We should get one thing straight, Zionists do not control the media. The fact of the matter is that the media supports the status quo, and Israel is a part of that status quo, and will defend it accordingly.
The idea that Zionists control the media is often a substitute for the crazy idea that Jews control the media (the non-Jewish Rupert Murdoch anyone?). Equally crazy is the idea that the media is impartial when it comes to the issue of Israel and Palestine.