because media not understand about bitcoin and may be they are not ready to accept new technology like virtual currency.. they worry if bitcoin can disrupt their economy, they don't know if bitcoin can help people to improve their financial problem.
today the media have started publishing bitcoins and are beginning to look for ways to find the right way to control bitcoin. the media can actually be a great place to start profiting from advertising there. I am quite optimistic if the media and bitcoin can converge.