http://www.democraticmedia.org/jcblog/?p=997

Teens are ground zero for the digital marketing industry, worldwide, since they are seen as the “always-on” online generation.  Companies such as Microsoft, AOL, Sulake, MTV/Nick and many others closely research the digital behaviors of youth–all so they can be better targeted online.  This week, Kmart became the lead sponsor for a new online series featuring“product integration” and produced by tween/teen targeting company Alloy Media [now owned by Zelnick Media].  Here’s what Ad Agereported [excerpt]:This week, Alloy debuts “First Day,” its first wholly original series for the web and a branded-entertainment vehicle for Kmart, which will use the program to promote three of its back-to-school product lines: Bongo, Rebecca Bon Bon and Dream Out Loud…Josh Bank, Alloy Entertainment’s East Coast president, saw “First Day” as a creative challenge to build a series’ concept around Kmart’s brand brief. The eight-episode series follows main character Cassie…as she’s forced to relive her first day of high school over again, “Groundhog Day” style…Although Kmart and its products are never addressed by name in “First Day,” each episode will be supported by display and video pre-roll video ads highlighting the participating retail lines, with links to Kmart’s own micro-sites to purchase the products seen in the series. “First Day” will also receive heavy promotion via click-to-expand video ad units from Alloy properties such as Gurl.com, Alloy.com and Teen.com, and exclusive web partnerships with Meez.com, Candystand and Fanpop among others. Kmart’s media agency, MPG, and digital agency, Digitas, helped broker the deal and create the media plan with Alloy.”

Here’s how Alloy Digital explains what it delivers for marketers:  “Nobody knows the youth market better. As a pioneer in the digital space, Alloy connects with millions of young consumers online through highly trafficked websites and premium original web programming. What does that mean for you? Access to the highest concentration of teens, tweens and young adults available online. And comScore agrees – the Alloy Digital Network has ranked #1 in its category for the past year…At Alloy, our sole mission is to identify and develop innovative spaces and tactics to ensure your brand message reaches an engaged audience.” They explain to advertisers that they know their youth target well: “We know who they are. Socialites, gamers, skaters, fashionistas – we’re all about what they’re into, where they hang out, who they are “socializing” with and … we know where to reach them. Our networks are unparalleled. No other company can deliver this level of specificity, on this large a scale and with this degree of focus. We are where they are, and so is your message.”

And it’s time to wake up FTC and state a-g’s–let alone parents.  Look at how Alloy tries to capture its youthful target via these interactive marketing tactics:
Display: Standard IAB units, interstitials

• Full rich media capabilities
• Targeting by geographic and demographic

Video pre/mid/post-roll

• Targeting by geographic and demographic

Custom Integrated Programs:

• Homepage Domination
• Custom Video Programs
• Sweepstakes & Contests
• Advertorials, Quizzes, Editorial Sponsorships, Polls
• Custom Games
• Virtual World brand immersion programs
• Social Media integration within Facebook, Twitter, and YouTube
  

and in searching for partners to help them target youth, Alloy explains:
“As a select member of the Alloy Digital Network, you can increase your ad revenue, raise your site visibility, traffic and buzz among users…

Become a Partner Member – Does your site have what it takes to be a part of the network? Established audience? Ad-friendly? The requirements are:

• Minimum 100k monthly unique visitors
• Content targeting 12-34 demo…”

Teens should not be the focus of non-transparent and unfair online marketing tactics, including data collection.  This is part of the current federal privacy and fair rules for online marketing, especially for youth, debate.  Stay Tuned!

The evidence is pouring in about the wholesale breach of Channel One’s contract.  Obligation has always strongly encouraged schools that want to stop showing Channel One’s program to not breach the contract, but rather work within the framework of the contract and end the contract in a responsible way.

The purpose of this letter was to have Channel One tell the truth about the sorry state of their contracts.   Can it really be a coincidence that a big majority of the schools Obligation has visited consider the contract to be, in various degrees, a joke?

