This is Derrick Shore. He is a Channel One reporter. He is proudly wearing
a Columbia Sportswear jacket. We have already reported on his modeling
of advertiser’s clothing during the Olympics. Shore is not a real journalist,
so apparently it did not cross his mind that he was violating journalistic
standards, but still he should have refused to bring advertising into a
news story.
On March 6 (reported below), Shore again hawks an advertiser’s product
during the non-commercial part of Channel One News. He knowingly helped
Channel One violate their contract with every school that has Channel One.
What won’t Mr. Shore do for an advertiser? We aren’t sure. We can also
ask several other Channel One reporters the same question. Janet Choi and
Krystal Greene also plugged Cingular when they knew, or should have known,
it was wrong.
Channel One has stepped across the line many times by adding extra commercial
time in violation of the two-minute limit. "NBA Day" on Channel
One violates the contract. Sponsorships for the daily "Pop Quiz" has
violated the contract. Ads after the apparent ending of the show, but aimed
at children, are a violation of the contract. Guest hosts plugging their
CD coming out the next day is a violation of the contract. And there is
much more.
When Derrick Shore and Janet Choi looked into the camera on March 6 and
did a commercial for Cingular, they were representing Channel One and they
basically told teachers, students, and school boards, "The hell with
you. We are going to do whatever we can get away with."
Now Channel One on-air personalities are doing commercials for advertisers.
This is a significant turn of events. Journalism students will study what
Channel One is doing for many years, long after Channel One disappears.
Channel One reporters will be an example of how NOT to behave.
Stay tune. This story has legs.
