ROSWELL, GA: Direct digital delivery of VNRs onto journalists' desktops - cutting out the middle man of the traffic department - will be a reality by the middle of this month, with new software from digital media management company Pathfire.While digital transmission of video is not a new concept, the process in which the reporter has to get up from his or her desk and manually take clips down from a satellite feed has been blame by some companies for a number of VNRs not getting airtime.
Georgia-based Pathfire is working to install Digital Media Gateway (DMG) software onto several television stations' servers, but only ABC affiliate newsrooms will have the technology available immediately.
Being able to preview stories and b-roll, view footage, select shots, and edit and download broadcast-quality tape all from individual computers should greatly increase the use of VNRs. PSAs, EPKs, stock footage, logos, and other visual materials will also be available directly on desktops via DMG.
"PR content will become embedded into the day-to-day workflow of newsrooms,
said Jim McCallum, VP of broadcast for Pathfire, "creating a higher probability of stories making it to air."
News Broadcast Network and DWJ Television are the first two carriers of DMG technology.