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DNR pays for control of outdoor TV segment

The state Division of Natural Resources pays a local TV station for control over the content of a news segment about outdoor life in West Virginia.

According to their contract with the Wildlife Resources Section of the DNR, Sinclair Media, which owns WCHS-TV and WVAH-TV, receives $90,000 annually to produce and air 52 90-second "West Virginia Wildlife" segments, as well as 30-second ads that lead into the segment.

In return, the state agency maintains editorial control over the final product.

"Segment scripts, eight 30-second commercials and 'West Virginia Wildlife' promos must be approved and accepted by WRS staff prior to airing," the 2005 contract states. "WRS will provide topics and set up interviews on location."

The segment won a regional Emmy award in 2007 in the "Health/Science/Environment - News" category.

While the station does acknowledge the sponsorship, there is no indication during the news broadcast that "West Virginia Wildlife" is any different from other news segments.

But unlike other advertisers, who might sponsor the station's weather coverage every night, DNR dictates its own coverage.

http://www.wvgazette.com/News/200803270112