| Major Victory Against Ads in Schools
 Last fall we partnered with Commercial Alert and Obligation, Inc. (and you, our dedicated activists), to encourage leading national corporations not to buy advertising on Channel One or BusRadio — content providers that market to children on school property. As a result of this initiative, one major international toy company chose not to renew its contract with Channel One, and, after meeting with us, pledged to craft an internal policy to voluntarily restrict its advertising in schools.
According to Jim Metrock of Obligation, Inc., our coalition actions may have helped to move Channel One in a more positive direction by getting the attention of advertisers and the public. The network’s parent company, Primedia — still reeling from restrictions on junk food advertising — officially declared the educational unit a “discontinued operation” last winter after successive years of revenue shortfalls. Advertising Age reported in December that company executives quietly attempted to sell the operation, to no avail.
Now, in the absence of advertising revenue, Channel One is attempting to reinvent itself. Relying instead on grant money from foundations and the government, the network has shifted its focus to public service announcements with healthy messages. No product commercials have aired to its audience of 7 million children since January. “Channel One was the most egregious example of the commercialization of public schools,” said Metrock. “Today it lies in ruins. Its revenue has been cut in half. Advertisers have fled … All this bad news for Channel One is great news for schoolchildren and should be deeply gratifying for all who support New American Dream.” Thanks to all the concerned parents and activists who helped achieve this victory!
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