ABSTRACT
This chapter focuses on syndicated, local, and network information programming to uncover the truth behind what passes as news. It explores how a load of baking powder sparks two minutes of high-strung local news coverage. The chapter also focuses on sports; sex; celebrity; power; and weather updates every ten minutes-all real material taken from real broadcasts designed to keep viewers glued to the screen. The programme demonstrated insensitivity to the pressure the newsies is under to hold the attention. And the talkers are dropping their brand of speculation right into the middle of "Live at Five". The programme includes a promo that forms the bridge between the baking powder story and the denture adhesive ads. Because so many people watch local news for the weather, being a weathercaster is one of the most important jobs on the air. There are two types of weathercasters—the scientific type and the artistic type.
