Cross Promotion as News

Analysis:

This story is nothing more than an ad for Netflix and Wal-Mart. In fact, it almost reads as a Press Release. The video “file” that they use could be a VNR created for Netflix, but the clip is not sourced. Unfortunately, viewers do not get regular news stories that are critical of Wal-Mart to balance out these pro-Wal-Mart stories.

Story:

WXMI 17 News reader – Well, if you can’t beat them, join them. That is what the world’s largest retailer is doing, when it comes to online DVD rentals. Wal-Mart says it is turning over its entire rental services to the competition, Netflix. Under the agreement, they’ll cross promote. Existing Wal-Mart customers can transfer their agreement to Netflix for the same price. And Netflix will redirect people to buy their DVDs at Wal-Mart.

Total Time – 21 seconds