[Commentary] 2012 will be a boon for TV stations. Bill Wheatley suggests they set up ‘Windfall tithing’ operations, pumping 10 percent of their bounty into solid election-year reporting to counter some of the misleading and even false commercials they will be running.
It’s no secret that, while some stations do a good job covering elections (the six Post-Newsweek stations, for example, recently announced a vigorous 2012 political-coverage plan), many stations do not. Part of this stems from a belief by numerous news directors that politics and government are boring, that viewers are just not interested. This notion has consequences: A study by USC’s Annenberg School revealed that, over 14 randomly selected days in 2009, Los Angeles television stations devoted an average of only 22 seconds to coverage of local government news in each half-hour newscast; crime received an average of seven times more play. Despite such embarrassments, getting stations to underwrite more and better election coverage will be a big challenge. Some general managers will assert that their stations are entitled to have a really good year financially to help make up for the relatively weak years they experienced during the Great Recession; others can be expected to echo the claim that the public lacks a passion for politics. They – and we – shouldn’t forget that in 2008 a record 132 million of our fellow citizens cared enough about the future of the country and their local communities to go to the polls and cast their ballots. This year, as then, persuading the electorate to vote in a particular way will be the mission of political ads. TV stations should have a mission, too: to make sure that viewers have the information they need to make smart choices on Election Day. Windfall tithing can help accomplish that. By embracing it, stations have a chance to do good in 2012, while still doing very well.
[Bill Wheatley is a former executive vice-president of NBC News and a onetime news director at WBZ-TV, Boston]