Broadcast networks have learned that simply reporting the news, sports and weather is not enough to satisfy their sponsors. People tend to watch selectively and consequently some advertisers felt that were not getting their ad money’s worth. So we have now reached the “Sky is falling” approach to reporting. Examples: simple rain possibility is now described as “A Level one Emergency” by your weather person. Reason: people hear the word “emergency” and their ears “perk up” so, of course, the advertiser’s commercial message has a better chance of being viewed. Another example; we are very saddened by the wildfire spread in the western part of the US. Our hearts go out to those who have suffered. But news programs suggest that the whole state is in a fiery furnace. Our neighbors just returned from a week in California (northern and southern). Not only did they not see fires; they didn’t even smell smoke. Yes, people have lost homes and businesses but the world is not coming to an end–not even in California. And sports presents its own challenges. Whenever baseball gets boring we seem to manufacture team hostilities. The Red Sox hate the Yankees; the Reds hate the Cardinals; everybody hates the Astros. We start football reports in July even before the pre-season games are announced. The next time you see a weather report ask yourself “why is the Heat Index number given instead of the actual temperature forecast?” It’s simple; the heat index is always the scarier number and it’s more likely to keep you tuned in—and that’s the name of the game.
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