During Donald Trump’s tenure as a television producer and star on NBC, the network built up his brand and image to disproportionate heights, according to a new study released by the Media Research Center on Tuesday.
From 2004 until 2015, NBC ran 335 stories about Mr. Trump, the overwhelming majority of which promoted his deal-making acumen, business record and foray into television.
Of the 335, only 15 cast a negative light on the controversial businessman’s dealings, the study found, and the vast majority did not disclose the network’s business partnership with Mr. Trump.
In a characteristic story on the mogul, which aired on NBC’s flagship morning program, “Today,” anchors portrayed Mr. Trump as “the ultimate businessman,” with Matt Lauer even going so far as to praise Mr. Trump for his “divine intervention” in the Miss USA beauty pageant.
“NBC’s relationship with Trump was mutually beneficial, and fraught with ethical problems,” writes Sam Dorman, a research analyst for MRC’s Business Media Institute.
The study also shows that NBC tried to further Mr. Trump’s political interests.
Prior to the 2012 election, several network anchors portrayed the businessman as a political “power broker.” “Hardball” host Chris Matthews nominated Mr. Trump for the “chutzpah award,” after the businessman pressured President Obama to release his long-form birth certificate.
And during the 2004 general election, “Access Hollywood” anchor Billy Bush called Mr. Trump the “next president of the United States” and told viewers to “write him in” on their ballots.
“NBC had a financial incentive to further Trump’s image as a successful businessman, and it did just that,” Mr. Dorman said.
• Bradford Richardson can be reached at brichardson@washingtontimes.com.
Please read our comment policy before commenting.