THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Friday, August 9, 1996 TAG: 9608080162
SECTION: VIRGINIA BEACH BEACON PAGE: 10 EDITION: FINAL
SOURCE: PAUL CLANCY
LENGTH: 63 lines
SPORTS ADVERTISING
You've seen advertiser names on billboards in almost every pro sports arena. Now, they've found a new venue: Virginia Beach high school sports.
The School Board took no action on the matter Tuesday night, but most of its new members expressed approval of a report on Pennzoil's sponsorship of the Salem High School varsity basketball teams.
Specifically, Salem is getting 60 basketball uniforms, 30 for boys and 30 for girls, over the next two years, at about $2,400 per year. In exchange, Pennzoil has put up an 8-by-4-foot sign in the gymnasium, a skirt with corporate logo surrounding the scorer's table, distributed rosters to fans and broadcast a public address spot during games.
School officials touted the sponsorships as a way to buy uniforms and equipment quickly without going through lengthy procurement procedures. But they drew the line at turning the kids into billboards by having sponsor patches on the uniforms.
Board policy allows corporate sponsorship ``if the educational value of the materials outweighs their commercialism, if the advertising is in good taste and if the materials are not available elsewhere at a reasonable cost.''
No ads for alcoholic beverages, tobacco or political causes are permitted.
The only hesitation Tuesday was a question of equity: Would sponsors only go for schools with winning records, leaving struggling schools behind?
Board member Daniel J. Arris said the school system may have ``a tiger by the tail, fraught with opportunity but with peril as well.'' Others agreed the schools need to have ``a totally level playing field.''
BLOCK SCHEDULING
The board was much more cautious about approving innovative high school instructional programs.
It gave a one-year nod to ``block scheduling'' at Kempsville, Ocean Lakes and Princess Anne high schools. Student days are divided into 90-minute, instead of 50-minute, blocks. The results, officials said, include less interruptions, better instruction and better discipline.
It allows teachers to cover subjects more thoroughly and get to know the students better, Kempsville Principal Louis Tonelson said Wednesday. ``I don't know of a single teacher who wants to go back to the old system.''
The board, adopting a go-slow stance, gave only a one-year approval for continuing the program instead of the three years recommended by staff.
It took similar action on an ``eight bell'' schedule at Salem High School. Salem has squeezed in an extra period by shortening classes, extending the school day and adding 12 teachers.
The board agreed that the eight-period schedule could continue through December, but asked for a report on its effectiveness before extending it further.
Some students say they like it because it allows them to take a course they need to graduate on time. In a student survey, others said they hated it. ``The eight bells are exhausting!'' one student said. One, who had no opinion on the matter, responded: ``There's eight bells?''
INSTRUCTIONAL TELEVISION
The board approved an agreement to allow public broadcasting station WHRO to construct a new instructional television fixed service tower on the grounds of Woodstock Elementary School, replacing the existing, outdated tower. The agreement means the school system will get 10 percent of the revenues received by WHRO from third parties that use the tower. by CNB