The problem is that the average person is not going to have any idea what is meant by the term "medium complexion". If there was no photo to accompany that description, I would assume they were talking about somebody like George Hamilton.
I don't know what station you are watching/listening to, but they ARE saying he is a black man with a medium complexion. They are not leaving out the detail of him being black, AND they are showing a picture. You keep saying that they are just saying he is of medium complexion and that is simply not true. It's not that I'm a big fan of the media, but in this case they are describing him accurately.