Illuminations News director, NBC maverick, sets new
tone
By RETTA BLANEY
Special to the National Catholic Reporter New
York
When Paula Madison was asked to talk
about her work to a group of religion public relations professionals, she
agreed, although as news director of WNBC in New York her days are tightly
scheduled. In exchange for her time, she asked the group for only one thing --
that they pray for her and her staff.
Madison wanted their prayers to help her reach her goal of making
her news programs No. 1 in every time period. This would be any news
directors goal in the ratings-driven world of television, but
Madisons desire to achieve top status is part of a larger plan. Since
becoming news director in 1996, she has downplayed sensationalism, looked for
stories about the least among us and increased religion coverage.
She has hoped to prove that if local news could set a different tone and still
be successful, other stations would follow suit.
I have no problem seeing myself as a missionary,
Madison told NCR. I genuinely believe God put me here for a
reason. I see myself as an agent of change for the better.
Madison reached her goal last year when News Channel 4
closed out the November ratings period as the markets news leader,
finishing first in all local newscasts for the first time in 16 years.
Religion is one area she has especially focused on, she said.
Many, many people are interested in religion, and yet it gets virtually
no news coverage, or its not covered well. Theres a natural,
healthy skepticism journalists bring to the table, but very many journalists
are uncomfortable with the concept of faith. When some reporters approach the
topic of religion, they walk in with an almost antagonistic tone.
Madison, 47, makes it clear to her reporters that for any
assignment they must be respectful of peoples time and fully
equipped with information when they go, and not stumbling and asking questions
that waste peoples time.
She also prays for herself and her staff everyday. I pray
that we exercise good judgment and have the wisdom to make the right decisions,
that we can be part of the solution and not part of the problem. Were
able to point a camera on issues. I dont want to just put stories on the
air that deal with sensational issues and blow things up. I want measured,
reasonable discourse, to look at and understand other points of view. Maybe
then we can leave the world a better place than we found it.
In February, she was given an additional opportunity to do that.
She was appointed vice president of diversity for NBC, allowing her to direct
the networks efforts to ensure full inclusiveness in its staffing. For
this position, she reports directly to NBC president Bob Wright.
If Madisons views seem different from those of other news
directors, maybe its because her life has been different. She grew up on
welfare in Harlem, the daughter of Jamaican immigrants. Crack use was part of
one family members story, and she had to take in three nieces for a while
when problems arose in their homes.
Shes a product of who she is and where she came from
and her great life story, said Barbara Cochran, president of the
Radio-Television News Directors Association in Washington. She offers
high quality, which serves the community well, and shes gotten the
audience to support it.
Neil Hickey, editor-at-large for Columbia Journalism
Review, said Madisons job puts her in the pantheon of
television news. He says the news director selects on- and off-screen
personnel, sets the tone, discipline and style of the newsroom and chooses the
set design and equipment. The news director can make a big difference by
the choices he or she makes about what the program is to be and how it will be
different from the competition, he said.
Madisons efforts on behalf of religion coverage included two
half-hour specials on Pope John Paul IIs March visit to Israel. She sent
an anchorman, reporters, producer and a crew -- a total of nine people -- to
the country a week in advance to begin exploring issues in the Holy Land. When
the pope arrived, she ran live coverage nightly for about 10 days.
She ordered similar coverage when the pope went to Cuba in 1998,
sending 25 people, 12 of whom went early to set the scene with stories on Cuba
today and the role of religion in the country. This coverage included a report
on a decrepit synagogue and its worshipers.
She also created a seven-minute segment called Your
Spirit, which appears every Sunday morning on Weekend Today in New
York. For this, clergy and members of religious communities discuss
issues of faith or add their voices to a major story of the day.
For her efforts, Madison was honored by the Tri-State Catholic
Committee on Radio and Television with its TRISCCORT award. Under her
leadership, the stories on her news broadcast are not exploitative, said
Joseph Zwilling, the committees vice president. We looked at the
sensitivity she brought to handling news in general and in particular news of
religion.
Zwillings organization is made up of representatives of
dioceses and religious orders in the New York, New Jersey and Connecticut media
market who meet monthly to better facilitate a Catholic presence on the
air.
Paula is always most gracious to meet with us, said
Zwilling, who is also representative for the New York archdiocese. Under
Paulas leadership invariably those we deal with are informed,
knowledgeable and respectful about what the church is all about.
Madisons own journey is rooted in the Catholic church.
Growing up in Harlem, she attended St. Rose of Lima Church and went through 12
years of Catholic school. She left the church for four years in the 1970s to
become a Muslim. During this time her daughter, Imani, now 24, was born; Imani,
which means faithin Arabic, remains a Muslim. For several years, Madison
practiced no religion, then returned to Catholicism.
For all the questions I had as a child, a student and a
young woman, it still gives me a sense of comfort, she said. It
feels like home -- the sacraments, inside the church, going up to the altar
rail, getting on my knees.
She and her husband, Roosevelt Madison -- Tom Brokaws
make-up artist -- belong to Ss. Peter and Paul Church in Mount Vernon, N.Y.,
where they live. Asked why she chooses a church in which neither women nor
blacks have occupied positions of authority, she said she wishes both were more
a part of the decision-making process. Women are not the ones seated at
the head of the table making calls, but women are influential, she
said.
As for the place of African-Americans in the church, Madison
recalls a worse time. Her husband was part of the first wave of students who
integrated Catholic schools in New Orleans. My husband was part of a bad
period in the history of the Catholic church. You have to push and fight for
progress.
She says the church will grow more representative as more people
of color become involved. Its a slow process, but I came
back, she said. You take it bruises and all. Nobody ever said it
would be perfect.
Madison remains close to many of the sisters who taught her.
Sister of Charity Irene Fugazy, her French teacher at Cardinal Spellman High
School in the Bronx, sent a prayer she says for Madison and her staff daily as
part of her evening office: Spirit of God, grant wisdom, understanding
and fortitude to all involved in the media. Let the highest values and
principles govern their decisions and programs.
Fugazy said she believes her prayers are answered. From what
I see and experience, shes an extremely dedicated woman of high
principles, devoted to her faith. Shes an extraordinarily good
woman.
Madison credited her first 12 years of school with helping shape
the news professional she has become. Catholic school focused me on
taking a look at what someone has versus what someone doesnt have and how
we can use journalism to tell their stories, she said. I think I
have an open heart.
National Catholic Reporter, June 2,
2000
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