''ON TO AMSTERDAM''

"On November 9th, the TV News broadcasters of the world will be in Amsterdam for the annual News Exchange conference. And so will Mediachannel. We are going to confront the industry without expectations but a sense of mission. We will be distributing a call to action. Let's see what happens. It reads:

IS COVERING WAR BUSINESS AS USUAL? TELL THE TRUTH

Many of us live in our own bubble, unconscious of how government pressure and our own media corporations muzzle news, spin stories, and sanitize coverage. Are we proud of the coverage of the Iraq war after so many distorted reports -- now exposed -- beat the drums for war? Has the "embedding" experiment led to more truth -- or more self-censorship? Has the media become a weapon of war, a WMD -- a weapon of mass deception? Let's tell the truth.

It is time for accountability, not just mea-culpas and rationalizations. The Independent's Robert Fisk speaks today of "mice journalism" in Iraq. Are we mice?

Let's not laugh, snicker or be dismissive. This is a serious problem.

Mediachannel.org, the world's largest online media issues network, is waging a citizens campaign urging the media world: TELL THE TRUTH ABOUT THE WAR!

We are also independent journalists -- reporters, writers, authors, commentators and filmmakers. And we are outraged.

*Outraged by all the complicity and collusion.

*Outraged by the refusal to report all sides of the conflict.

*Outraged by the silence on so many issues: war crimes, cluster bombs, depleted uranium, napalm, torture, civilian deaths and the targeting of journalists. Why are so many journalists being killed with no independent investigations? Reuters demands answers while most media companies say nothing. Where is the outcry? Where is the shame? Silence confers assent.

Stop covering incidents and start offering analysis: Self-criticism enhances viewer respect. The media role in the war is an issue. Cover it!?

That's our demand. We know we will speak for many. Will the industry's earmuffs come out, or will they listen? Will we hear about all the awards they've received for their coverage? Will we encounter arrogance or contrition, indifference or candor? It's worth some frequent flyer miles to find out! Wish me Good Night and Good Luck. Stay Tuned."-from Danny Schecter's post, "How to Confront the Media," on BuzzFlash.