Sinclair Broadcast Group in the US bought up local TV stations, which tended to be quite highly trusted by their local audiences.
Sinclair have used their ownership to do things like require the local stations to run right-wing commentary segments, including segments by former Trump advisers.
Trump – who is afraid of full, honest coverage – has long been calling media which didn't suck up to him Fake News. Back in 2017 Sinclair executives recorded a centralised piece which they required the trust local stations to play, boosting this message.
In 2018, Sinclair again issued a centralised piece boosting this message, but this time requiring the local newsreaders to read it out in their own voices.
The message included the words "some members of the media use their platforms to push their own personal bias and agenda to control 'exactly what people think.'"
Sinclair media executives wanted to use their platform to push their own agenda and conceal this fact from the audience, using the trust that local audiences had in their local media... to undermine trust in the media.
IIRC, some local media staff actually resigned over this. It's not that they wouldn't have supported the idea of encouraging people to think critically about which media to believe – it's that they weren't prepared to take part in deceiving their audience about who was really talking.
https://en.wikipedia.org/wiki/Sinclair_Broadcast_Group
https://www.npr.org/sections/thetwo-way/2018/04/02/598794433/video-reveals-power-of-sinclair-as-local-news-anchors-recite-script-in-unison
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