I am pro-Olympics with a twist, which means I love the sport but hate the politics.

It is a new era, and most people today do not object to a reporter running with the torch as long as the reporter does it openly.

I’ve written about this incestuous subject many times in my blog and book, and on countless other websites, and in fact have borrowed segments in this post to you from other online publications where I addressed the topic of news media conflict of interest. At this late date it is disingenuous of anyone with a journalism background to start complaining now about the relationship news media has with the Olympics.

I have no problem with CTV being the official 2010 Olympic broadcaster or with any of their reporters running with the torch. Each time I see a CTV story about the Olympics I accept that their perspective is skewed and I give it less weight and give them less credibility. No big deal. It is their choice to generate revenue through their Olympic affiliation at the expense of journalistic integrity, and like NBC they are doing it up front and in the open. We all understand how commerce works.

Bias is not a crime or even unethical unless you hide it

Running with the torch is a minor blip when you consider it is legal for a newspaper to partner with its advertiser (the IOC).

Again, it is legal, but by no stretch of the imagination is it ethical and especially when it is not completely obvious.

For pro journalists to complain about Olympic journalism ethics at this late is a letter perfect example of what Chomsky describes as “necessary illusion.” Where were the objections from journalists in 2004 when the community needed to hear both sides of the 2010 Olympic story? Where were the objections when they could have actually done something about it to prevent Olympic media bias before it occurred? If you do a little Google research you will discover I was the only one singing this song, and guess what, I’m not even in the news business. I did it out of necessity because real journalists looked the other way while their colleagues sold out our community.

Between 2003 and 2007 The Vancouver Sun newspaper published many articles directly and indirectly boosting the Olympics (I know because we clipped them all), and in effect surreptitiously manufactured consent. They did not make it clear to their readers during a very critical period that they were well paid by the IOC to tell the Olympic side of the Olympics story. Only after intense pressure from me through my blog (and over a year after becoming an official supplier) did the Vancouver Sun put the 5 Ring logo on their front page identifying the newspaper as an official paid Olympic partner/supplier. How is it possible pro journalists didn’t object to this, but today the journalists running with the torch is an issue?

Jeff Lee, the official Olympic reporter for the Vancouver Sun argues that The Sun’s affiliation with the Olympics is no different than a news company’s affiliation with the NHL. His argument is self-serving and preposterous when you consider taxpayers pick up the slack for the Olympics. Taxpayers on the other hand do not support the NHL. In fact it is the other way around when you take into consideration all the taxes paid by the NHL franchise to the city.

Lee argues it is a matter of perception, while I argue it is a matter of law. When stock promoters misrepresent the value of stocks the law comes down on them like a ton of bricks and they receive not only a hefty fine, but also jail time. I see little difference when an Olympic partner misrepresents the value of their product respective of the Olympics. John Furlong, CEO VANOC, in the early years told Canadians he wanted us to invest in and take ownership of the Olympics, and the Sun dutifully reported his words without question. What wasn’t reported was that investors have rights and when the 2010 invoice arrives I’m going to expect VANOC and its partnering news media companies to be accountable for the biased and fanciful stories they published about the benefits of the Olympics to my Host community.

Perception, like possession, is nine tenths of the law. I was forced to buy shares, now I want the dividends.

The old Olympic business model is broken, and the IOC does not want it fixed because it would mean unscrupulous Olympic sponsors that sell fast food and sugar water would no longer have access to children in schools, and that is exactly where you grow your future base of loyalty. Impressionable children become devoted adults. The current model works for the IOC and sponsors, but it no longer works for Host communities. The last four Olympic Host regions have suffered incredible deficits and now Vancouver and London are about to get slammed too. The companies that manufactured consent and got us into this mess, of which local news media played a major role, should pay to get us out.

BTW, when Lee ran a piece on his Sun blog about Bob Mackin running with the torch I posted a comment that included this link to The Tyee questioning his writing of an Olympic article for IOC. He censored my post by removing the link, so here it is . . .
http://thetyee.ca/Mediacheck/2009/05/22/SunOlympicsReporter/

Way back in 2006 I called for an official inquiry into news media’s incestuous relationship with the IOC, but was ignored by our government as well as news media. You can read more about it here – http://www.olyblog.com/f/06/ShawLeeF09282006.shtml#INQUIRY

Editor: http://www.olyblog.com/main.shtml
Author: http://www.LeverageOlympicMomentum.com

(Response: Your well thought out and detailed analysis makes me very happy I offer this blog to discuss issues like these. I like Jeff Lee, find him to be a very good reporter, and realize your preceptions/critique are your own. But if would like to respond, he certainly can have the space here to do so. Where I do disagree with you is on reporters etc carrying the news… for me, it is very simple ,, if you are a NEWS MAN or WOMAN, reporter or anchor, you DO NOT participate in any events you cover. Not if you want to retain your crediblity and integrity. But apparently these days ..too many are prepared to throw that away ..for self aggrandisement and a small thrill. I pity those who do that. h.o)

(Response: And your input (agree or disagree) would be great too. h.o.)

