The Shooting Show is one of a burgeoning number of online TV networks that has sprung up in recent times with the aim of catering for all kinds of pursuits and interests. Devised to offer a rich and growing menu of topics to viewers, it is a welcome addition to the shooting media.
So far, so good. But one of the complaints levelled at all these network newcomers, is that in the headlong pursuit of income the editorial standards that might apply, say, in print journalism become a lot more flexible in the ethersphere. And a recent “interview” broadcast by the channel, featuring former Olympic gold medallist shooter, Richard Faulds, seems to demonstrate precisely this point.
The slot, part of a shooting news report from the CLA Game Fair, had Faulds and his wife, Tanya, field a series of questions about their new guns and new sponsors Caesar Guerini. Both were fulsome in their praise, an outcome made all the easier by the questions which gently prompted both in the direction of outright eulogy. There is no reason to suppose that either of the Faulds were being other than sincere, although viewers may have wondered at Richard’s failure in particular to mention anywhere during the six minute slot, the debt he owes to his former sponsors of twelve years, Beretta. Was it ingratitude? Forgetfulness? Or was it the fact that the “interview” had been bought and paid for by Caesar Guerini, who understandably enough would not have been thrilled at the mention of the huge part played by Beretta in Faulds’ career to date.
From Guerini’s point of view this is entirely acceptable. What isn’t, of course, is the failure of the Shooting Show to make it absolutely clear, that what its viewers were watching in this case was not in fact news, but an advertisement. As this distinction would not have been missed in any print publication it seems fair to observe that it shouldn’t have happened in this case either.