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.