The+Video+News+Release,+Opening+the+Audiences+Eyes

The Video News Release: Opening The Audience s Eyes Dan Magerr The article I read was from the New York Times that was written in 1989 b ut is very informative on Video News Release. It starts off with the company Drexel Burnham Lambert Inc. settlement of Federal securities-law violations was broadcast ed on CBS news with Dan Rather. The news broadcast included an interview with Drexel’s chief executive Frederick H. Joseph but in reality no one at CBS had interviewed Mr. Joseph. Drexel Burnham released a television publicity release which is a perfect example of Video News Release. What Drexel Burnham Lambert Inc. did is becoming a common trend with television newscasts and in general with television.

Continue use of Video News Release brings up questions on whether it’s an ethical technique which some disagree, for example Ralph Nader. It is becoming a troubling development because many local stations are running Video News Releases without the public knowing whether it’s a true story or fake. The local stations are running them habitually particularly smaller stations. What is also disturbing is that Video News Releases have apparently been around since the late 50’s in which a New York Firm, Don Phelan Inc, was doing the very first ones with still photography and promotional videos. Today they have become a common source of production and distribution. Most Video News Releases are developed for the promotion and discharge of new products. Check Point Systems Incorporated developed a release about a shop lifting rise before Christmas to promote their price tag system which inevitably worked.

The quality of these Video News Releases is questionable of being very refined or being primitive in concealing their sales pitch. Many clients of Video News Releases are charged between $8000 to $40,000 in which they produce and distribute to television stations. On the other hand there are some stations for example CNN that look down upon Video News Releases and only use them when they have to. Television networks are seemly expanding which is cutting television budgets, eliminating jobs for new coverage making Video News Releases more acceptable to use on stations. However it is becoming a tendency that many local stations are running the whole Video News Releases without explaining their source. Robert Kimmel who is the president of Audio TV Productions feels that 40% run the whole Video New Release without giving any inclination to origin. Overall it is important for the creators and audiences to be aware of Video News Releases and not just soak up everything you hear on television.

Works Cited Kleinfield, N.r. "THE MEDIA BUSINESS: TELEVISION; The Video News Release: Let the Viewer Beware - New York Times." // The New York Times - Breaking News, World News & Multimedia //. Web. 29 Mar. 2011. .

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