What is VIDEO NEWS RELEASE? What does VIDEO NEWS RELEASE mean? VIDEO NEWS RELEASE meaning - VIDEO NEWS RELEASE definition - VIDEO NEWS RELEASE explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. A video news release (VNR) is a video segment made to look like a news report, but is instead created by a PR firm, advertising agency, marketing firm, corporation, or government agency. They are provided to television newsrooms to shape public opinion, promote commercial products and services, publicize individuals, or support other interests. News producers may air VNRs, in whole or in part, at their discretion or incorporate them into news reports if they contain information appropriate to a story or of interest to viewers. Critics of VNRs have called the practice deceptive or a propaganda technique, particularly when the segment is not identified to the viewers as a VNR. Firms producing VNRs disagree and equate their use to a press release in video form and point to the fact that editorial judgement in the worthiness, part or whole, of a VNR's content is still left in the hands of journalists, program producers or the like. The United States Federal Communications Commission is currently investigating the practice of VNRs. Most VNRs feature a professional news reporter, someone with on-air news experience, or an actor. VNRs also often include interviews with experts (who often have legitimate, if biased, expertise); so called "man on the street" interviews with "average" people; and pictures of celebrities, products, service demonstrations, corporate logos and the like, where applicable. In some cases the "man on the street" segments feature persons randomly selected and interviewed spontaneously, and in other cases actors are hired and directed by VNR producers to deliver carefully scripted comments. In addition, regardless of whether real people or professional actors appear, VNR producers and directors, just like journalists, have complete discretion to excerpt and edit these "interviews" into 'sound bites' that help make the point they are trying to make. Commercial television stations and other media outlets often broadcast only portions of a VNR. Sometimes they use the script provided by the VNR producer but frequently they write their own script. In a report released on April 6, 2006, the Center for Media and Democracy listed detailed information on 77 television stations that it said had broadcast VNRs in the prior 10 months, and which VNRs had been broadcast. Most of these VNR uses were of partial feeds. However, CMD said that in each case the television station actively disguised the VNR content to make it appear to be its own reporting, and that more than one-third of the time, stations aired the pre-packaged VNR in its entirety.
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