NEW YORK: For the third year in a row, health proved the most popular VNR topic, according to an annual survey of 1,800 assignment editors and TV producers.
NEW YORK: For the third year in a row, health proved the most
popular VNR topic, according to an annual survey of 1,800 assignment
editors and TV producers.
The study, conducted by DS Simon Productions, found that health-related
VNRs were used by 81% of the respondents, followed by personal finance
stories (38%) and technology pieces (35%).
’I think there are really a number of factors converging,’ said Kym
White, managing director of Ogilvy’s global health and medical practice,
which typically uses VNRs to disseminate information about new drug
’What it all comes down to is consumers feeling empowered and
responsible for their own healthcare. The Internet and the wealth of
information available to consumers and 10 years of managed care have
combined to create a bigger appetite for health news than in the
Overall, 74% of respondents to the survey reported using VNRs regularly,
while 58% said they used satellite media interviews. Asked at what time
they usually air the information, 64% of respondents said they broadcast
VNRs during evening or nightly newscasts, while satellite interviews
were aired during morning, midday and nightly newscasts.
Producers and assignment editors (69%) preferred being notified about
VNRs or satellite interviews by fax. They also stressed that the best
times for sending VNR feeds were 1 pm EST (25%) followed by a tie
between 12 pm EST and 11 am EST (23%).