WDRB, the FOX affiliate for Louisville, KY, has begun promising viewers it will stop using the term “Breaking News.”
“You hear the term, ‘Breaking News’ quite frequently these days,” says a promo the station has started running. “It’s a marketing ploy to convince you that at television station is better at bringing you the news first, as it happens. The problem is, it’s just not true.”
The station has also posted a “Contract with our Viewers” and a “Contract with Advertisers” to its website. The contracts are a list of ten promises. For viewers, one promise is not to use the term ‘Breaking News,’ while another says, “We will strive to use our viewers time wisely – each story will teach, inform, entertain or resolve or it will not air.”
For advertisers, WDRB promises, “Recognizing that most of our transactions are verbal, we will do what we say we will do as our word is our bond” and “All our negotiations must be win-win or we will not enter into them.” You can see screen grabs of the contracts after the jump.
Here is a screen shot of the station’s contract with its viewers:
Here’s a screen grab of the “Contract with Advertisers.”
We’ve contacted WDRB to get their take on the promo and contracts. We’ll update when we hear back.