The British public put as much trust in the information they receive from the television as they do in their friends, according to a survey out this week.
The research by Telecom Express, an interactive marketing company, also found that traditional media brands are far more trusted than websites or blogs.
Respondents were asked what percentage of the information they received from various sources they believed to be accurate, true and unbiased.
The most trusted source of information was television, scoring 66 per cent, just as highly as family and friends.
Radio was listed the fifth most trustworthy source of information, below national newspapers, but above websites.
Television also topped the list when people were asked to state the organisations with which they felt an extremely close affinity and engagement.
Sixty-six per cent of respondents rated their favourite TV channel or programme as the brand to which they felt close, while radio was ranked second, chosen by 59 percent of people.
The most marked contrast was between the credibility of established media brands, compared with websites (36 per cent) and blogs (24 per cent).