NEW YORK: PR Newswire has launched a company dedicated to broadcast and multimedia services, and has appointed industry veteran Tim Bahr as its head.The company - unnamed as yet, but conducting business as of April 22 - expects its main competition to be Medialink. Although the company will stand on its own, the connection to PR Newswire enhances its distribution capabilities. Specialized trade media distribution and access to over 400,000 analysts through PR Newswire's alliance with Thomson Financial gives Bahr's company significant reach. Bahr cofounded the news division of the Orbis Broadcast Group in 1986. "The current climate is the most exciting it has been in 15 years, he said, "because of the new technology that will allow us to take VNRs far beyond the traditional forms of media." Taking content directly from video and making it available through the internet to investors, shareholders, and consumers is part of Bahr's plan. "We can go to a company that has a story that is not necessarily conducive to the six o'clock news, explained Bahr, "and help them channel the information more effectively." Bahr believes "there will always be room for smaller VNR companies, but sees the reach of corporate distribution as his company's unique selling point. Ben Garrett, former executive producer at Orbis, will serve as an executive producer under Bahr. Larry Thomas, already with PR Newswire, has taken on the role of VP of multimedia. Tierney Kennedy, a former Orbis employee, has filled the position of divisional VP.