Television’s worthiness as a source of information about contemporary culture has been evaluated time and time again by researchers. Yet systematic analysis of the nature and social role of information and interview programs is virtually non-existent, even though public relations practitioners have long utilized these programs as important publicity outlets. In this article, Joseph Turow and Ceritta Park describe their survey of “i & i “ programming, noting that this broadcasting category represents “a rich lode” of opportunities for public relations firms seeking an appropriate means of communicating their clients’ points of view.