Video news releases: They can be where TV news comes from

Channel 3 brands itself as the local TV station "Where the News Comes First." But just where the station got some of the news that it aired last week has raised some eyebrows.

In a "Call 3 Problem Solvers" report, KCRA's Lynsey Paulo, a multiple regional-Emmy winner, looked at "search engine fatigue" among online users. The report quoted three consumers, an expert from UCLA and an executive from Myride.com, which provides targeted-search results.

What viewers didn't see from watching the 1 minute, 40 second report was that it was nearly identical to a video news release sent to media organizations from Autobytel Inc., which owns Myride.com.

Indeed, all the reporting in Paulo's piece – sound bites, B-roll footage and even a chart – came directly from the release. Even her voice-over at the start of the report closely echoed it.

Video news release: "Does this sound familiar? ... A recent Autobytel/Kelton research study found that seven out of 10 people experienced what is called search engine fatigue."

Paulo: "Sound familiar? A recent study found seven out of 10 people experience what is being called search engine fatigue."

When asked about the similarity, Anzio Williams, Channel 3's news director, confirmed earlier this week that his reporters and producers did use the news-release material. But he said his staff independently corroborated the facts in the story. Williams also said that Channel 3 gave credit to the release in a graphic at the end of the newscast.

"By no means were we trying to fool our viewers," Williams said. "Our viewers are a lot smarter than that. But I do believe there are some things we could've done better out of full disclosure."

Channel 3 staffers say Williams has sent out an e-mail, reminding them of station policy requiring reporters to say where they obtained stock interviews and footage. In addition, staffers were asked to sign a sheet on Williams' door, acknowledging that they have agreed to the policy.

Paulo did not return a phone call seeking comment.

Of course, the use of video news releases (VNRs) by broadcast journalism outlets has been widespread – though not openly acknowledged – for many years. However, in the past three years, the Center for Media and Democracy in Madison, Wis., has issued two reports citing hundreds of examples of news releases being passed off as news. Two local stations – Fox40 and Channel 31 – were among those cited for using VNRs in the center's 2005 report.

Now, the practice has come under scrutiny by the Federal Communications Commission. In late September, the FCC levied fines against a Comcast station for failing to disclose that a story about non-prescription sleep aids was produced by the products' manufacturer. Comcast is contesting the fine, the maximum of which, according to the FCC, would be $32,500 for each violation.

Revealing where a news organization obtains facts and interviews is crucial to journalistic credibility, said Bob Steele, the Nelson Poynter Scholar for Journalism Values at the Poynter Institute, a media think tank in Florida.

"It's a matter of accountability," Steele said. "We should be very clear as to where certain material comes from because that connects to our independence. And independence is a linchpin principle for journalists.

"We don't want to give viewers, listeners, readers or online users the false impression about who originated the material."

Still, Williams said Channel 3 has no qualms about using video news releases "if we feel like it's a good story idea and we can put it in context with other (information) we have."

"We all get information from different places," he said. "It's just like a newspaper will get stories from other papers or the AP."

Well, not quite, said Diane Farsetta, co-author of the Center for Media and Democracy's VNR reports. The difference, she said, is that "the Associated Press doesn't have a financial interest in what they are writing about. It's not the same thing."

Farsetta said the reason stations use VNRs without attribution is financial.

"VNRs became popular in local-TV newsrooms as the trend of downsizing resources increased over the past 10 to 15 years," Farsetta said. "Plus, it's something that's just ingrained in a TV newsroom culture. It's going to take a while for stations to adjust."

About the writer:

• Call The Bee's Sam McManis, (916) 321-1145. Read his blog postings at 21Q (www.SacTicket.com/21q).