"I am a trusted guide !"

BBC executives love "trust" surveys. Though missing from the current set of mission statements, programme promises etc, the idea of being a "trusted guide" to a difficult and complex world is a strongly-held ambition in news. So the strategists will be looking very carefully at this poll in the United States, which ranks Fox News as the most trusted television news provider. Indeed, Fox News was the only network with more people trusting than distrusting. Maybe it's simple - if you just assert you're "fair and balanced", some people will always believe you.