A study examined the differences in perceived credibility of male and female television news broadcasters. News directors' attitudes concerning what makes a newscaster believable were surveyed by telephone. Their descriptions were converted to semantic differential scales. Next, two videotaped newscasts were produced, one with a male and one with a female anchorperson, both using actors as the newscaster. Fifteen hundred undergraduate students viewed one of the two newscasts and then responded to the semantic differential scale. Prior to viewing the newscast, subjects read one of three descriptions of the newscaster, intended to manipulate the perceived credibility of the newscaster. A multiple discriminant analysis was run on the subjects' responses. The subjects found the male described as high credible to be slightly more believable than the female described as high credible. Credibility of the male and female newscaster was based on different qualities. The female newscaster was rated higher on "style" and "character," while the male newscaster was rated higher on "professionalism,""trustworthiness," and "sophistication." News directors' perceptions of what makes a newscaster credible did not coincide with those of viewers. (HTH)