August 16, 2010

Ms. Kathy J. Goodman
EVP, Operations
Channel One Network
3100 Breckinridge Blvd, Suite 529
Duluth, GA 30096-7564

Dear Ms. Goodman:

I believe a significant number of schools are breaching their contract with Channel One, LLC. I base this on personal observations, school websites, newspaper articles, and evidence presented to me by a person formerly responsible for obtaining compliance reports from south Texas schools.

As a courtesy I am sending this to you, but I believe you have a duty to pass on this letter to Alloy’s general counsel and ZelnickMedia’s due diligence team.

For years I have posted articles detailing how schools dishonor Channel One’s contract by airing the program fewer days than required, before the school day begins, and with fewer than 12 minutes for viewing.

It is not infrequent that schools simply don’t show Channel One News at all.

Two recent examples:  Last week I talked with students at Pizitz Middle School in Vestavia Hills, AL.  They said Channel One News hasn’t been aired the last two years.  Promethean white boards have made your TVs obsolete.  Yet, the principal and the Superintendent indicate there is no breach of your contract. If this is true, your contract is a sham contract and I know hundreds of schools that would quickly turn off your program if there were no danger of losing your equipment.

Also last week the principal of Hernando High School (FL) said in a Hernando Today article about the removal of Channel One’s service, “students nor teachers would see much difference next year because the school hasn’t broadcasted the show for the past three years.”

Channel One has had little incentive to enforce the contract because as long as the signed contracts are in your file you will earn ad revenue – even if that revenue is based on “ghost” students.

That all has changed with the impending purchase of your parent company.  I am sure ZelnickMedia will require a scrupulously honest accounting of student viewers.

I would be happy to share information with your general counsel and ZelnickMedia.

Sincerely,

Jim Metrock
President

P.S.  Remember? Forged compliance reports: obligation.org/2006-02-25-the-inevitable-fall

Letter in PDF format.

http://www.democraticmedia.org/jcblog/?p=997

Teens are ground zero for the digital marketing industry, worldwide, since they are seen as the “always-on” online generation.  Companies such as Microsoft, AOL, Sulake, MTV/Nick and many others closely research the digital behaviors of youth–all so they can be better targeted online.  This week, Kmart became the lead sponsor for a new online series featuring“product integration” and produced by tween/teen targeting company Alloy Media [now owned by Zelnick Media].  Here’s what Ad Agereported [excerpt]:This week, Alloy debuts “First Day,” its first wholly original series for the web and a branded-entertainment vehicle for Kmart, which will use the program to promote three of its back-to-school product lines: Bongo, Rebecca Bon Bon and Dream Out Loud…Josh Bank, Alloy Entertainment’s East Coast president, saw “First Day” as a creative challenge to build a series’ concept around Kmart’s brand brief. The eight-episode series follows main character Cassie…as she’s forced to relive her first day of high school over again, “Groundhog Day” style…Although Kmart and its products are never addressed by name in “First Day,” each episode will be supported by display and video pre-roll video ads highlighting the participating retail lines, with links to Kmart’s own micro-sites to purchase the products seen in the series. “First Day” will also receive heavy promotion via click-to-expand video ad units from Alloy properties such as Gurl.com, Alloy.com and Teen.com, and exclusive web partnerships with Meez.com, Candystand and Fanpop among others. Kmart’s media agency, MPG, and digital agency, Digitas, helped broker the deal and create the media plan with Alloy.”

Here’s how Alloy Digital explains what it delivers for marketers:  “Nobody knows the youth market better. As a pioneer in the digital space, Alloy connects with millions of young consumers online through highly trafficked websites and premium original web programming. What does that mean for you? Access to the highest concentration of teens, tweens and young adults available online. And comScore agrees – the Alloy Digital Network has ranked #1 in its category for the past year…At Alloy, our sole mission is to identify and develop innovative spaces and tactics to ensure your brand message reaches an engaged audience.” They explain to advertisers that they know their youth target well: “We know who they are. Socialites, gamers, skaters, fashionistas – we’re all about what they’re into, where they hang out, who they are “socializing” with and … we know where to reach them. Our networks are unparalleled. No other company can deliver this level of specificity, on this large a scale and with this degree of focus. We are where they are, and so is your message.”

