounding Channel One's airing in public schools has to do with the two minutes of advertising in the program. Students, teachers, parents, scholars, and public officials have expressed concern over the use of advertising in education. The concern has spanned the political spectrum, bringing together such figures as conservative political pundit Phyllis Schafly and consumer advocate Ralph Nader. Most of the criticism centers on the kind of commercialization of public schools Channel One represents. Some distinguish television advertising as different from other forms of advertising permitted on school grounds due to the level of sophistication of the commercials and their delivery.

While schools regularly permit advertising in the school newspaper or on billboards in school stadiums, critics argue that these are not required viewing and are not as persuasive as television commercials. Others focus on the captive audiences required to watch television at all. Since students are required by law to attend school, the state thereby compels those students who attend schools with Channel One to watch news and advertising. The content of the ads have also [Page 114]drawn criticism. With the dramatic rise of obesity as a public health concern, many question the ethics of using public schools as vehicles for encouraging the sale of soft drinks, candy, and other “junk food.”

News Content

While the content of the Channel One news programming has received satisfactory ratings from students and teachers, it has been targeted by critics as problematic. The intended purpose of the news segment is to offer a child-friendly news source that keeps students abreast of current developments and speaks to them on their level. The news anchors and correspondents are of similar age to students watching Channel One in schools. The language, tone, and style of the programming are also intended to cater to middle and high school students.

To investigate the effectiveness of this approach, researchers have conducted surveys of student and teacher satisfaction with the news program. The studies have indicated that they are largely satisfied with the ten minutes of news offered by Channel One. Critics, meanwhile, contend the news offered is of little substance. Content analyses of the program suggest that Channel One news items include pop culture trivia about celebrities. Dissatisfied with such content, opponents of the service question the quality of the enterprise and its place in public education.

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