2/4 - Kyles Reyes Summary M. Northrup (K. Bushey)

Speaker: Kyle Reyes
Mike Northup
Discussion leader: Katie Bushey

Katie’s portion of the discussion focused a great deal on the ethical issues that affect Kyle’s news packages and production decisions. Much of the discussion debated whether product placement was too prevalent in Reyes’ pieces, whether he was more of a promoter than a news producer and whether any of that mattered if the ratings were still positive.

The class appeared divided on whether the types of features that Reyes produced are the future of journalism or whether they are breaking away from true journalism in favor of something completely different.

One student took great issue with Reyes’ drink segment, which prominently featured the Tru Organic brand of liquor. Because the Tru Organic brand was shown and mentioned with each drink made in the segment, that student felt that it was too blatantly product placement. If the segment hadn’t made such an emphasis on the Tru Organic brand, then the segment would have felt more informative and less like an advertisement.

Reyes said he feels confident that the bartender in the segment wasn’t paid by the company that makes Tru Organic liquor since the segment was filmed the day it was pitched to the bartender. Another student thought that Reyes’ drink segment could translate ethically to print media, arguing that Reyes’ experience in the industry makes him a better judge of what is/isn’t ethical.

Another question raised during the discussion was whether ethical decisions should apply a uniform standard across all media, be it print, TV, online or otherwise. Reyes believed that ethical decisions must be taken on a case-by-case basis and that standards apply differently when different forms of media are used to present the segments. Online media, such as NBC 30’s Web site, www.NBCConnecticut.com, pose a very difficult problem for people trying to apply uniform ethical standards. This is because online media is so new and varied in its presentation, it almost becomes impossible to apply the same standards and regulations that other media forms utilize. In an ideal world, one student said, this would be the case, but it is too difficult to control at present.

One of the problems brought up was that in print it is easy to be generic with brand or business names, but it is much more difficult when video is incorporated since it is tougher to not show such names and still get the same ideas across. One suggestion was to try to film around the names while still showing the product or type of place. The only time brands or business names should be shown would be when they are directly pertinent to the story. Another suggestion was to show the name once and then move on. Most agreed, however, that when business or brand names were shown to prevalently, it can bring up problems for the producers of the segments with regards to advertisers.

Reyes, in his talk, said that his advertisers are fully aware that competing businesses or products may be shown during some of his featured segments, especially the “This Weekend” segment or in things like restaurant reviews. He said that because he makes them fully aware of this fact, he does not believe that he runs into any ethical issues regarding the unethical influence of advertisers.

Professor Dufresne wondered whether segments such as the drink feature actually fit into the definition of actual journalism, noting that the definition of what “journalism” is has become more elusive over time. Since the definition is broadening, it becomes harder to discern to where its limits and boundaries extend.

Many saw Reyes as nothing more than a promoter of products and businesses, with one saying that it’s “not really journalism when you cross that line.”

Another brought up his background as a Bacardi promoter, saying that it likely swayed his own perception of ethics. Since Reyes had such a fondness for his days as a “Bacardi Boy,” it was tough to tell whether he was bringing too much influence from those days into the newsroom. Reyes did say in his presentation that many people within the newsroom weren’t as keen on what Reyes was doing, but that he feels public reception speaks for itself. He faces the same scrutiny in the newsroom that he did from much of the class in the discussion, but said he doesn’t intend to back down from it.

Some wondered if his lack of a true journalism background might have affected his view on how to approach ethical dilemmas. One person said that Reyes’ outlook on the news would be completely different if Reyes had gone to UConn or another school with a journalism program. This person agreed that Reyes’ background as a promoter heavily biased his decisions on what types of features to produce and whether the segments crossed the line between news and advertising or not.

Some, however, felt that Reyes is just gravitating toward where newscasts are headed in general and regarded him more as visionary, than rule breaking. This appeared to be the greatest divide among opinion.

One argument in favor of what Reyes was doing was that for as long as he has been doing segments like the drink feature, or the “This Weekend” feature, etc., he has not gotten any real criticism or negative feedback from viewers complaining about the news coverage. Many viewers, Reyes said, were in support of what he is doing and enjoy the new styles of segments that he is doing.

Many of the take away cards liked that Reyes was taking a new spin on news selection, straying away from the old adage of “if it bleeds, it leads.” Many wondered if people are not interested in hearing about “hard news” stories such as car accidents, murders, fires and the like. Reyes himself said that he doesn’t enjoy watching the news because so much of it is negative and that he has heard this complaint from many people that he has talked to. He, and some of the class members, felt that this new approach helps him connect not only with a younger demographic that has largely been turned away from watching the news, but also to the entire community as a whole.

During the discussion, some brought up that a balance should be struck between the two styles of stories. One person felt that if a deeper connection to the community could be struck by creating such features, then it would allow news producers to dig deeper into other stories, similar to how Reyes’ time as a Bacardi promoter helped him gain contacts with the mafia in Massachusetts, which tipped him off on important news.

Some of the chief complaints about Reyes’ approach were that he blurs the line between journalist and advertiser too frequently and without much regard for where the line even stands. While journalism is a business and requires revenue to sustain itself, at least two people wondered whether Reyes was too soft on advertiser influence and too eager to make a buck by promoting places during his news segments. Also, at least two people worried about how ethical standards were too difficult to apply uniformly to the types of features Reyes produces.

Take Away Cards Transcribed
Scott Powell: Mentioned that getting connected with the community helps a reporter or producer dig deep into stories.

Joe Callahan: News reporting is changing, people aren’t interested in police matters (crime, murders). Reyes’ stories are based on people and their experiences. “Discrimination by omission” – the stories that TV news doesn’t address.

Erin O’Toole: I really liked that Kyle’s stories related directly to the public. I felt comfortable reading them and they spoke to me. They were unusual, fun and interesting and they focused in on a different aspect of journalism that is up and coming.

Britton Taylor: I think the component of Kyle’s talk that resonates with me most is his overall attitude, which is very “new journalism.” For example, Kyle is pushing for more lifestyle pieces which stray away from “hard news” and traditional journalism.

Patrick Swidler: I enjoyed the unique view Kyle had with presenting the news. It was nice to see someone close to our demographic utilize new tactics to attract people to news and in particular, NBC 30.

No name given: I like how Kyle is trying to produce stories that are “new” and differ from the typical shooting, car accident, arrest stories you see on the news. He brings a “modern” flare to the station as a result.

Beren Jones: Ethical guidelines are more up to individual stations and groups of local people rather than an entity like the AP.

Eli Pearlstein: Interesting presentation, but it seemed a lot like many of the pieces were news pieces masquerading as Travel Channel-like stories. The idea of making more money with ads is obviously inevitable with the drastic changes in the economy, but the ethical components involved seem really grey right now.

Jesse Grab: What I found most striking about this talk was the general softness on advertiser influence and sponsorship in news reports.