And it’s time to wake up FTC and state a-g’s–let alone parents.  Look at how Alloy tries to capture its youthful target via these interactive marketing tactics:
Display: Standard IAB units, interstitials

• Full rich media capabilities
• Targeting by geographic and demographic

Video pre/mid/post-roll

• Targeting by geographic and demographic

Custom Integrated Programs:

• Homepage Domination
• Custom Video Programs
• Sweepstakes & Contests
• Advertorials, Quizzes, Editorial Sponsorships, Polls
• Custom Games
• Virtual World brand immersion programs
• Social Media integration within Facebook, Twitter, and YouTube
  

and in searching for partners to help them target youth, Alloy explains:
“As a select member of the Alloy Digital Network, you can increase your ad revenue, raise your site visibility, traffic and buzz among users…

Become a Partner Member – Does your site have what it takes to be a part of the network? Established audience? Ad-friendly? The requirements are:

• Minimum 100k monthly unique visitors
• Content targeting 12-34 demo…”

Teens should not be the focus of non-transparent and unfair online marketing tactics, including data collection.  This is part of the current federal privacy and fair rules for online marketing, especially for youth, debate.  Stay Tuned!

###

Channel One News will be a vital part of this marketing assault on kids.  Their job is to encourage their captive audience of schoolchildren to go online and watch the Alloy/Kmart web episodes.

The Player: Alloy Media & Marketing
Location: Los Angeles and New York
Key Execs: Matt Diamond, CEO, Alloy Media & Marketing; Sean Horvath, exec VP-branded entertainment, Alloy Media & Marketing; Josh Bank, president, Alloy Entertainment, East Coast

Key Projects: “First Day,” a branded web series for Kmart that launches Aug. 31; “Haute & Bothered,” a scripted web series sponsored by LG Mobile; “Private,” a web series based on the Kate Brian novels; upcoming web series “Talent” and “Hollywood Is Like High School With Money”; Alloy Entertainment’s CW series “Gossip Girl” and “The Vampire Diaries” and their respective book series; and the ABC Family drama “Pretty Little Liars” and its accompanying book series.

The Background: For more than a decade, few media companies have shaped the way tweens and teens consume franchise properties quite like Alloy Media. Since the 2005 release of Alloy Entertainment’s movie adaptation of Alloy’s hit young-adult novel series “Sisterhood of the Traveling Pants” and the 2007 premiere of “Gossip Girl,” based on the books by Cecil von Ziegesar, the company has accomplished a cross-platform pop-cultural relevance other publishing houses could only dream of achieving.

Next Steps: Whether fans tune in to the televised versions of their favorite books on TV, discover the books by following the TV series or films, talk about characters and storylines on Alloy’s network of websites (ranked No. 1 among teens in June by ComScore, with 16.8 million unique visitors) or tune in to in-school network Channel One in more than 8,000 schools nationwide, Alloy has quietly become the new arbiter for teen-entertainment trends. It’s a distinction recently noticed by ZelnickMedia and Chairman Gerry Laybourne (founder of Nickelodeon and Oxygen), which acquired Alloy in June for $126.5 million.

Now Alloy is turning to the web as its latest development vehicle, bringing brands along for the ride. In 2009 it launched “Private,” a web series sponsored by Johnson & Johnson based on an Alloy’s private-school mystery novels, and “Haute & Bothered,” an original scripted series sponsored by LG Mobile. This week, Alloy debuts “First Day,” its first wholly original series for the web and a branded-entertainment vehicle for Kmart, which will use the program to promote three of its back-to-school product lines: Bongo, Rebecca Bon Bon and Dream Out Loud (the latter from Disney Channel star Selena Gomez).

Josh Bank, Alloy Entertainment’s East Coast president, saw “First Day” as a creative challenge to build a series’ concept around Kmart’s brand brief. The eight-episode series follows main character Cassie (Tracey Fairaway) as she’s forced to relive her first day of high school over again, “Groundhog Day” style.

“We wondered, ‘How could we showcase three different clothing lines?’ A girl living the same day over and over again in different ways seemed like the best way to do that,” Mr. Bank said.

