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source: channelone.com


OVERVIEW

Channel One in-classroom advertising refers to the two minutes of advertising on Channel One News, “an originally produced program with 10 minutes of news and two minutes of advertising”, said Greenberg and Brand.
According to Channel One’s website, their news program delivers “quality information and award-winning programming, via satellite, directly to thousands of secondary schools across the U.S.”(Frazier, 2007). Because of the two-minutes of corporate sponsorship, this program is able to be implanted in schools across the country cost-free. Below are some advertisements that have been aired on Channel One News.

















HISTORY

Channel One was created by Christopher Whittle in 1990 with six schools showing its news broadcasts (Borja, 2005)The company grew quickly, and within three years 12,000 satellite sets and decoder dishes, 24,000 VCRs, and 370,000 TV sets in 12,000 schools(Kaufman, 2003).
In 1994, Whittle sold Channel One to K-III Communications Corp, which, in 1997, was renamed Primedia. Throughout the 90s, Channel One’s business remained steady, until 2004 when revenues dropped 30 percent(Borja, 2005). From 2002 to 2004 Channel One lost many of its largest advertisers, which includes food advertisers such as Kraft Foods Inc. And the Kellogg Co. The Primedia annual report stated that many advertisers reduced or stopped their advertisements with Channel One because obesity was a large issue in schools (Struggle).
In 2007, Alloy Media & Marketing purchased Channel One from Primedia for $10 million (New Owner). For the new season in 2010, Channel One will begin broadcasting with digital technology.

REASONS FOR USING

As the “leading television news network for teens nationwide”, Channel One has the potential to reach teens as a specific demographic. The news broadcasts are shown in middle and high schools; therefore, they reach students ages 12-18. Furthermore, advertisers can reach specific geographic areas. According to Greenberg & Brand (1993), “the news content is written specifically for teenage students”. This gives advertisers dense, focused group of people to whom they can send their advertising messages.

REACH AND FREQUENCY

In 2007, Channel One claimed they reached “6 million teens in 270,000 classrooms”(Frazier, 2007). Frequency, the number of times an advertiser’s message reaches its audience, is high. There is no option for the viewer to change the channel, therefore the students are actively being exposed to the message and watching each commercial throughout the news broadcast.


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CONTROVERSEY REGARDING CHANNEL ONE ADVERTISING

Channel One News has been part of recent controversy to due its’ close ties with Alloy Media & Marketing. Alloy has been scrutinized in the past because of its association with some products, such as “Gossip Girl”, a racy program that airs on the CW.
Channel One News also faced controversy because many felt that a news program supported only by advertising is not appropriate for the classroom. However, Channel One’s Website states “we follow strict guidelines as to who may participate as sponsors and ensure distinct separation of editorial and advertising” (Channel One [About Us] 2010). It is because of the money raised from sponsorships that the news program is implemented in schools at no cost.

ADVERTISERS AND COMPANIES USING CHANNEL ONE
New Line Cinema
Warner Home Video
Sony Pictures
U.S. Marine Corps
U.S. Navy
U.S. Army
Warner Brothers Studios
Nexon
Activision
Nintendo




References
Borja, Rhea. (2005, July). Channel One Struggling in Shifting Market [Electronic Version].
Education Week, 24(43), 3-14.

Channel One News: Who Are We? (2009, June). Retrieved April 8, 2009 from
http://www.channelone.com/about/

Frazier, Mya. (2006, November). Channel One: new owner, old issues [Electronic
Version]. Advertising Age, 78(47).

Greenberg, B. and Brand, J. (1993). Research Note: Television News and Advertising
in Schools: The “Channel One” Controversey. Journal of Communication, 43.

Kaufman, Debra. (2003, November). Channel One Outlasts Its Critics [Electronic
Version]. Television Week, 22(47).