A series of myths dominates the world of local TV news. These myths are among the most influential forces in local TV. They are a set of long-held beliefs so ingrained that nearly every station operates by them unquestioningly. They explain why local TV is so similar from city to city, and why the “hook-and-hold” mentality and the X-Structure permeate local TV news. And they are manifestly, and provably, false.

1. Myth No. 1: It is more important not to lose audience than to attract one.

2. Myth No. 2: A newscast should emphasize stories that shock or amaze.

3. Myth No. 3: Immediacy is the most important value in local TV news.

4. Myth No. 4: Flashing police lights, yellow tape, and other “hot” visuals are “eyeball magnets.”

5. Myth No. 5: TV is an emotional medium in which pictures are more important than words (or ideas).

6. Myth No. 6: Every lead story must have a live shot from the scene.

7. Myth No. 7: Viewers are voyeuristic and like to be titillated.

8. Myth No. 8: Viewers care only about local news.

9. Myth No. 9: Some stories are more important as promotion than as news.

10. Myth No. 10: Viewers won't watch long stories about issues.

In our five-year study of local TV news, we statistically catalogued the impact these myths have on the medium, as outlined in the previous chapter. In this chapter we will look at these 10 myths more closely – where they come from, how endemic they are – and take them apart.