Health issues emerge as most popular VNR topic for third year

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.

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

approvals.



’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

past.’



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%).



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