Looks like those good-hearted news anchors at CBS's Washington affiliate (WUSA-TV) were actually fulfilling an advertising contract with the city's government to encourage viewers to learn more about breast cancer.
"For at least two years, from February 2002 to February 2004, news anchors at the Washington area's CBS affiliate were required under the contract with the city to encourage viewers to learn more about breast cancer by visiting the station's Web site. The reminders were designed to drive traffic to a banner ad on the Web site for the D.C. Department of Human Services, the contracts show."
This behind-the-scenes deal violated two well-known principles of broadcast journalism:
1. Don't use newscasts to advertise products or services.
2. News anchors should never appear in paid commercials.
I understand that WUSA-TV was promoting a noble cause, but they misled viewers into thinking they were do-gooders when, in fact, they were doing what their sales department negotiated with the city's government.
At the end of the day, the most important asset a TV news program has is credibility. Viewers have to trust you. If there's any doubt that broadcast journalists are not being 100% honest and upfront, there's a 95% chance that viewers will find another outlet to receive their news.
WUSA-TV will have to regain that trust as they move forward.
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