Dish-Twitter-CBS Brouhaha: Buying Some 'News' May Not Be The Way To Go

by Wayne Friedman, Mar 1, 2013, 2:31 PM

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Endorsement deals from prime-time actors must be hard to come by. Wonder why  "Big Bang Theory’s" Kaley Cuoco wrote a "sponsored" tweet about the wonders of Dish Network's new Hopper?

Are Cuoco's representatives all caught up on the issues between CBS and Dish Network?  Maybe they need a refresher course. Hopefully Cuoco's next stop will be joining Dennis Rodman and the Harlem Globetrotters on a fact-finding mission to North Korea.

A sponsored tweet means that money has been exchanged -- mostly at the initial asking of the Twitter "user" -- from a company looking for a bit of help.

This is what Twitter's own page says about sponsored tweets: "In cases where these Tweets are paid or otherwise sponsored, any payment arrangements are the responsibility of the user and the sponsoring brand or service. These ‘sponsored’ Tweets are not prohibited, provided they clearly disclose the nature of the sponsorship on Twitter, and do not otherwise violate the Twitter Rules."

Well, we know Cuoco made it clear she likes the Hopper. But was it clear she was getting paid? Seems a little murky. 

Dish Network could have gone the "promoted" tweet route. Promoted tweets are plainly obvious. On its website, Twitter says: "Promoted Tweets are clearly labeled as Promoted when an advertiser is paying for their placement on Twitter." So, Dish Network says Dish Network's Hopper is wonderful.

Here is Cuoco’s tweet: "Amazing! Watching live TV anywhere on the #Hopper looks pretty awesome! Now where can I find a tiny beer? #ad"  One saving bit is that Cuoco didn't add, "And this function called AutoHop helps me whip through all CBS prime-time ads in no time!"

The tweet was pulled soon afterwards. CBS denied it had anything to do with it. No matter. All this got the usual response from Dish Network, with Joe Clayton, chief executive officer, saying in a statement: "It is disappointing that CBS -- once the exemplar of editorial independence and innovation -- continues to use its heavy hand to hold back progress from consumers."

Editorial independence? To many, Twitter tweets are a form of "news." And who paid for Cuoco's tweet, again? Wonder what Cuoco, had she not been paid, would really feel about Dish? There's your news.

 

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