This research focused on public and private television, analyzing issues of ethics and media ideology at local broadcasters: RBS-TV, TV Bandeirantes and TVE. The objective of this study was to detect the strategies used by the vehicles in order to be aligned with the "governments of the day", interpreting the discourses of the editorial content of the main news programs, published between August 5 and October 3, 2000, Time of the first round of municipal elections across the country.