November 18, 2006

Channel One screen shot : The ending of the commercial for the $250 Wii video game system.

It’s nearing the holiday season and Channel One again is beginning to advertise expensive products for their preteen and teen audience. The objective is to get young people to nag their parents. Nintendo is a long-time advertiser on Channel One. Advertising to a captive audience of students really, really does help the bottom line at Nintendo. If you don’t believe us, check out what Nintendo said as part of a full-page Channel One ad in Advertising Age magazine:

Why would any school take time out a school day to show a motivational film to encourage video game playing and to purchase an expensive new video game system? What type of teacher or principal thinks this is an "OK" use of taxpayer-funded school time?

This moronic use of student time happens because in the schools that still have a contract with Channel One, Channel One is in control of one hour a week of school time. They determine what students will see and hear. Channel One has determined only one gaming system, the Nintendo Wii, will be advertised, and therefore the Nintendo Wii is THE school-endorsed video game system for this holiday season. "Mom and Dad, our school wants us to purchase the Wii ("Wee"). They have been showing us special Wii ads for the last month. You can trust the school. I need a Wii. I will be the only one in my class without one if you don’t come through for me."

Students watch as players demonstrate the new Wii controller. This is Channel One’s idea of "educational television."

Below: The world now knows that Channel One’s CEO Judy Harris is the "Queen of Advertorials." Her desire to mix advertising and news also extends to the Channelone.com website. Here is a "top story" portion of the homepage that lures young visitors to a "news" article that poses the burning question, "What’s so great about Wii and PS3?" Wow, what a coincidence.