Although Kmart and its products are never addressed by name in “First Day,” each episode will be supported by display and video pre-roll video ads highlighting the participating retail lines, with links to Kmart’s own micro-sites to purchase the products seen in the series. “First Day” will also receive heavy promotion via click-to-expand video ad units from Alloy properties such as Gurl.com, Alloy.com and Teen.com, and exclusive web partnerships with Meez.com, Candystand and Fanpop among others. Kmart’s media agency, MPG, and digital agency, Digitas, helped broker the deal and create the media plan with Alloy.

Mark Snyder, Kmart’s chief marketing officer, saw a compelling case to be made for the integrated marketing of his retailer’s clothes.

“A lot of these kids didn’t grow up with Kmart the same way the boomer generation did. It didn’t have the fashion credibility Kmart does now, so including it in the storyline felt very relevant to their day to day,” he said. “Alloy is an expert on this particular segment and we knew they could deliver the audience we were looking to reach.”

And as the teen segment in particular develops more fickle media habits, Mr. Snyder and his marketing team will evaluate the relative value of “First Day” compared to its other media buys later this year. Like Kraft, Procter & Gamble and even Poise incontinence pads have learned before him, original web series can sometimes be tied directly to positive sales results.

for full story:  http://adage.com/madisonandvine/article?article_id=145620

Press Release Source: Alloy, Inc. On Monday August 30, 2010, 9:00 am EDT

Kmart to leverage immersive branding and retail opportunities through original comedy from Alloy Entertainment — creators and executive producers of young adult mega-hits, “Pretty Little Liars”, “Vampire Diaries”, “Gossip Girl”, and Web success, “Private”

NEW YORK, Aug. 30, 2010 (GLOBE NEWSWIRE) — Alloy Media + Marketing, a leading provider of youth-focused innovative media, today announced the scheduled Aug. 31, 2010 premiere of First Day (www.firstdaytheseries.com), an original comedy Web series airing bi-weekly on Alloy’s premium multi-platform digital entertainment network, AlloyTV (www.alloytv.com). Alloy has teamed with Kmart in creating an original script with product integration into the eight-episode series, in addition to collaborating on an extended digital promotion for its recently introduced fall fashion lines: Selena Gomez for Dream Out Loud, Rebecca Bonbon and Bongo.

First Day was created by Alloy Entertainment, a division of Alloy Media + Marketing, which also created and produced well-known mega hits such as Pretty Little Liars, Vampire Diaries and Gossip Girl as well as the online success, Private. First Day follows a teenage girl who repeatedly relives her first day at a new school. The series stars Tracey Fairaway from Make it or Break It, and Elizabeth McLaughlin from Ugly Betty and The Clique.

“We were excited to collaborate with Alloy in creating groundbreaking content that complemented our primary back-to-school digital efforts with a highly entertaining Web series in First Day,” said Mark Snyder, chief marketing officer for Kmart. “This project has strong appeal for teens and tweens, featuring a fun storyline that will resonate with our target audience and deliver through an ideal platform. First Day allows Kmart to showcase its exclusive fashion brands to influential customers in a dynamic and relevant online environment where young people are spending increasing hours. The digital experience is perfect for an audience that demands media on its own time.”

Kmart and its retail brands will receive extended promotion during the course of the series, with additional media running throughout the Alloy Digital Network and via Alloy’s Channel One Network, the leading television news broadcast for teens, reaching an audience of more than six million teens on a daily basis.

First Day will also feature a unique retail component in each episode. Kmart will “hotspot” its fashions throughout the series, enabling viewers to buy the inspired looks worn by the lead characters by means of a direct link to the products on the Kmart website (www.kmart.com). Viewers will also have the chance to participate in a sweepstakes, where one lucky winner and a guest will visit New York City for a complete head-to-toe makeover, including a Kmart shopping spree with a personal stylist to complete a brand new school wardrobe.[1]

AlloyTV is a premium multi-platform digital entertainment network featuring original short-form programming and exclusive video content. First Day will be broadcast on AlloyTV with distribution throughout the Alloy Digital Network, a community of highly trafficked and dynamic online environments, which include Alloy owned sites www.alloy.com, www.teen.com, www.gurl.com, and www.channelone.com, along with premium partner sites focused on the interests of the coveted millennial audience. The network has been ranked number one by comScore in its category for 19 months running and reaches a measured audience of more than 51 million millennial consumers each month.

