A reader elaborates on a recent “Sponsored Content Watch” (a depressingly ongoing feature on the Dish):
What your reader is describing is called a video news release, or VNR. It’s a publicity tactic – basically an advertisement made to look like a news report. In a way, they serve a purpose, as news agencies (especially smaller local stations with limited budgets) can use pieces of them to supplement ongoing reports, the same way newspapers will use information from a press release. The problem with them comes when they’re just aired whole without attribution, as if they’re regular news. Your reader’s note that the segments discussed ended with a “sponsored by” notice is actually an improvement; until about a decade ago, many VNRs aired without any notice at all, such as being produced by a pharmaceutical company or government agency. In 2005, the FCC started cracking down on the practice and said stations could be fined for airing VNRs without attribution, so news programs are a little more cautious about it nowadays (not to say the practice has gone away entirely).
Another points to a more disappointing offender:
Regarding the growth of sponsored content on TV, last month PandoDaily broke the huge story that PBS received $3.5 million from anti-pensions billionaire John Arnold to fund a scare series called “Pension Peril”.