Readers — Here’s a post from the Campaign for a Commercial-Free Childhood about School Bus TV. The idea of kids being force-fed even MORE screen time just nauseates me. Fortunately, Josh Golin, associate director of the Campaign, articulates the arguments against bus TV far better than my fake retching sounds. He also references his group’s successful 4-year fight against BusRadio, an equally appalling idea to pipe in radio — and ads — Â to moppets riding the bus to school. — Â L.
THE NEXT BUS RADIO? BY JOSH GOLIN
Havenâ€™t we been down this road before? A few years ago, it was BusRadio promising to make school buses safer and calmer with its student-targeted radio broadcasts. Now itâ€™s television that marketers claim will soothe the beast. From theDallas Morning News:
Television can be a ready baby sitter in the living room, but will it work on school buses?
The Garland school district is experimenting with playing educational videos on a school bus to help cut discipline problems.
For $1,500 per bus, Carrollton-based AdComp Systems installs a 26-inch flat screen TV at the front of the bus. The screen plays videos supplied by NASA, the Discovery network, History Channel and others.
The similarities between BusRadio â€“ which closed its doors last September after a four-year campaign by CCFC and Obligation, Inc. â€“ and Bus-Ed-Safe-TV (BEST) are striking. Like BusRadio, BEST is claiming it will improve student behavior and touting its plan to air safety messages and PSAs in its pitch to school districts, while downplaying its commercial content. TheÂ Dallas Morning News is even reporting that BEST will have no commercials.
Even if that were true, itâ€™s still a terrible idea.Â At some point weâ€™re going to need to stand up to the flat-screen invasion and the ubiquitous blaring TVs that compete for our attention and with our conversations at seemingly every turn. SinceÂ children 8-18 already spend 7.5 hours a day with media and excessive screen time is linked to poor school performance,Â keeping televisions off of school buses might be a good place to start.
And just as with BusRadio â€“ which once boasted on its website for advertisers that it would â€œtake targeted student marketing to the next levelâ€ â€“ itâ€™s clear the underlying purpose of BESTÂ isÂ to deliver a captive audience of students to advertisers. The BEST website includes a section of â€œideal partnershipsâ€ which include â€œtargeted content partnersâ€ and â€œcommercial sponsorships.â€
As for the claim there will be no commercials, the website says only that BEST wonâ€™t run â€œDirect commercial ads that parents can object to and are not good for kidsâ€ or air violence or sexually explicit material. Thatâ€™s not setting the bar very high.
As we learned with BusRadio, itâ€™s not just the content that parents object to â€“ itâ€™s the very business model of forcing children to consume media and marketing on a school bus. Before the BEST team proceeds any further, they should do their homework. They could start with the more than 1,000 comments that parents submitted to the FCC in opposition to BusRadio, or by reading how parents in Louisville, Montgomery County, and cities and towns around the country organized to keep the company out of their school districts. Because if BEST, like its failed predecessor, underestimates parentsâ€™ determination to keep their school buses commercial-free, itâ€™s sure to beÂ the next BusRadio. — J.G.