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Chapter Seven: Consultants and the Ratings Game This chapter examines the influence of news consultants, such as Frank Magid and Associates, Audience Research and Development and others. Their recommendations led to newscasts that were more accessible to the average viewer and more diverse. But did they "dumb down" the news? Let us know what happened when consultants began affecting the news in your market. We are interested in behind-the-scenes stories of "Eyewitness News" and other "happy talk" formats as well as any outrageous "sweeps" stunts" as journalistic values took a back seat to promotion and the quest for ratings. If you have tape of any classic bloopers, let us know. |