Video News Release

A Video News Release or VNR is a broadcast quality tape shot to illustrate an issue, organisation or event. Video news releases do not contain voice-overs, music or visual effects. They are shot in the same style as main stream television news allowing their footage to be seamlessly included in a report.

Newsrooms use them frequently and a good VNR will include footage that is normally unobtainable given the time and budget restraints. A typical example would be the launch of a cross channel ferry where the VNR contains helicopter shots of the craft crossing the ocean or the interior of the engine room. Shot well in advance the footage supplements the material shot on the day by the television station. Material filmed for your VNR can give a new dynamic to a story which however important to you might not make it to air through a lack of diversity of shots.

Video News Release footage is likely to be time-sensitive and its release carefully orchestrated. By its nature this rare material will have a considerable shelf life and its availability ensures your organisation gets exposure when a story re-emerges.

Distribution is carried out either by delivery of video tapes to selected newsrooms or via satellite feed at an alloted time. The decision on delivery is usually decided by time constraints and other logistics.

An experienced producer who has worked on the inside of the television news industry will be assigned to produce your VNR by Media Impact.