Much to the chagrin of serious educators, Channel One has spent much
of its show this month covering the Olympics. Whenever a daily show would
be featuring a report from Salt Lake City, Channel One would begin the
show with this graphic:
This would alert students to be watching for what Derrick Shore would
be wearing. This graphic is on screen for four seconds. Shore will never
be seen without a Columbia Sportswear jacket on, even when it would make
sense not to have a jacket on. On February 6, in a pre-Olympic story,
Shore is shown in front of the camera for over two minutes, every second
of which he is modeling a Columbia Sportswear jacket. That time, if added
to the two minutes of regular ads, would make four minutes of commercial
time on one show.
Derrick Shore begins his two minutes of modeling for Columbia Sportswear.
Notice the company name and logo on the jacket are on screen. This scene
is a powerful advertisement for the jacket maker.
Below: While interviewing three girls at Salt Lake City, Shore’s camera
person makes sure never to get the Columbia Sportswear jacket and headgear
out of the camera frame.
Below: Different day, different Columbia Sportswear jacket and
more contract-breaching advertising profits for Channel One.
Obligation’s Jim Metrock said, "This is a first for Channel One.
This is a new way to sneak more advertising into the show. Already, with
guest hosts and sponsorships of segments of the show, Channel One is
way over its two-minute limit on ad time. Many school boards are clueless
or simply don’t care if a vendor, like Channel One, is violating a contract
with the school district. Hopefully, there are many more effective school
boards that will explore Channel One’s very open breach of contract."
Metrock continued, "The public ought to make sure they never purchase
anything from Columbia Sportswear. This Portland, Oregon company used
valuable school time to push its line of products. They took taxpayer-funded
school time and converted into their marketing time. When you see the
Columbia label, ask the clerk for another brand."