(Response: Actually I make NOTHING from it; no ads, no subscriptions, nothing. Just my way of giving back a bit ..and having a lot of fun speaking up in retirement in a personal opinionated way I could not while working. h.o.)

(Response: There are some very good journalists at Canwest … newspapers and tv across the country, but they are constrained by budget strangleholds (do more with almost nothing) and in many places, bland, unimaginative managers who prefer easy fast stories… police incidents, fires, puff pieces and press conferences rather than hard hitting political stories or time consuming investigative peices. h.o)

Not only did Lloyd in fact participate in the torch run yesterday, he gushed about it on CTV news last night. The last 5 minutes of the broadcast focused on his torch segment along with Sandie day dreaming about her upcoming run.

An interesting aside is the Lloyd displayed the torch that he had carried with him during the run. The torches sell for $350 if the runner wishes to keep it. Any bets whether or not Lloyd paid?

(Response: There you go …thanks for the info. It confirms my concerns about “broadcasters” participating … and I worry that he (and others who accept the offer) will now be “on side” for the rest of the event, regardless of reality. h.o.)

As a long-time broadcast journalist who is also a professional sports coach (and an asst. coach for the Canadian national team for my sport), the issue of journalistic integrity and objectivity doesn’t necessarily begin or end with the CTV torch-runner’s saga…

We all know for a fact that VANOC won’t be the first organization who attempted to seduce the media, or climbed into bed with the media…(in this case, the anchors at CTV).

Meanwhile, your report doesn’t say whether Lloyd Robertson, the lead anchor at CTV, will be among the torchrunners ? Don’t give me this bull that Robertson is “too old” to run the torch because cardio fitness is a healthy activity that anyone can do, even into one’s old age…

However, since the CTV network is broadcasting the games (and THEREFORE, Global and CBC DIDN’T get the games)…does it really matter what Peter Mansbridge thinks…

Seriously, I don’t see anything wrong with a couple of out of shape news anchors doing a once in a lifetime jog with a torch they will never never hold again with their own hands…

You know, the broadcast news business is notorious for having a largely overweight, stressed-out, “out of shape” workforce…who lead a largely unhealthy lifestyle fuelled by cigarettes and booze.

Some news people have literally died on the job over the years, due to heart attacks and strokes…such as NBC’s Tim Russert and a few years back… Lloyd McGuigan (aka Andy Steel) from QM-FM News…

I’m sure being a large man, you have had your cardio warnings, yourself…

In 2007, Health Canada released a damning report about the fact that many of our young Canadian kids, aged 10 to 18, are spending too much of their damn childhood watching screens (tv screens, video games, internet screens, etc)

It is forecasted that many of these children are going to have significant joint-related issues when they get older, such as osteoarthritis, back problems, bad knees, etc. (and many of them may live shorter lives, because of it ?)

So, if a few tv newscasters are seen jogging with a torch, who knows, maybe it might persuade other unfit Canadians to get off their *ss, shut the computer or tv off, and frankly, do the same ?

(Response: Robertson was not listed in the CTV announcement … but you never know. Apparently there are more to come, as yet unannounced. And CTV is not alone, as I stated in the blog …a “reporter” on CKNW radio today was absolutely gushing about her scheduled torch carry. Napoleon observed people would happily give up their lives …not for money… but little ribbons. These days some “reporters” will give up their integrity, independence and impartiality for a 300-metre walk/run… and a souvenir jacket to keep.
As for over the hill out of shape anchors etc carrying the torch..you mised my point: ANY working reporter, anchor (they are supposed to be reporters too) or on air host covering the Olympics has NO BUSINESS taking part in anything related to it. Other media staff ok..like sales reps, accountants, office or tech staff ok..but NOT those who will be covering it in any way. h..o)

(Response: A reporter, or broadcaster, running in the torch relay doesn’t just show up and run: he or she goes through a thorough briefing, receives instructions, is told what to do and what not to do, rubs shoulders behind the scenes with Olympic brass, becomes part of the “team” in effect, gets a uniform, gets surrounded by security, is treated like a VIP, escorted to the starting point of his/her run, then gets all excited as he/she sees the crowds along the street, the hype, and for a while BECOMES the center of attention and will probably then also be invited to post-run receptions and parties, where the publicly paid food and booze will flow. And you don’t think will impress or give that broadcaster a bias in then covering the rest of the relay or the Games or protests condemning them etc ???? I do! h.o.)

(Response:For me it’s quite simple: no reporter or anchor or broadcaster covering ANY event should take part in the event … unless its to evaluate it as part of the story (like bungee jumping). But how can someone voluntarly JOINING IN the Olympic relay or any Games event then cover or evaluate impartially those same events. h.o.)