The new method is based on NewsML, an XML-based technology that enables reporters to access text, video, pictures and graphics simultaneously. It also delivers news in multiple languages.
Previously, the only option for accessing multimedia content from Business Wire was via its Smart News Release. The tool embeds multimedia elements into an HTML news release, but requires users to manually open each piece of content, which takes additional time.
"The Smart Release is a 'pull' product, while News Express is a 'push' product," explained Steve Messick, senior vice-president of technology, who led the development of the product. "Opposed to having to go and retrieve content, News Express transmits all multimedia elements directly to the receivers."
A long-term project for Business Wire, News Express was officially set in motion when the International Press Telecommunications Council approved version 1.0 of NewsML last autumn.
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