Ad Dollars Seen in School TV Shows

Article Tools
  • PrintPrinter-Friendly
  • EmailEmail Article
  • ReprintReprints

High school broadcast-journalism programs have a new potential source of funding—if they agree to air commercials in the middle of their student-run, in-school television newscasts.

Two former high school broadcast-news directors started in February Scholastic Media Funding LLC, a Sacramento, Calif.-based company that plans to act as a middleman between advertisers and schools. The company will gather and distribute commercial reels to schools via its Web site,

Ten public high schools in Arizona and Texas are in the process of signing one-year contracts to use the service this fall, said Alex Feher, 19, the president and chief executive officer of the company. A Virginia school district has also expressed interest, he said.

Like the Channel One network, which airs 12-minute newscasts in schools, SMF offers schools incentives to run two minutes of commercials.

But while New York City-based Channel One gives schools TVs and other technology in exchange for student attention, Mr. Feher’s new company will give schools 35 percent of the profits they generate from airing the commercials, he said.

He also said the company plans to donate 5 percent of revenues to a scholarship fund for student broadcasters, offer a professional-mentor network, and promote a competition in which students create commercials for advertisers. The students with the best commercial, Mr. Feher said, would receive rewards such as scholarships and equipment.

“The number-one problem for school broadcasting programs is funding,” said Mr. Feher, who worked briefly as a senior writer for the Sacramento CBS affiliate before starting SMF. His business partner, Zachary G. Melchiori, the chief financial officer of SMF, was also a high school classmate.

Mr. Feher estimates that a 2,000-student high school that runs a television newscast three times a week would reap about $8,000 annually.

But anti-commercialism advocate Jim Metrock, the president of Obligation Inc., a watchdog group based in Birmingham, Ala., sees SMF the same way he sees Channel One—as a threat to schools.

“Schools are for education, not marketing,” he said. “They want you to sell your soul for 35 percent of ad revenue. That’s not a lot money, and bigger schools don’t need it.”

Vol. 25, Issue 37, Page 9

Published in Print: May 17, 2006, as Ad Dollars Seen in School TV Shows

Back to Top Back to Top

Most Popular Stories





Sponsor Insights

Vocabulary Development for Striving Readers

Free Ebook: How to Implement a Coding Program in Schools

Successful Intervention Builds Student Success

Effective Ways to Support Students with Dyslexia

Stop cobbling together your EdTech

Integrate Science and ELA with Informational Text

Can self-efficacy impact growth for ELLs?

Disruptive Tech Integration for Meaningful Learning

Building Community for Social Good

5 Resources on the Power of Interoperability from Unified Edtech

New campaign for UN World Teachers Day

5 Game-Changers in Today’s Digital Learning Platforms

Hiding in Plain Sight - 7 Common Signs of Dyslexia in the Classroom

The research: Reading Benchmark Assessments

Shifting Mindsets: A Guide for Training Paraeducators to Think Differently About Challenging Behavior

All Students Are Language Learners: The Imagine Learning Language Advantage™

Shifting Mindsets: A Guide for Training Paraeducators to Think Differently About Challenging Behavior

How to Support All Students with Equitable Pathways

2019 K-12 Digital Content Report

3-D Learning & Assessment for K–5 Science

Climate Change, LGBTQ Issues, Politics & Race: Instructional Materials for Teaching Complex Topics

Closing the Science Achievement Gap

Evidence-based Coaching: Key Driver(s) of Scalable Improvement District-Wide

Advancing Literacy with Large Print

Research Sheds New Light on the Reading Brain

Tips for Supporting English Learners Through Personalized Approaches

Response to Intervention Centered on Student Learning

The Nonnegotiable Attributes of Effective Feedback

SEE MORE Insights >