Television stations are airing “news” segments that have been produced by corporate entities more than ever. It’s tempting for stations to use these as they’re already pre-produced, which is good for tight timelines and budgets.
However, this is essentially about an attempt to disguise advertising as journalism. Unfortunately, many people believe that what they see on the news is what’s really happening.
Fake TV News: Widespread and Undisclosed
http://www.prwatch.org/fakenews/execsummary
Over a ten-month period, the Center for Media and Democracy (CMD) documented television newsrooms’ use of 36 video news releases (VNRs)—a small sample of the thousands produced each year. CMD identified 77 television stations, from those in the largest to the smallest markets, that aired these VNRs or related satellite media tours (SMTs) in 98 separate instances, without disclosure to viewers. Collectively, these 77 stations reach more than half of the U.S. population. The VNRs and SMTs whose broadcast CMD documented were produced by three broadcast PR firms for 49 different clients, including General Motors, Intel, Pfizer and Capital One. In each case, these 77 television stations actively disguised the sponsored content to make it appear to be their own reporting. In almost all cases, stations failed to balance the clients’ messages with independently-gathered footage or basic journalistic research. More than one-third of the time, stations aired the pre-packaged VNR in its entirety.
Medialink
http://content2.medialink.com/vnr.htm
Pioneered professionally by Medialink, the Video News Release (VNR), the television version of the printed press release, translates the printed word into the sound and pictures television newsrooms need. Produced in broadcast news style, VNRs relay the news of a product launch, medical discovery, corporate merger event, timely feature or breaking news to television news decision-makers. Every major television station in the world now uses VNRs regularly, and most are from Medialink. It’s a fact.
The most efficient notification and direct pathways ensure that your VNR advisory and full script reach news directors around the globe in the manner they prefer.
No Fake News
http://action.freepress.net/campaign/fakenews
Corporate propaganda has infiltrated local TV newscasts, with disguised product advertisements posing as genuine news reports. This represents a breach of the trust between broadcasters and their viewers.
Take action to stop fake news today. Demand that the Federal Communications Commission investigate, strengthen disclosure requirements and punish stations that air fake news.