'And now a word from our sponsors...'

Now there's a statement from a kinder and gentler era. In those days the lines between news, entertainment, and advertisement were quite rigidly drawn; the confines of appropriateness delineated. The tag line above served almost as a warning or an apology, notifying the viewer of an impending break in programming for a commercial message.

There are no apologies anymore. Now Toro buys ad time on a news show when the top story concerns a new, supposedly environment friendly lawn mower, which, of course, is made by Toro. But the lawn mower isn't the only thing made by Toro; quite probably the news story was produced by Toro's public relations department, too. Signed, sealed, and delivered to the news network, the video press release likely would run with an in-house voiceover of material supplied by Toro.

Now that's news. Or is it entertainment? Or maybe advertisement?

Video press releases are all the rage in the news business. With ever shrinking news budgets, and commensurate staff layoffs, news departments--especially in smaller television markets--are willing to take any good-quality footage to fill airtime. And many of those laid-off newscasters are now public relations managers at major corporations. They know just how to produce usable material.

These P.R. people have a very specific, well-planned intention to exploit subtly people's reliance on the news. Over-worked--and, perhaps more important, cynical--journalists allow this unchecked advertisement to appear because it is the easiest and cheapest source for a good video image, notwithstanding the ethical issues involved.

"The news media has traditionally served as a gatekeeper for the community," says Brett Nelson, news writer for the All News Channel, a joint venture in 24-hour news by Viacom and Conus Communications. "And P.R. people know where the gate is down. If companies provide something credible and make it available...it doesn't matter what is being promoted, they gain access to the media."

WITH A NEW REALITY comes a new language for news. We now hear of the advertorial, the insert in a local paper that looks identical to a news section, replete with articles on the quality of the products mentioned. But, as it turns out, it is a paid pitch, an ad in news clothing.

Infomercials are those annoying program-length "talk shows" where famous people are brought on to be "interviewed" by a host (seemingly always John Davidson) about a product. But these aren't talk shows. They are staged advertisements, with a studio audience dripping with enthusiasm for--and self-interest in--the product.

Even more insidious, if possible, is the documercial. Car companies regularly air full-length paid programs that "soft-sell" products by offering what appears to be a documentary. These ads afford the pretense that the consumer is receiving unbiased information, thereby becoming an informed buyer.

It's time to take back the tube. The election cycle offers a great opportunity to make inroads, because most viewers are aware of the misinformation offered in 30-second fixes and print ads. Perhaps we can pull into focus the blurring of the lines between news, advertisement, and entertainment.

The primary responsibility rests with consumers. We must become critical readers and viewers. As consumers of news, many Americans have come to accept a cable worldview--the splash of MTV with the live feel of CNN. "But just because it's live doesn't mean it's important," Nelson reminds us. "If the consumer loses the context of a report, they give over power and begin to believe that what they see is all there is."

The consumer must also become a more active participant in changing the system. Letters that represent thoughtful positions, not narrow biases, can have real impact. Decisions in broadcasting are made based upon the input of a small but vocal group of people, Nelson says.

In addition, journalists must be challenged to use better judgment in deciding what is appropriate as news. The primary values must be the pursuit of truth and the strengthening of community, not financial gain. And journalists must always remember, choices regarding coverage are political: Running the American Medical Association's video on AIDS research, for example, makes it more unlikely that more radical opinions will be aired.

And finally, it is time for re-regulation of the television industry. A year ago good legislation regulating children's TV advertising was passed, making it harder for advertisers to cloud the difference between show and ad. Let's do the same for the rest of television programming.

We may never be able to go back to the days of "and now a word from our sponsors." But we also don't need to live in a world controlled by corporate public relations people. The world most Americans see is the world they want us to see. It's time to get the scales off our eyes.

Bob Hulteen was Under Review editor of Sojourners when this article appeared.