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
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