Abstract
This study, based on the findings of a larger study of a commercial television company, its programme production and output, argues that the news media may not always conform to the generalised findings drawn from studies of news reporting of ‘race’. A changing climate of newsroom multi‐culturalism as well as a characteristic news programme bid for popular appeal are found to have enhanced the range and forms of regional news reporting of ‘race’ and ethnic minority culture. Journalists have increasingly demonstrated a multi‐cultural awareness and frequently pursue ‘positive’ news features concerned with the region's minority communities and cultures. The limitations and ideological impacts of such reporting, however, are also found to be seriously deficient. These are examined and accounted for with reference to the changing climate of multi‐culturalism and the production practices of professional journalists producing a form of popular TV news.