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• W294705575 abstract "In the past five years or so, video releases (VNRs) have gained momentum as valued additional sources of TV and programming. Now video producers are coming up with increasingly sophisticated packages to get client messages across. Interactive video conferences, often via satellite link-ups, have become standard. Organizations are also packaging program segments, promoting their own cause in a manner that is acceptable to station managers and directors hungry for information and news to fill air or cable time. Just as the standard press release never went out of fashion, VNRs keep going strong, said several sources. One of the most controversial uses of sponsored videos is for educational purposes in the nation's schools. practice of supplying sponsored visual materials to schools goes back more than 70 years, according to one supplier. Critics like Mike Wallace of 60 Minutes have recently questioned this practice, however. Educators are clearly involved in most decisions about using sponsored videos in schools, according to producers. They contend that these programs fill gaps in the curriculum and, for the most part are welcomed by educators (see sidebar, page 24). The traditional VNR has probably peaked, noted Brenda Campbell, Washington, DC-based marketing director for Conus Video & Satellite Services. typical scripted video release is often supplanted by a package containing sound bites and B-roll, unedited footage from the VNR shoot or stock footage from the sponsor's archives. International use growing Pizza Hut recently sponsored a B-roll package and live feed to eleven European cities, featuring the Brazilian soccer star Pele. Greg Glazer, Hill & Knowlton's NYC-based senior vice president and managing director of worldwide broadcast and satellite services, produced the VNR. He swears by satellite distribution as the only way to quickly reach an international audience. If you accept the fact that more is global, you cannot send cassettes, Glazer explained. Between customs regulations and time zone differences, there's no guaranteed method of getting an actual videotape into a [foreign] newsroom overnight. That situation creates more pressure on everyone dispatching the messages internationally. There are times when we have 24 hours to shoot and feed a piece, said Dan Johnson, president of DWJ Television of Ridgewood, NJ. According to Medialink, pan-European business is 40% of its European volume. world's leading distributor of public relations videos, New York-based Medialink conducted a survey on VNR use in Europe in 1993 (see box). Growing acceptance of VNRs there is due, in part, to these trends, the survey found: * Deregulation of telecommunications at all levels of broadcasting; * New legislation enabling private media investors to fund satellite and cable transmission and programming; * Options for commercial advertising in countries where there used to be only government sponsorship; * rise of multichannel systems and thematic channels across Europe. An accepted tool Over the past decade, video technology has changed, and so have the clients. The original users were product marketing people, recalled H&K's Glazer. Now, we're seeing more people who have a message to get across rather than just selling a product. As examples, he cites pharmaceutical companies concerned about health care changes, and companies engaged in crisis management. According to DWJ's Johnson, the look of VNRs has also changed. Techniques now match or exceed the quality found on local programs. There's nobody out there who won't use a VNR when they consider it real he said. The challenge is making it look like real news, rather than the commercial that some clients want. VNR clients may still have to settle for long-term gains rather than instant gratification. …" @default.
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• W294705575 title "Video Releases with a Twist Make News" @default.
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