Listeners did "double-takes" when Toronto sports radio
personalties, FAN's Howard Berger and Scott Ferguson
"started plugging a sports drink," and TSN's Michael Whalen
"appeared in hardware commercials," according to Chris
Zelkovich of the TORONTO STAR. Zelkovich: "Talk show hosts
as pitchmen is one thing; these are the guys who report the
news. Worse yet, they are being used because they are
reporters. But neither TSN nor The Fan has a problem with
it." TSN Senior VP/Production & Programming Keith Pelley:
"As long as it's done in a tasteful manner and the product
is legitimate, it's beneficial to TSN because it builds our
stars. If it doesn't hurt their credibility -- and I don't
think the hardware ad does -- it helps their profile and
helps us." FAN Program Dir Nelson Millman: "If they were
plugging something endorsed by the Leafs or Jays, it would
be a different scenario. Their credibility has been
established by the number of years they've covered the teams
they do cover." Berger says that he has "often turned down
offers to make appearances with Leaf players because he felt
that would be a conflict": "I'm very careful. ... I can't
see how this could compromise my position" (TO. STAR, 8/25).
THE OLD TEAM SHOW CONFLICT: In DC, Leonard Shapiro
notes the Redskins have deals with WTTG-Fox and WUSA-CBS for
half-hour team-based shows, and writes, "Many NFL clubs have
similar shows, bought and paid for by the team, and almost
always with a positive spin. ... Still, there are always
troubling aspects to these shows, especially when
journalists whose main job is covering the team are working
on shows funded by the team, and essentially being paid by
the team to do them, even if technically their checks are
coming from their stations." Redskins President Steve
Baldacci "insists" both stations have "complete editorial
control" over both shows. Baldacci: "If it's a legitimate
negative or critical piece and it's good journalism, that's
terrific. If they have a position they want to take that is
not a favorable review of performance on the field, we have
no issue. We know the value of separation of church and
state in editorial decisions" (WASHINGTON POST, 8/25).
