NEW YORK: The NewsMarket has launched ExpertSource, a product that provides journalists with video clips from experts in a variety of subject areas.
Shoba Purushothaman, CEO of The NewsMarket, said the company had been tracking the use of sound bites for some time and noticed a steady increase in frequency.
"So much of television news is expert-driven," she said. "We've always recognized this and wanted to come up with a product that would give broadcasters [material]."
She added that the initial customer base would be the academic world, as well as research companies and the analyst communities. Existing NewsMarket clients, most in the healthcare and technology fields, will be "grandfathered" in, she said.
The service is free to journalists. Users have the option of downloading the broadcast-quality video or requesting an interview with the featured expert.
"We've had some really good pickup," she said.
Kim Keating, director of PR at client The Tuck School of Business at Dartmouth, said she has already had success in using ExpertSource to get a professor featured on Fox News Channel.
"It's just another interesting way to work with TV media," she added.
Other clients of the service include CNET Networks and UNICEF.
Purushothaman said The NewsMarket is also marketing ExpertSource to PR agencies for use with media training.