News Fakers

By Amy Goodman and Juan Gonzalez, Democracy Now!. Posted April 8, 2006.

A new study released Thursday by the Center for Media and Democracy found at least 77 TV stations around the country have aired corporate-sponsored video news releases over the past 10 months. The report accuses the TV stations of actively disguising the content, which has been paid for by companies like General Motors, Panasonic and Pfizer, to make it appear to be their own reporting. In a broadcast exclusive, we speak with the authors of the report and air examples of the video news releases.

The stations are scattered throughout 30 states and are affiliated with all of the major networks: ABC, CBS, NBC and Fox. And many of the stations are owned by some of the country's largest media companies, including Clear Channel, News Corp, Viacom, the Tribune Co. and Sinclair Broadcast.

The study by the Center for Media and Democracy is called "Fake TV News: Widespread and Undisclosed" (Read Report). The authors of the report charge that these TV stations actively disguise the corporate-sponsored content to make it appear to be their own reporting.

Until now, television news directors have downplayed how often VNRs have been broadcast. Last year Barbara Cochran, president of the Radio-Television News Directors Association, compared VNRs to the Loch Ness monster. She said "Everyone talks about it, but not many people have actually seen it."

Today we are going to spend the hour looking at how fake news is making its way onto the airwaves of local newscasts. We will speak with the authors of the report, as well as a consultant who has appeared in several video news releases (See Part II of DN's Fake TV News Special) and with FCC Commissioner Jonathan Adelstein (See Part III of DN's Fake TV News Special) who has said he was stunned by the findings of Fake TV News report.

AMY GOODMAN: Today, we're going to spend the hour looking at how fake news is making its way onto the airwaves of local newscasts. We'll speak with the authors of the report, as well as a consultant who has appeared in several video news releases. And we'll talk to FCC Commissioner Jonathan Adelstein, who says he's stunned by the findings of "Fake TV News" report.

JUAN GONZALEZ: But first, we will air some examples of how video news releases are used. Four weeks ago, the FOX affiliate in South Bend, Ind., aired a video news release produced by the P.R. company Medialink for General Motors. The video was narrated by Medialink's Andrew Schmertz. When the VNR aired on March 16, a local anchor introduced Schmertz as if he were a FOX reporter.

FOX ANCHOR: Many of you know computers have changed our lives in so many ways, from entertainment to transportation. They've even affected jobs. FOX's Andrew Schmertz looks at one surprising career that has evolved along with the computer.

ANDREW SCHMERTZ: Are you looking for a great paying job where recruits are in high demand, and there's no chance of the work being sent overseas? Who isn't, right? Well, pay attention next time you take your car into the dealer for maintenance or repair.

AMY GOODMAN: That video news release aired on WSJV in South Bend, Ind. The station's news director, Ed Kral, declined to join us on today's program. He described it as an accident that the VNR aired as it did. The same VNR aired on two other stations: KOSA Channel 7 in Odessa, Texas, and WWTV Channel 9 in Cadillac, Mich. None of the three stations divulged to viewers that the feature was produced by Medialink and funded by General Motors. In fact, of the 87 video news release broadcasts documented in the "Fake TV News" study, not once did the TV station specifically disclose who funded the VNR to the news audience.

JUAN GONZALEZ: Medialink also produced a video news release about ethanol, funded by the company Siemens, which supplies automation systems to two-thirds of the ethanol plants in the country. Medialink sent a publicist named Kate Brookes to Iowa to act like a reporter covering the story. Here's part of the original video news release that was distributed by Medialink in January.

KATE BROOKES: With this better market comes the need for greater efficiency at ethanol plants.

SPOKESPERSON: Automation technologies help the producers make ethanol more efficiently. As the demand for ethanol grows, the producers rely more and more on automation technologies to help them meet their goals in the industry.

AL JENTZ, plant manager, Amaizing Energy: The growth is phenomenal, and with the renewable fuel standard bill, we are looking at expanding this plant here hopefully within the next 12 to 18 months.

KATE BROOKES: To date there are more than a hundred ethanol plants here in the United States. But as the demand for renewable fuels continues to rise and as the technologies to help produce them continue to improve, it's expected that number will grow, perhaps even double in the years ahead. I'm Kate Brookes.

AMY GOODMAN: So that was the video news release. At least five stations then took that corporate-funded VNR and broadcast it. KTNV Channel 13 in Las Vegas, aired it on Jan. 19.

Amy Goodman is the host of the nationally syndicated radio news program Democracy Now!

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