“Whoring the News.” That’s what my first news director used to call it when a newscast was hijacked for commercial purposes. He was relentless and made life a living hell for advertisers, GMs and ownership. Probably to a fault. 
But over the years, we all slowly come to realize that the news is nothing more than the content used to glue commercials together. I get that.
But I also get that credibility is the last, and only thing, a TV news operation has – and these days – it is in very short supply.
KX News (KXMC – Minot, ND) scored a big “coup” by having actor Will Ferrell co-anchor one of its admittedly lame holiday-season newscasts as Ron Burgundy. That news product has enough problems without allowing it to be co-opted or hijacked into part of a marketing campaign for a movie.
But what the hell, they’re in a small market and the people living in Minot are too dumb to care right? That’s exactly the attitude required to whore your most valuable property, your newscast – and the credibility of the people delivering it.
If you don’t think it’s a big deal, it’s only because you’ve given up on the viability of TV news as a credible provider of news and information. I mean hell, if it’s a joke to begin with, it only makes sense to make it an even bigger joke.
Another small market wonder in Duluth, MN chroma-keyed themselves to make it look like they were outdoors during a local parade. Not only is this amazingly lame, if it involves your NEWS TALENT – it too is a bullet to the temple of your station’s brand and credibility.
I hear myself in this blog.
I know I sound like I’m 100 years old, but I continue to be dumbfounded by the people who have been allowed to make decisions in this industry/trade/calling – and I also know full well that the guy who would put up a fight over this would be out on his ass like a lawmaker saying no to Boeing.
God almighty.
Keep it classy Minot.
