I begin this information
with VNR’s issue. In 2006 the
FCC publicly warned licensees that they might have to disclose the origins of
any tape used in a newscast if it was originally provided as part of a VNR. According
released study prepared by the Center for Media and Democracy and Free Press, as many as 77 TV stations use VNRs-supplied
tape in the last
year without disclosing its
origin and then followed by demands that
the station should apologize to their
viewers.
From this case, i think many parties who want
to utilize the original VNRs
without disclosing its origin. They
just want to take benefit by making a few modifications to the video that he made or
did not mention the source of the video. Basically,
VNR must disclose
the nature, source and sponsorship to protect
copyright.
On the other hand, the definition of
VNR is one of public relation tool that produced in a video newscast format and
distributed to the news departments of television stations to be aired as a
news item in a regularly scheduled newscast.
One of advantage VNR is people are more likely
to believe the company if they can see it. Video enables the audience to both
see and hear what company have to say. And the key disadvantage of VNRs for companies is the
loss of control of whether or how VNR content is used in the newscast. The company
can not control the news that include in the VNR will released by the station
television. If news departments increase something bad, it will make viewer
have different opinion when they watch the VNR and make company suffered.
So, the best thing is when the company
can promote and control how to keep the message in the video can be properly conveyed
to the viewers.
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