Original sentence: REDIRECT Objectivity (journalism)
Edited sentence: Balance or impartiality, is sometimes used in reference to political content in the mass media.In order to provide an intellectual rationalization for an increased level of Conservative content,  Lord John Reith, the BBC's founding General Manager and later Chairman, promoted a concept called balance.In practise balance means ensuring that statements by those challenging the establishment are balanced with statements of those whom they are criticising, though not necessarily the other way round.Objectivity (journalism).This usage began in Britain in the early part of the 20th century when the Conservative Party was unpopular and receiving little coverage through the BBC