James Rainey, the Los Angeles Times media writer who is as adept as any at pointing out media missteps, takes on local CBS television affiliate, KCBS TV, for running an ad for a local medical center that appears to look like a news report.

" ... the line between editorial and advertising had been obscured again - with the hospital getting a nice chance to showcase a couple of its top people in a format that looked like news but was actually paid advertising," Rainey writes. “This kind of thing promises to become more the norm. With technology that encourages television audiences to fast-forward through commercials, advertisers are determined to find new ways to get eyeballs on their products.”