NEWS: Broadcasters will use more VNRs

Cash-strapped TV producers expect to use more outside generated footage like VNRs in the future, according to a new survey.

Cash-strapped TV producers expect to use more outside generated footage

like VNRs in the future, according to a new survey.



Of 60 broadcasters interviewed by independent research company Metra

Martech, 62 per cent said that, with budget restrictions and increasing

demand for stories, they expect to use more outside generated material

in the coming year.



Meanwhile, PR firms are falling behind TV specialist consultancies in

their understanding of broadcast requirements according to the survey,

which was sponsored by broadcast specialist The London Bureau.



Only eight per cent of respondents said that generalist PR companies

understood their needs as well as TV specialists and VNR companies. The

survey highlighted poorly written and targeted press releases and ‘time

wasting’ as major gripes about PR firms.



More than one third of respondents said that material produced by PR

companies was not targeted at television.



Focus, p13



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