The controversial in-school television program Channel One [3] "airs 10 minutes of news and public affairs and two minutes of commercials or public service announcements daily." But a new study published by Pediatrics magazine found that students "had a stronger recall of the ads than the programming itself." Moreover, "students reported having purchased during the preceding three months an average of 2.5 items advertised on the program." Channel One is broadcast in some 350,000 U.S. schools. The company provides schools with approximately $30,000 worth of audiovisual equipment in exchange for airing the show.