Setting the Record Straight: Channel One… One Savvy Lobbyist

Recently, Channel One, a twelve minute in school show containing two minuets of television commercials, registered in Washington D.C. to lobby at the federal level in order to defend themselves at possible U.S. Senate hearings. In a March 11, 1999 Washington Post column, Channel One claims that their aim is to promote education, not business and that lobbying is an entirely new endeavor for Channel One. One spokesman said, “We’re not sophisticated Washington lobbyists. We’re used to dealing with teachers.” The Center for Commercial-Free Public Education, however, conducted some investigative reporting and discovered quite the opposite. From the East Coast to the West, from 1990 to the present, Channel One has actively lobbied across the country.

For example, in the early 1990’s, Channel One experienced difficulty breaking into the California public schools market. The state’s Superintendent of Education, Bill Honig, disliked Channel One so much that he threatened to reduce state funding and possibly sue schools that signed up for the program. From 1991- 1994, Channel One was also threatened by legislation introduced by Senator Art Torres’ (D-Los Angeles) that would ban schools from contracting with companies, such as Channel One, that included advertising via electronic media during the school day. In response, Channel One’s then-parent company, Whittle Communications, hired sever al of the most well known lobbyists at the state and federal levels to defend their position. These firms, including Nielsen, Merksamer, Hodgson, Parrinello & Mueller, Rose-Kindel, and Carpenter & Associates, were paid over $1.4 million to defend Channel One’s presence in California’s public schools. According to a September 1991 L.A. Times article, Whittle Communications paid $206,861 to well-connected individuals as well as political consulting and public relations firms insure their success in breaking into California schools.

Channel One tried to defeat legislation banning it from New York’s public schools three times during the mid-90’s. Their resulting lobbying expenditures in New York between the years 1992 and 1997 added up to over $500,000.

Today Channel One is owned by Primedia, based in New York, NY. According to the Federal Clerk of the House, employers of both Channel One and Primedia registered in June, 1998 to lobby in Washington D.C. As of August, 1998 Primedia had paid $20,000 to firm, Thelen, Reid and Priest to represent them and as of February of 1999, Channel One had retained the lobbying firm of, Preston, Gates and Ellis for a fee of $120,000. They have also retained Ralph Reed, formerly head of the Christian Coalition, to lobby on their behalf.

It is clear that Channel One is a well-seasoned lobbyist. As to Channel One’s declaration that they are about education, not business, just look at these quotes taken from the promotional materials they use to solicit advertisers for the show.

• “Get the UNDIVIDED ATTENTION of millions of teenagers for 12 minutes a day,”

• “Teens: a $63 Billion Market… With Channel One, your reach is more effective…” Channel One for education? We think not. Channel One is educated? Yes—in the art of lobbying, marketing, and making a hefty buck off exploiting our children and public schools.

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