[BC] More Media misuse of important words

[Reader]

This is from "Shoptalk"

I' d like to share an editorial airing this week on WDRB-TV in 
Louisville. Bill Lamb, President and General Manager of WDRB-TV and 
WFTE-TV tells me he is taking a stand on what he calls the "Breaking 
News Gimmick." Here's Bill's editorial:

The "Breaking News" Gimmick (6/15/06)

I've noticed a disturbing trend in local television news.

At the direction of national News consultants, some local stations 
are using the term "Breaking News" as often as possible.? Everything 
is "Breaking News" now.? The problem is, the vast majority of news 
they are touting as "breaking" isn't breaking at all.? This tactic is 
just hype and trickery designed to fool the audience into thinking 
their station is on top of more news than the other stations.?

And when one station in a city starts abusing the term, other 
stations tend to begin overusing it too.? I even saw our own newsroom 
fall victim to this gimmick when we had a "Breaking News" story about 
an Indiana teacher who was arrested for a DUI.? I certainly didn't 
think it was "breaking" and it probably wasn't even "news."? Barry 
Fulmer, our news director agreed and then emphatically told our 
newsroom that we are not going to cry "wolf" just because others do.? 
Lying to viewers is no way to get them to watch.?

Using the phrase "breaking news" isn't wrong but it better be big and 
it better be happening right now!

So why do I care what the other stations do?? I think it's dangerous 
to play with a news organization's reputation and this "breaking 
news" gimmick threatens to damage everyone's credibility.? Ours included.

I'm Bill Lamb and that's my Point of View.

(Bill's can be reached at email: 
<mailto:Billlamb at Fox41.com>Billlamb at Fox41.com.)



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