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2009-09-09 06:22:48
By SHAYA TAYEFE MOHAJER, Associated Press Writer Shaya Tayefe Mohajer,
Associated Press Writer
LOS ANGELES Students who might be too glued to their televisions to keep up
with homework are going to find channels like MTV, Comedy Central and
Nickelodeon prodding them to get on task and graduate.
The Bill & Melinda Gates Foundation is partnering with Viacom Inc.'s television
networks, education leaders and celebrities to launch an awareness campaign to
reduce the number of dropouts. The foundation, started by Microsoft Corp.
co-founder Bill Gates and his wife, has invested more than $2 billion in
educational programs since 2000.
"People should understand how the system is falling short today and how it
really contradicts our commitment to equal opportunity," Gates told The
Associated Press. "If we don't change it now, it will hurt the future of the
country as a whole."
Only one-third of American high school students graduate with the skills
necessary to succeed in college and the nation's workplaces, he said.
"All too often, the value and benefit of education are not real enough to
kids," said Tony Miller, deputy secretary of the U.S. Department of Education.
Charities and industry won't have to go it alone; about $100 billion of the
federal stimulus package is dedicated to improvements in education, said
Miller.
The "Get Schooled" initiative focuses on low graduation rates in college and
high school and the accountability of teachers. Gates criticized the practice
of salaries rewarding seniority over proven efficacy, calling it a detriment to
quality education.
A student drops out of an American high school every 26 seconds, according to
the Seattle-based Gates Foundation.
At that rate, not enough American children are graduating high school and
college to stay competitive in the global marketplace, said Viacom President
and CEO Philippe Dauman.
"We don't know much about substance, we're about fluff at Viacom," Dauman said
with a laugh. The Viacom chief, whose networks also include VH1, CMT, Spike TV,
TV Land and Logo, said he told Gates a year ago, "We know kids, we know how to
reach them; if you provide the substance we can be the megaphone."
To launch the five-year campaign, the documentary "Get Schooled" was set to
premiere on all of Viacom's networks simultaneously at 8 p.m. EDT Tuesday
night.
The documentary features pop singer Kelly Clarkson, basketball star LeBron
James and President Barack Obama, but the program's real focus is on people
behind the scenes, like a presidential speechwriter, and how education brought
them success.
Dauman said the "Get Schooled" initiative would find its way into plot lines
and programs, like BET's documentary "Bring Your 'A' Game," which featured
prominent black men who have achieved success.
But "we're not going to go to all PBS-type programming," Dauman said. "In order
to reach kids, you have to entertain them."
Activism is not new for Viacom and its networks. MTV has raised AIDS awareness,
promoted participation in elections and led other education initiatives.
At a Los Angeles event to launch the "Get Schooled" campaign, New York City
schools chief Joel Klein said he was hopeful the approach would succeed because
"trying to get traction with the millions and millions of kids in school is
something that's been a challenge."
"When you bring the resources and the vision that the Gates family and
foundation has, coupled with the distribution assets that Viacom has the role
models, the glitz they can produce it feels like a good mix of stuff that
will capture kids," Klein said.
Klein and others praised the successes of charter schools, which have drawn the
ire of union representatives and school officials. Union leaders in Los Angeles
say that such schools would decrease the size of districts and that instructors
at charter schools are not covered by unions.
An e-mail to the nation's largest labor union, the National Education
Association, was not returned immediately Tuesday.
Privately operated schools undertook fresh approaches to schooling, had happier
teachers and inspired healthy competition in achievement among New York City
schools, said Klein.
In Los Angeles, the Board of Education approved a resolution that invites
outsiders to submit proposals to develop new charter schools, while increasing
accountability standards.
Private charter school operators, communities and the mayor's office will
submit proposals for the operation of 50 new schools that will open over the
next four years, as well as 200 existing schools that are chronic
underperformers.
Tuesday's event coincided with a speech Obama made in Arlington, Va., that was
broadcast to schools across the nation. In the address, Obama urged students to
hit the books, saying that success is hard-won and that every student has
something at which they excel.