Diary: Broadcasters do a rewind on video news releases

It’s a funny old world. Just last year, broadcasters were doing much fretting about the use of video news releases in news programmes and, following the criticism of its own staff and Labour MPs, the BBC halted plans for a business deal with VNR outfit Medialink.

It’s a funny old world. Just last year, broadcasters were doing

much fretting about the use of video news releases in news programmes

and, following the criticism of its own staff and Labour MPs, the BBC

halted plans for a business deal with VNR outfit Medialink.



Yet, what should British Digital Broadcasting use to flag up its

successful bid for the UK’s digital TV licence - but a video news

release.



The Bulletin International release was sent to the nation’s

broadcasters, within an hour of the ITC’s announcement, and was used

with gay abandon on peak-time news programmes.



Despite all the soul-searching of last year, Gary Freemantle, a director

of BDB’s PR agency The Communication Group, does not detect any irony in

the Granada/Carlton consortium’s use of a VNR.



’It’s a question of using the right tools for the job and the VNR was

just one of the tools we used,’ he says. ’We wanted to make it easy for

the broadcasters.’



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