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CHAPTER 6 The News Director HOW TO WATCH TV NEWS. WRITTEN BY: NEIL POSTMAN AND STEVE POWERS PRESENTED BY: ASHLEY MORRIS. THE NEWS DIRECTOR. What is important to a TV Journalist is what they know or believe is important to the Director. They usually don’t last long.
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CHAPTER 6The News DirectorHOW TO WATCH TV NEWS WRITTEN BY: NEIL POSTMAN AND STEVE POWERS PRESENTED BY: ASHLEY MORRIS
THE NEWS DIRECTOR • What is important to a TV Journalist is what they know or believe is important to the Director. • They usually don’t last long. • Stats from R-TNDA (p76) • RATINGS ARE EVERTHING Nielsen Ratings (Sweeps)
NEWS CONSULTANTS • Are hired to find ways to increase ratings. • Likeable and/or good communicator • As a customer • May conduct a focus group and/or look at track records • Relation to News Director- Help them keep their job.
PACKAGES • Foreign policy and global conflict • Domestic issues • VNRs-Video News Releases • Pseudonews package (p79) • Government use (p81) • Problems
VNR STATS • Nielsen Media Research • Medialink Worldwide
PHOTO OPS May 1st 2003. there to declare war on Terrorism. He landed the aircraft. This was behind him when he gave the end to war speech. Far from over though.
DAYBOOK • Major source of television stories
WATCHDOG GROUPS • Decide if news director’s decisions have violated some political or social ideal • Unwanted complication. • Feedback mechanism