With TV stations drowning in VNRs, distributors urged to be selective

ATLANTA: An overwhelming majority of local television newscasts - 88% in the top 100 markets - devoted 5% or less time to video news releases, according to a new survey by KEF Media Associates.

ATLANTA: An overwhelming majority of local television newscasts - 88% in the top 100 markets - devoted 5% or less time to video news releases, according to a new survey by KEF Media Associates.

ATLANTA: An overwhelming majority of local television newscasts - 88% in the top 100 markets - devoted 5% or less time to video news releases, according to a new survey by KEF Media Associates.

The results reveal stiff competition for local airtime. An hourlong local newscast has an average 44 minutes of programming and allocates just two to three minutes to VNRs.

The survey - released to encourage industry self-analysis and debate - included replies from 20 decision-makers at the top 100 local TV markets, mainly news directors and assignment editors. Twenty percent of respondents said they received 11 or more VNR pitch letters a day. Kevin Foley, president of KEF Media, said some television stations ignore VNRs completely because they receive more than 100 VNR pitches a week.

'We have to be more courageous and tell our clients when there might be better ways to pitch things,' said Foley. 'There are volume-driven companies out there who are not treating this as a serious media relations exercise; they're treating this as a profit center.'



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in