Channel 1 Rejection
Ninth District PTA applauds the courage of the San Diego Unified Board of Education for refusing to bite at the carrot being offered by Whittle Communication in the guise of Channel 1. PTA strongly believes in the current movement for the restructuring of our public schools. If the restructuring is to succeed, risks and innovative programs must be utilized. However, some risks are not worth taking. Channel 1 clearly falls into this category.
PTA supports partnerships between business and public schools as part of the restructuring process. There are many examples in which partnerships of this type have made a significant difference. But when IBM, Apple and Hewlett Packard donate equipment to a school, there are no strings attached. There are no advertisements aimed specifically at children or mandated times away from instruction.
Whittle, on the other hand, dictates how, what, when, and where its equipment and Channel 1 programs will be used so they can guarantee delivery of the elusive teen-age target audience. This is why advertisers are willing to spend more for a 30-second spot on Channel 1 than they do for one on Murphy Brown. Our children are not for sale to the highest bidder.
LINDA VANDERVEEN, Vice President of Legislation, Ninth District PTA
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