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Video News Releases (continued)
There's a lot of information on those pages. Some
of the concepts that might not be familiar are:
Satellite distribution -- the first thing
you saw was "feed date" and "feed time,"
which has to do with how you distribute your VNR to the TV
It's comparatively expensive to
buy satellite time for national distribution, but it's useful for
big national stories.
For a single local
market it's more economical to prepare cassettes and distribute
them by messenger. We'll talk about this later, but the point to
remember is that with a VNR you are not simply sending text -- you
are sending an actual produced video.
VNR Script -- on the second page you saw an
actual script of a video news release. Notice that it was
presented in two columns -- "Video" (including "stage directions") on
the left, and "Audio" on the right. Notice that the audio column
includes two kinds of text -- ALL CAPS and Upper & Lower Case.
As with PSAs, ALL CAPS means "read this"... C/LC is used for
other information, in this case, recorded "actualities."
B-roll listing -- The B-roll is footage that
you send the station in addition to the VNR. It's copy that the
station can use to individualize the story they create from your
For example, if you're working on the Dandy
Candy account, you might send clips from three different camera
angles on the blending of the nougat -- and some may be close-up,
while others are medium shots. By giving the station more to work
with, you're making it possible for them to do a unique reporting
job, so their report will look different from another station's
report. They understand that, when they see the variety of B-roll
you've supplied, and that makes them more likely to use your
Suggested anchor lead -- In the PR Newswire
example, the PR writer assumes that the VNR will be used as part
of a regular news broadcast. The anchor at the station will report
the "news" about "MSD's" (musculoskeletal disorders), and then "go
to the tape"...
- Rarely, a TV station will actually air the VNR
with an anchor intro, just as it appears in this script. Regular
viewers of that station may notice that although they know the
anchor, the reporter is someone they're not used to. That's
because the "reporter" on the VNR was hired by you (or your
production firm) to make the VNR.
More often, the TV station news director will (a) read
your script, (b) pop in the cassette and watch your VNR, (c)
decide that yes, this would make a good story for the evening
news, and then (d) create their own unique news "package," using
the B-roll you supplied -- and their own reporter.
Go on to the next page.