Commentary : FROM SCHOOLS TO TRUCK STOPS, ‘PLACE-BASED MEDIA’ FLOURISH

If you’re past the age of proms and pimples, you may never have encountered this daily TV newscast. Yet it captures as many viewers each day as tune in to Tom Brokaw on “The NBC Nightly News.”

For you, it may be out of sight and mind, but the newscast known as Channel One--celebrating its third anniversary this month--is a TV smash.

The reason is obvious, at least to budget-strapped educators. Schools that sign on for Channel One get up to $50,000 in VCRs, satellite dishes, television sets and other video loot.

Also at no charge is the 12-minute newscast itself, which is beamed down to some 12,000 public and private schools in 45 states for viewing by 8.1 million students.

What do they see? A rainbow coalition of young men and women, all attractive personalities and able readers. Whether on the scene or in their clubhouse-like newsroom, these Cronkite manques report the news briskly and in simple declarative sentences.

The powerful force of television demands from viewers the sort of savvy skepticism that has come to be called “media literacy,” and a school is in an ideal position to teach those street smarts for the video age.

But first ... a word from our sponsor.

From its daily 12 minutes, parent Whittle Communications whittles two minutes of commercials.

Channel One, you see, is among a growing number of what are called “place-based media.” Their mission: to make sure we are never out of reach of a TV show--or of TV advertising.

Some, like Channel One, are very successful. For delivering 8.1 million sets of teen-age eyeballs to messages for such products as candy, cola, a fast food restaurant and acne cream, Whittle rakes in more than $600,000 per day.

Others? Well, Turner Broadcasting System recently announced that it’s checking out of its supermarket-based Checkout Channel. Launched two years ago, the Checkout Channel gave cart-pushers waiting in line a serving of CNN programming and commercials. Now it’s back to reading the “Weekly World News.”

But never fear. Turner’s year-old Airport Channel is flying high, and similar TV networks at McDonald’s restaurants and in health clubs may go forward.

Recently, HBO announced plans for its Visitor Information Network, which will provide hotel guests with in-room video services, including visitor tips on the host city that, according to a statement, “showcase the city’s finest retailers, restaurants, attractions and services.”

Whoa-a-a, this sounds like commercials.

And, hey, good buddy, when you’re back on the blacktop, pull your rig into a truck-stop served by the American Transportation Television Network’s Trucker Television. You’ll get news, road conditions and (according to a release) “lifestyle programming.” Plus commercials.

That’s “place-based media” for you. Proving that, for those clever marketing guys, space is the place. Any space.

For instance, here are a few more TV networks you might someday be avoiding (or trying to):

--PNN: That is, the Prenatal Network. Start preparing Junior for those College Board exams (and keeping up with the Joneses) from the womb.

--Pew TV: The perfect antidote to windy sermons. Earphones required. Have Visa card ready.

--Elevator Network: With advice for attacks of claustrophobia, along with 30-second versions of favorite films such as “Room at the Top,” “Up the Down Staircase” and “Shaft.”

--The Post Office Channel: While you stand in line for a book of 29-cent stamps, you can catch the “Roots” saga, then get a good start on the “Godfather” trilogy.

--Tomb TV: The show that never ends, it’s brought to you by ... well, YOU know who.