May 20th, 1999
Statement of U.S. Senator Richard C. Shelby on Channel One
By Richard Shelby
FOR IMMEDIATE RELEASE Statement of Sen. Richard C. Shelby (R-Ala.) For More Information: Andrea Andrews (202) 224-6518May 20, 1999"I want to thank Chairman Jeffords and the members of the Health, Education, Labor, and Pensions Committee for holding this hearing and welcoming me to speak here this afternoon. I understand that the Committee is very busy and I greatly appreciate the opportunity that has been provided to me.”
“I asked Chairman Jeffords to hold this hearing because I have significant concerns about the increasing amount of commercialization occurring in our nation’s schools. It seems that in the last ten years or so, marketers have discovered the value of targeting kids in classrooms and have worked diligently to put more and more advertisements in the locations where our kids learn. In addition, beyond advertising, marketing firms are paying big bucks to get access to school children for use in focus groups and product studies. We are now at the point where there are product placements in textbooks, kids watching commercials at their desks during class time, and students filling out marketing surveys as part of their homework assignments. I feel that it is very important that we consider some of the factors behind the commercialization trend.
“For the marketers and advertisers the motivations are pretty clear. The teen and pre-teen school age population represents one of the most commercially important demographic groups. Teens are earning more money these days, most of it disposable income. Teens and pre-teens have a major influence on the purchasing decisions of their parents. But perhaps most important, teens and preteens have yet to develop brand loyalty. As consumers, they represent blank slates, they are less savvy and have less world experience than adults. They are willing to ‘sample’ a host of products and represent the perfect sales opportunities for marketers.
“For example, Channel One, the news and informational show programmed specifically for teenage viewers which airs in approximately 12,000 schools across the country, like many of the other in-school advertisers, concentrates on the importance of the teen market in its sales pitch to potential advertisers.
“Channel One’s pitch indicates the importance, the value and the difficulty of marketing to teens. It also offers a solution that highlights Channel One’s unique access to kids via school room television: the clear solution - use the schools, take advantage of captive student audiences, and plug away the product.
“I must point out that marketers are not the only ones who profit from these arrangements. Schools do receive something in return. In the case of Channel One, participant schools get free televisions, satellite dishes and news and current events programming. In other marketing arrangements, participant schools receive cash or equipment that they can use for school activities.
“However, the fact that principals, administrators and school boards are turning to these ‘alternative methods of financing’ raises serious issues. As the role of technology in education becomes greater and the need for educational hardware and software expands, educators are going to face a growing number of funding challenges. Some may choose to sell access to students to meet their needs, deciding that a few extra commercials in kids lives will do no harm.
“But at this point, the issue is far beyond considering having bake sales to raise money for the science club. We are talking about selling our kids to the highest bidders - about putting our children and their education time on the auction block. We are talking about wasting our kids’ time when they most need to focus on core subject areas. In fact, in recent international math and science tests, American students scored at or very near the bottom. Frankly, there is not enough time in the educational day for commercials and other distractions.
“In light of this, I believe it is imperative that we provide educators with a full range of commercial free alternatives. I believe that we should consider changing federal funding mechanisms to provide local districts with the flexibility to obtain whatever resources they feel are needed. I think school systems should be made aware of some of the commercial free programming alternatives that exist. I would also hope that Corporate America, in the name of good citizenship, will see fit to make donations of computer equipment, software, televisions, internet time, and any other educationally important technology, with no strings attached. I believe there are some cases where there is no need for quid pro quo.
“In the end, this hearing is about raising awareness of the issue of commercialization of our nation’s schools. There is no magic solution that Washington can provide. Ultimately, and appropriately, the final decisions regarding this subject will be made on the local level, by those who know best about what should and should not happen in their schools. As we enter the 21st Century, it is my hope that local educators will be able to make those decisions with a full range of choices - I want decision makers to be able to decide for themselves rather than have to settle for a ‘deal.’”