“First Day provides Kmart direct access to a large and extremely influential teen audience through an original program that is primed to appeal to this audience’s current media tastes and pop culture cravings,” commented, Sean Horvath, executive vice president, Branded Entertainment, Alloy Media + Marketing. “Working with Kmart for First Day was truly a collaborative effort and we are very excited to see the fandom build for the series.”

“We look forward to watching First Day along with our teen customers,” concluded Snyder, “and following the palpable buzz we expect will quickly grow around this fun and very engaging program.”

About Alloy Media + Marketing

Alloy Media + Marketing (AM+M) (Nasdaq:ALOY - News) is one of the country’s largest providers of media and marketing programs reaching targeted consumer segments. Alloy manages a diverse array of assets and services in interactive, display, direct mail, content production and educational programming. Alloy works with over 1,500 companies including half of the Fortune 200. For further information regarding Alloy, please visit our corporate website at www.alloymarketing.com.

Obligation, Inc. applies the truth to a Channel One News Powerpoint presentation.

News channel down the tubes for two high schools

By JEFF SCHMUCKER

Hernando Today   Published: August 6, 2010

This sleazy movie gets prominent exposure at the top of Channel One News’ home page.

Channel One News is encouraging kids to see the filthy, hard-PG13 movie Scott Pilgrim Vs. The World.

Once again, freelance writer and Channel One movie “reviewer” Christa Fletcher is talking straight to middle schoolers as if she is their best friend recommending a sweet little movie.  She makes this article look like a review but her writing is nothing but a thinly disguised advertisement.

Channel One News: “Even the online trailer is awesome, with interactive movie features and gaming capabilities. We’re pumped to find out what cool things the movie will have in store”

“Promised to be filled with laughs, quirky comic book moves and some epic battles against the bad guys, we’re thinking Scott, his rock band and quest for love, will do more than fulfill your need for a night of comedy — it’s also a great excuse to ask the girl or boy of your dreams out to a Friday night flick.”

http://www.channelone.com/fun/scott-pilgrim-vs-the-world

This movie that Channel One News is so thrilled about won’t thrill parents.  It is filled with profanity, sexual content (including plenty of gay/lesbian sexual content), and considerable drinking and drug content.

This is the first movie of the new school year that Channel One is endorsing for kids down to age ten (even lower on the web) and it would be difficult to find a more offensive PG13 movie.

We don’t think Channel One’s Christa Fletcher even bothered to see the movie.  She is probably only familiar with the material put out by the movie studio. The same movie studio that is paying Channel One to get kids to see this cultural rot.

“Cultural rot”? Too harsh?  You be the judge. Here is just a little bit of the actual content of the film as reported by Screenit.com:

“You didn’t bang her? Are you gay?”

“I was a little bi-curious” (The movie is about Ramona’s ex-lovers coming back to fight her new boyfriend Scott. One of her ex-lovers was Roxy.)

“Sloppy seconds,” (Said by the gay roommate of the main character.)

“I gotta pee on her.”

Ten instances of the f-word. (Oddly this word is bleeped out every time but the meaning is conveyed to viewers.)  The S-word is used four times (not bleeped out). There is much more foul language.

There is a scene where Roxy, Ramona’s former lesbian lover, is about to strike Scott. Ramona tells Scott where to touch her, behind the knee, to make her orgasm and stop fighting Scott.

Wallace, Scott’s gay roommate gets upset when Scott comes into the room when he (Wallace) is in bed with a male lover.  Wallace says that Scott must have seen the man in his bed and his “junk”(genitals).

And of course the movie normalizes and glorifies getting drunk.

There is so much more trash from this movie.  How can Channel One News do this to kids?  Rhetorical.  They have done it a lot over the years.

Screenit.com rating on this movie’s content:
Alcohol/Drugs: HEAVY
Disrespectful/Bad Attitude: EXTREME
Profanity: HEAVY
Sex/Nudity: HEAVY
Violence: HEAVY

How can the clueless Christa Fletcher accept payment for churning out such irresponsible garbage on a kid’s web site?  It’s no surprise that Channel One continues to lose schools.