NarratorListen to part of a talk in a mass media class.Now get ready to answer

Narrator
Listen to part of a talk in a mass media class.
Professor
The news media in the U. S. consists of radio, television, magazines, and newspapers which are pervasive in the lives of many Americans and influential in their daily routines. Many Americans begin their day reading the newspaper or watching a morning news program on television while drinking their coffee. While driving to work, the news can be heard on the car radio. Throughout the day the news is a prime feature on the television with up to two hours of news in the early evening and more news late at night. For those who prefer reading, the evening newspaper offers the reader the possibility of reading the news others see and hear on television.
    The news media in the U. S. are free of government control. It is up to the general public to choose what to read, watch or listen to. Therefore, the media must have sensitivity to the interests of the public...therefore news is a big business. However, it is a very competitive business, as each station or each paper competes for audiences and readers. Each tries to present to the news Americans want to know. When an item becomes newsworthy, such as an election or a war, Americans will become familiar with the most minute details as the news media scrambles to provide as much information as possible. The result though is that the news often becomes repetitive. As the news media reports the same news items thought to be the most interesting and impressive, listeners, viewers or readers might find it difficult to be selective. Nevertheless, most Americans will not criticize their news media too harshly. The credibility of the news media is generally acknowledged and accepted by the American public, although some people are more skeptical.
    One of the three(ABC, NBC, and CBS)major commercial networks, CBS was organized in 1928 when its founder, William Paley, acquired ownership of a group of radio stations. As the Columbia Broadcasting System expanded its operations, soon becoming the largest radio network in the United States, it recognized the potential in the rapidly evolving television broadcasting technology. On July 13, 1931, it began experimental television broadcasting in New York, and then ten years later began regular black-and-white weekly broadcasts over its WCBW-TV station in the same city, which became WCBS-TV in November 1946. With Television City in Hollywood, CBS launched the industry’s first full-scale production studio.
    Today, CBS owns television stations, radio stations, and home-video production and distribution interests. The CBS Broadcasting Group is composed of six divisions: network television, entertainment, sports, news, local television stations, and radio.
    For most of commercial television history, CBS has been the network leader in prime-time ratings, having the highest-rated shows in almost every year from the mid-1950s through the mid-1980s; however recently CBS lost its top position to NBC.
    CBS has traditionally been strong in the TV news area. The network began the first regular TV news program in 1948 with Douglas Edwards as anchor. Journalism legends such as Edward R. Murrow and Walter Cronkite have given CBS its reputation as quality news broadcaster.
Professor Well do any of you know a journalist working in CBS? Ok, uh, my friend Tom is a popular journalist.
Student A Yes, I know him. I really enjoyed the pieces he had in the paper. That was good journalism.
Professor Well, you know, it’s always nice to get a pat on the back once in a while for their hard work.
Student A They deserve it. I can’t say that for all journalists, however.
Professor I’m sorry to admit that many reporters are giving the profession a bad name.
Student B There is a desire on the part of many papers to go for the sensational. They’re always looking for the headlines that will attract the readers’ attention.
Professor And reporters like to have their story be the one that is noticed. I’m glad you appreciated mine even if it wasn’t sensational.
Student A You’re right. It wasn’t sensational, but it was some good investigative reporting on a subject that is of interest to everyone.
Professor It seems like bad things people do get a lot more attention than the good things they do.
Student B I have been thinking about another aspect of journalism. Do you think reporters should express their opinions?
Professor That’s a "biggie". It’s one of the big questions in the profession. Many people think that a reporter should just give the facts and nothing more. I think, however, it is almost impossible to report on an issue without slanting it toward your personal beliefs, especially if you have strong feelings. I guess it’s a good thing that not all newspapers are printed from the same point of view.
Now get ready to answer the questions. You may use your notes to help you answer.
12. What is the talk mainly about?
13. Which of the following is NOT the reasons why the media has to have sensitivity to the interests of the public?
14. What is NOT one of the ways in which people get their news?
15. According to the professor, which of the following is NOT true about CBS?
16. Why does journalism sometimes include personal opinions?
17. Why does the professor say this?
Professor
I’m sorry to admit that many reporters are giving the profession a bad name.