Yesterday while watching some of the CBS pre-game hype for the Super Bowl, Korean-American Pittsburgh Steelers receiver Hines Ward was featured in a piece by Katie Couric. Ward is the son of an American father and a Korean mother. He was born in South Korea coming to the United States as an infant.
Last year, Hines was named Super Bowl XL Most Valuable Player. In the off-season, he decided to return to South Korea with his mother. After visiting with other bi-racial children he decided to take $1,000,000 of his earnings to address the issue by starting the “Helping Hands Korea Foundation.” It provides support for bi-racial children in Korea so they can overcome discrimination.
The story was filled with emotion as Ward shared how he was treated growing up as well as how he treated his mother. He received racial taunts from classmates at times blaming his mother for their actions.
In 2006, the CBS Television Network scheduled public service announcements (“PSAs”) worth more than $200 million. A key part of this commitment was and continues to be the CBS Cares campaign, which was launched in 2000 and consists of PSAs featuring Talent from many CBS programs.
“It’s hard to imagine going into the Super Bowl with more momentum or a better storyline than we have,’’ Sean McManus, the president of CBS News and Sports, reportedly said.
One storyline which may have made a significant additional impact would have been to devote a few minutes to the disappearance of Trenton Duckett.
He is the 2-year-old child reported missing August 27th, 2006 from Leesburg, Florida. According to Local News 6, is it possible he may be in South Korea? If he had been profiled and found CBS would have really played a part in a major story.