Are they ready for it?

After reading the Christel/Sullivan intro I felt motivated to see our English classrooms renovated. But not to rain on any one's parade, I was curious to see how another requirement will find time to be fulfilled in the classroom. Teachers already have goals set for reading, writing, grammar - from which of these categories will media literacy steal its time? In many respects, analyzing an ad spread or something like that seems like it could be quite stimulating in class. It's not so much that I am unwilling to change the English curriculum but am wary that the big wigs/parents will say, "you're wasting class time!" "How will this help my student get a perfect SAT score?" NCTE and others say they want media literacy - but do they really?