The television news executive who launched Oprah Winfrey’s career urged Northwestern broadcast students in a speech Wednesday at the McCormick Tribune Center to be realistic about their journalistic ability and not limit themselves to on-camera reporting.

Dennis Swanson, executive vice president of CBS, said credibility, writing skills and a sense of humor are what he looks for in reporters. Swanson listed three important elements needed in order for a successful station: talented reporters, a competent product and good promotion.

Swanson also applauded embedded journalists covering the war in Iraq, and said they improved war reporting compared with previous wars.

“You really saw the cable networks jump forward in this war coverage,” Swanson said. “People got driven to the cable networks and stayed there.”

But war and world events do not exclusively make headlines, according to Swanson. Hot topics include entertainment as well.

“The news business is subjective,” Swanson said. “My definition of news is what interests people.”

Swanson said Fox’s “American Idol”and “The Matrix Reloaded” are deserving of attention.

But moderator Joseph Angotti, chairman of the Medill of Journalism’s broadcast program, said he recently docked a student for spending too much time reporting on the “Matrix” sequel for an assignment.

Angotti, a friend of Swanson who worked with him when he was at NBC, said the event was organized for Angotti’s TV news producing class and the NU community because he wanted students to gain a better understanding of the broadcast news industry.

“I think it’s important for students to be able to see and hear important decision makers in the news and broadcast business,” Angotti said.

Leland Vittert, a Medill sophomore, said Swanson reinforced many important ideas about the industry.

“It was all very much on point,” Vittert said. “We hear a lot from our professors, but it’s nice to hear it from someone who’s out there doing it and doing it well.”