cognitive dissonance of "balanced" reporting

here's a typical example of "balance" in reporting where the BBC basically completely confuses the reader - in covering the speech (not yet made) by GOrdon Brown, their webpage has five other points, randomly including a fear campaign/gravy train comment from the EC President, a commercial concern (with a union) worrying about business and jobs, a (probably dodgy) prediction of immigration numbers (i.e. 5M more people - wonder where the houses for them wil lcome from eh? and a statement from a tory and labour leader about the campaign....not one of these points is actually germane to Brown's speech, but you could be forgiven for not being able to make use of any of this information in any reasoned response to the referendum vote decision, since it is presented so uncritically, and randomly. Very very poor journalism, whichever way you're voting.
see
http://www.bbc.co.uk/news/uk-politics-eu-referendum-36513921
for this example...