Cable in the Classroom plans to disclose a new partnership
with the White House Office of National Drug Control Policy at the Western Show this week.
The groups are working to create videos and print support
materials for teachers to use to help reinforce anti-drug messages. CIC plans to have a
24-minute video ready for distribution to cable operators by March.
"The local cable company can use the tape for a very
long time because none of this is dated," CIC associate director Taffy Patton said.
Educational programming from Nickelodeon, A&E Network,
Discovery Channel and Courtroom Television Network will be highlighted.
CIC will send video-production crews to shoot
mini-documentaries in several schools across the country, using teachers who are longtime
advocates of CIC, Patton said. She added that CIC wanted to be sure to use multiethnic
teachers and classrooms in the video.
Different segments will be geared toward different grade
levels. The segments will also be divided according to programming network, so that each
programmer can air a four-minute clip.
Patton added that CIC would offer additional footage to
cable operators that want to create their own local anti-drug spots, as long as they're
used for nonprofit purposes.
The Association for Supervision and Curriculum Development
will help to create study guides to assist teachers in weaving the anti-drug messages into
their classes. A Discovery program on how drugs influence the brain could be used to
reinforce a biology lesson, for example. And a Nickelodeon special on peer pressure could
be used during a civics course.
The study guides will also encourage teachers to check out
the networks' Web sites, which provide their own resources to educators.
Funding from the project will come from the White House
ONDCP, Patton said, adding that the official go-ahead came after more than four months of
"We're pleased that the White House realizes the cable
industry is synonymous with education," Patton said. "They felt that the best
way to reach out to teachers was through Cable in the Classroom, and that cable operators
had a trusting relationship with teachers."
A number of top MSOs expressed interest in the program
while CIC was in negotiations with the ONDCP, Patton added.
The CIC partnership is part of a five-year anti-drug media
campaign funded by the ONDCP.
Earlier this year, MediaOne Group Inc. partnered with the
ONDCP on a "Cub Reporters" tour, which sent high-school-age reporters from Miami
to Washington, D.C., to talk to fellow teen-agers about their attitudes on drug use.
MediaOne created a documentary of the tour, which some systems played on local-origination