Whenever I hear someone blame the media for favouritism or bias I just want to shake them and scream 'YOU'VE GOT IT BACKWARDS!'
The media is a lens and information can pass through it in different directions, but distortions like 'favouritsm' and 'bias' are rare. What's not rare is the ability of certain people to position themselves so that they project a certain persona that the media's lens amplifies. When McCain first emerged he garnered popular press because he fashioned himself as a popular figure. He had the underdog, maverick persona that makes for good television. The media wasn't playing favourites, McCain was making himself into the darling of the race. Obama's done the same thing, albeit with a different persona. His is more of the transformational change and momentum of history style, but the projection to the media is still essentially the same: a good story that plays well on the air.
Sorry CP, but you are totally wrong.
When McCain was attacking Republicans and conservatives, the liberal media (ABC/CBS/NBC/New York Times/Washington Post/Chicago Tribune/Los Angeles Times/Time/Newsweek, etc.) all loved him. The people didn't, and he lost the Republican nomination in 2000.
When Obama secured the nomination this year, since he is both to the left of McCain (which means really far out to the left) and black, they are supporting Obama and began dissing McCain.
This is not a simple matter of misperceptions, as you alledge, but rather cold hard facts. Even some members of the liberal media admit that they have gone way overboard with Obamamania.
One of the nice things is that the dinosaur (liberal) media has less and less impact on the elections every year.