Top VNR reached over 422m viewers in ’99

NEW YORK: The eyes of TV news directors’ were open wide last year when they helped Warner Bros. Pictures promote Stanley Kubrick’s final film, Eyes Wide Shut. Thanks to a VNR produced by On the Scene Productions, news of the film’s premiere aired over 4,000 times, amassing more than 422 million viewer impressions.

NEW YORK: The eyes of TV news directors’ were open wide last year when they helped Warner Bros. Pictures promote Stanley Kubrick’s final film, Eyes Wide Shut. Thanks to a VNR produced by On the Scene Productions, news of the film’s premiere aired over 4,000 times, amassing more than 422 million viewer impressions.

NEW YORK: The eyes of TV news directors’ were open wide last year

when they helped Warner Bros. Pictures promote Stanley Kubrick’s final

film, Eyes Wide Shut. Thanks to a VNR produced by On the Scene

Productions, news of the film’s premiere aired over 4,000 times,

amassing more than 422 million viewer impressions.



On the Scene’s VNRs on the Kubrick flick and on the FDA’s approval of a

new weight-loss drug seized the top two slots in PRWeek’s survey of

eight top distributors (see p23). Third-place finisher (produced by

Medialink for the Insurance Institute for Highway Safety) was an SUV

crash test VNR. The survey was compiled using numbers submitted by eight

leading VNR producers, based on claimed verified media impressions.



On the Scene president Sally Jewett was not surprised that healthcare

and celebrity stories proved most popular. ’These stories are widely

accepted by the TV news media,’ she said.



Jewett believes the success of On the Scene’s releases can be attributed

to the emphasis she places on traditional publicity. ’Our strength is in

our publicists pitching the story,’ she explained. ’We place an enormous

emphasis on the labor-intensive work of calling media outlets.’



Though News Broadcast Network’s most successful VNR (a report on the

CBS/Viacom merger) was aired a mere 183 times, the company claimed 155

million impressions. NBN president Michael Hill attributed the VNR’s

success to several factors, particularly the speed with which it was

distributed.



’It was a top news story that had to get out that day,’ Hill said.



A hard news hook also proved winning for NatSat’s quickly produced VNR

announcing a dollars 5 billion judgement against General Motors. The VNR

reached an audience of 137 million and was the top story on all three

network evening newscasts that day.



NatSat president Gail Cottman attributed the VNR’s success to her

production team. ’We are all set up to go as a major news agency,’ she

said.



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