Video News Releases: unfavorably AKA “Fake TV News”

Cutlip et al. (1999) mentioned that success or failure of TV program, whether it is entertainment or news, is determined by “their ratings and the consequent amount of advertising the program can attract not by their quality” (p. 320). In such cutthroat competition environment in media industry wherein the lead-time is short and internal resources are limited, video news releases (hereafter VNRs) might be helpful outsource for media to utilize when producing TV program. It is a win-win situation for both media and VNRs-provider. Unfortunately, though, media watchers seem to have different view on such mechanism.

As previously discussed in our class last week, one of main criticisms on media’s use of VNRs lies in the phenomena that not many media label the footage that they use from VNRs. Center for Media & Democracy (CMD) Web site covers overall issues related to VNRs. CMD quoted a February 1992 cover article titled “Fake News” in TV Guide, written by David Lieberman, that “if footage from VNRs was used in news it should be labeled so that viewers were aware of its origin” and that “If not media outlets risked undermining their own credibility if they pretend out of pride that what they broadcast is real news, instead of labeling it for what it is.” Even though “Code of Good Practice” for VNR producers, which is adapted by the Public Relations Service Council (PRSC), strongly suggests disclosure of the origin in VNRs, it is obvious that not many VNR producers abide by the suggestion. And neither does media. (FYI, you can find the “Code of Good Practice” for VNR producers in our textbook.)

In addition, CMD published a report, titled Fake TV News: Widespread and Undisclosed. The report describes how commercial propaganda is being extensively broadcast as TV “news.” The problem is that, because of a series of manipulative practices, VNRs in general is being widely referred to as fake TV news.

Moreover, CMD and the media reform group Free Press recently has filed a formal complaint with the Federal Communications calling for mandatory on –screen labeling of news stories.

My question is that do you think the FCC should apply strict rule on VNR disclosure? If labeling becomes mandatory, do you think such regulation will work favorably for VNR producers and PR practitioners? It worries me that if the origin of footage used in the news appears on screen, the viewers will automatically refuse the messages contained in the news, based on their built prejudice that all VNRs are manipulating public opinion.