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Video news release - Essay Example

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Summary
The Center for Media and Democracy (CMD) discovered that there is an increasing rate of the advertisers using the video news release as authentic reporting by the…
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Video news release
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Video news release

Download file to see previous pages... Through undertaking a survey of 77 television stations that broadcasts to 50% of the USA population, the CMD found that there were 36 video news release that were aired by these television stations incorporated and disguised as part of their own news, without disclosing to the audience the authentic source of the video news (). However, the major problem associated with the video news release is that the television stations that broadcasts these types of news fails to balance the clients news with their own independently researched footages, so as to present to the clients the actual status of the clients. More than 75% of the USA adult population depended on television news to be informed on what is happening around the world. Therefore, the television news that is aired on a daily basis has a great influence on the ability of the people to evaluate everything, ranging from consumer products to government policies (). The government has also been known for contributing the highest percentage of video news release that are aired by the television news, while political parties and other politically-based organizations are keen to broadcast their opinions to the public though the use of the video news release. There has been a recent controversy over the state of the video news release being incorporated within the normal news broadcast by televisions to the public, but the controversial debate has not deterred the television stations from continued airing of the fake news (). The controversy has led the U.S. Federal Communications Commission to investigate the conduct of the television stations that incorporates corporate clients or the government released video news release as their own news. This resulted to the issuance of the FCCs April 2005 Public Notice, which provided that the television stations must always disclose the sources of their news ...Download file to see next pagesRead More
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