Since you asked me to jump in. ;)
Like it or not, POSTALONE, swine flu is big news right now. But not only in the media. This weekend amongst friends I heard constant references to swine flu, and most of them were people joking about it.
The news media as an industry loves to jump onto cycles, and sometimes it can become an echo chamber. Right now swine flu is the cycle, and so far we aren't seeing the deaths that everyone feared was coming.
However, the health agencies (like World Health Organization) are still warning about the dangers of this flu. So I don't think the news is hyping this just for viewers.
As a local news company, we have to look at what stories do our viewers care about, what stories do we feel are interesting and can benefit our viewers, and the stories we need to report for the good of the public (our social responsibility).
I think a lot of people want to know about swine flu because it's a big national story. They want to know if there are cases in Oregon, and is it spreading, and how sick are the people who get it. When local schools start sending students home because someone has come down with the flu, that is a story we should be reporting.
I think just as important is to know what the community is thinking. That is why I love the Your Corner Forums. We can all share what we think of the stories that are being reported, or even report on things that KMTR doesn't report on. Western Oregon is a big place with lots of people doing a lot of things. Use these forums to the fullest!