Introduction:
News Broadcasting is a business like anything else. News programs must consider how best they can sell themselves and appeal to their target audience. In this lesson, you will learn the way in which the news sells itself or is sold, by comparing two television news broadcasts, coming to a consensus regarding the best way to report the news, and creating an ad to air during a news broadcast.
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Activities:
Task One - The Lure of Language
News programs are looking to recruit viewers in the same way as any other television show. They must find a way to interest their viewers and keep them tuned in. However, there is much debate over the way in which news broadcasts can and should report the news to capture viewer attention.
To begin, compare a broadcast by a publicly funded station such as CBC and a privately funded station such as CTV.
Using the CTV/CBC comparison chart watch the lead to each program and note the following in your chart:
1. Headlines
2. Loaded Language
(need a few examples of loaded language? Go back to the lesson on Slant, Spin, and Bias)
Discuss the differences between the two leads, with the class, before watching the rest of the news.
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| During the discussion, consider which newscast would be more interesting to watch and why. |
Watch 15-30 minutes of the newscasts from CBC and CTV, and make notes in your chart comparing the two news programs.
Once you have watched both broadcasts and filled in your chart, discuss the major differences between the two. For example:
- Which broadcast featured more international and national hard news?
- Which broadcast aired more feature stories/soft news?
- Which broadcast had more commercials?
- What were these commercials for?
- Which broadcast did you find more interesting and why?
You must use this discussion to consider the difference between airing news simply for news' sake, and airing news for entertainment's sake.
Task Two - The Argument for Advertising
Once students have had the chance to observe the differences between the two broadcasts, it is necessary for them to determine why these differences exist.
You will take part in an activity called a structured controversy. Using the charts you filled in, and the five facts on the right, you will work to reach consensus on two difficult questions at the heart of reporting the news:
1. If an event has been deemed newsworthy, then why do newscasts need to add loaded language and catchy leads?
2. Which is better - privately funded broadcasts or publicly funded broadcasts?
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Objectives:
You will be able to
- understand the role of business and advertising in journalism
- understand the role of advertising in the electronic media
- write effective advertising copy
- prepare an effective ad
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Resources:
- internet access or previously taped news broadcasts
- access to video cameras
- CTV/CBC comparison chart
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Five Facts for Your Information
1. CBC is Canada's only publicly funded and government subsidized broadcast corporation.
2. CTV owns and operates a host of specialty channels including TSN and The Discovery Channel.
3. CBC's mandate requires the programming be predominantly Canadian and as diverse as possible. CBC wants to highlight the many voices in Canada.
4. Bell Communications Enterprises purchased CTV in 2000. One of the benefits is a package that puts $140 million dollars towards priority Canadian programming.
5. CBC has tried to limit the amount of advertising specifically during the news and children's programming. |
To conduct a structured controversy, you will begin by splitting into groups of 4. Within each of the those groups, you must split into two groups of two.
Each pair will:
1. Choose one side of each of the questions on the bottom left.
2. Plan your position on each issue
The group of four will:
1. Take turns presenting your positions on the issues.
2. Debate the issues.
3. Come to a consensus regarding each issue.
Once the groups have all had the chance to debate the two central questions, the class with have a brief discussion. You will discuss what each group decided and why.
During the discussion, consider the following:
Advertising is a necessary part of television broadcasting and can have a distinct impact on the programming.
Task Three - The Sale of the News
Keeping in mind the power and importance of advertising, you and a partner will create an advertisement that would air during the news.
Remember to consider your audience and choose a product accordingly.
After you have chosen a product, you must create and film an advertisement using one of the advertising techniques you are familiar with from previous lessons. Your ad should be simple and straightforward. You will have the chance to be more innovative in lessons to come.
Advertising is an important part of holding the audience's attention. Even a straightforward ad must convince the public to buy the product. |
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