In CenturyLink's corner....

The Fox station serving southwest Florida has a love affair with CenturyLink’s Prism service — a fiber to the neighborhood service comparable to AT&T U-verse that CenturyLink is introducing in some of its larger service areas.  WFTX in Cape Coral/Naples devoted nearly seven minutes of airtime on its “FOX4 Morning Blend” show to a thinly-disguised infomercial/interview pitching the service to unsuspecting viewers who may not have realized CenturyLink bought their way on the morning show.

FOX4 Morning Blend is supposed to be a “lifestyles” information and entertainment talk show, airing weekdays at 8am on the Fox affiliate.  Viewers who thought they were getting the local equivalent of LIVE! With Kelly are really getting a series of paid placement interviews and features disguised as feature-oriented journalism.

Visitors who dig deep on WFTX’s website might raise an eyebrow when discovering the section that explains the show:

FOX4 Morning Blend features a variety of community organizations, businesses, and happenings in Southwest Florida. This entertaining talk show format offers a great opportunity for sponsors to reach potential customers.

A few minutes into the interview, the station cuts to a blatant commercial for CenturyLink Prism it calls “a video.”  Show host Bill Wood can’t help but gush over Prism’s features.  Viewers confused about whether the show represents paid placement advertising or actual journalism can be forgiven.  Both show hosts — Bill Wood and Carley Wegner — have extensive reporting and anchoring backgrounds, and Wood is particularly familiar to the station’s viewers as the weekday morning news feature reporter.  Now he sells CenturyLink, among other products and services.

What viewers won’t find is a comprehensive listing of all of the sponsors.  CenturyLink does not appear in the list.  At one point, the station provides a tiny on-screen explanation labeled “Sponsored by CenturyLink” as a list of store locations flashes by.

[flv width=”360″ height=”290″]http://www.phillipdampier.com/video/WFTX Cape Coral CenturyLink Prism 12-9-11.mp4[/flv]

Give us seven minutes and we’ll sell you CenturyLink Prism.  FOX4 Morning Blend mixes actual reporting with disguised advertising.  (7 minutes)