If you’re a regular consumer of local news television, it’s likely you’ve seen at least one or two promotional ads where the team promises that they “ care” and that they’re your number one “trusted source.”

It’s impossible to miss these promotional spots. They’re as cliche as they are ubiquitous.

This is why it’s amusing to watch the press’ general freak-out over a viral video showing local TV anchors in the employ of Sinclair Broadcast Group, which operates 193 television stations over 614 channels in 89 U.S. markets, repeating the same script about how they’re more honest and trustworthy than the competition.

Here’s an unedited copy of one version of the Sinclair statement, which varies only slightly from market to market:

Hi, I'm(A) ____________, and I'm (B) _________________ …

(B) Our greatest responsibility is to serve our Northwest communities. We are extremely proud of the quality, balanced journalism that _____ News produces.

(A) But we're concerned about the troubling trend of irresponsible, one sided news

stories plaguing our country. The sharing of biased and false news has become all too common on social media.

(B) More alarming, some media outlets publish these same fake stories... stories that just aren't true, without checking facts first.

(A) Unfortunately, some members of the media use their platforms to push their own personal bias and agenda to control 'exactly what people think'...This is extremely dangerous to a democracy.

(B) At ____ it's our responsibility to pursue and report the truth. We understand Truth is neither politically 'left nor right.' Our commitment to factual reporting is the foundation of our credibility, now more than ever.

(A) But we are human and sometimes our reporting might fall short. If you believe our coverage is unfair please reach out to us by going to _____.com and clicking on CONTENT CONCERNS. We value your comments. We will respond back to you.

(B) We work very hard to seek the truth and strive to be fair, balanced and factual... We consider it our honor, our privilege to responsibly deliver the news every day.

(A) Thank you for watching and we appreciate your feedback.

To paraphrase the overarching message: "There is a lot of dis- and misinformation out there, and there are a lot of sloppy and biased news outfits. We’re more trustworthy than they are. Watch us. And also, call us out if you think we get it wrong." This is not exactly a scandalous or groundbreaking message, but you'd think otherwise from observing the reactions from certain entertainers and members of the press.

The Washington Post, for example, referred to the video as “ stunning” and added that the anchors “seemed to parrot one of President Trump’s favorite themes.” Which is kind of funny, because you could also say they're parroting one of his critics' favorite themes about fake news being shared around from untrustworthy sources.

Late-night host and on-again-off-again political commentator Jimmy Kimmel, who is himself no stranger to parroting a demagogue’s talking points, said of the Sinclair video, “This is extremely dangerous to our democracy.”

Dan Rather, who famously lost his job when he was caught trying to undermine the 2004 U.S. presidential election with forged documents, said: “News anchors looking into camera and reading a script handed down by a corporate overlord, words meant to obscure the truth not elucidate it, isn't journalism. It's propaganda. It's Orwellian. A slippery slope to how despots wrest power, silence dissent, and oppress the masses.”

Oh, please. Get ahold of yourselves.

First, there has been a great deal of bogus reporting recently, especially when it involves the Trump White House. There has been a great deal of sloppiness from the political press. Unscrupulous and naive reporters have shared false claims and hoax reports! None of this is untrue. Yet, we’re being told that it is a very serious thing indeed for Sinclair employees to say so.

Secondly, what Sinclair is doing here is called advertising. This is branding — we're the trustworthy ones. Reporting the news is a serious business. It generates serious cash. As such, news companies take a keen interest in their public image. Every newsroom wants to be trusted. Newsrooms trade on trust. Sinclair is simply acknowledging there is a serious trust gap, and it's assuring viewers that it's not part of the problem.

Third, if you’re frightened by advertising efforts by local news anchors, wait until you see what’s happening with national cable news outlets and the country’s leading newspapers. Stop me if you’ve heard these before:



There’s nothing ominous about every single Washington Post story being published under the banner of “Democracy dies in darkness.” There’s nothing foreboding about CNN or Fox promising to give you just the facts, ma’am. Likewise, there’s no reason why the Sinclair script should be seen as particularly menacing, especially considering that the core message is true.

Lastly — and this is the funny thing — Sinclair actually deserves criticism and scrutiny. They’ve amassed a shady record of business dealings, much of which is outlined here by HLN host and conservative commentator S.E. Cupp. (Full disclosure: This author is a contributor on her show). Another fair criticism is that the local networks failed to disclose that they were reading a corporate statement, and were made instead to present the script as if it were their own. This lack of transparency is being derided correctly as creepy and unethical. This is where critics ought to be dedicating their efforts, not on the fact that local news anchors suggested their own work is more trustworthy than the competition.

But the people melting down specifically over the now-viral video aren’t doing that. They’re attacking what is essentially a commercial message, characterizing it as “Orwellian” and a threat to the future of the republic.

Eye on the prize, gentlemen.

Full disclosure: This author has relatives in the employ of Sinclair-owned properties.