Video news channels (VNRs) provide journalists with the pictures and sound they need to write and produce a story about an announcement or piece of news. VNRs are usually under five minutes long and include an “overlay” that helps journalists tell the story in pictures, as well as a number of “grabs,” or brief news-friendly interview answers from key spokespeople on a topic. It is important that these grabs contain natural sound, so that editors can edit and use them with their own journalist voice-over when they air the VNR.
While a majority of the videos studied were neither positive nor negative, roughly one-in-five took a negative tone toward their main subject. This was particularly true for channels oriented around a personality, like those hosted by YouTubers, who tended to focus on domestic issues or political topics.
The overwhelming majority of the videos cited a wide variety of sources, with media being the most common (only citations from outside media were counted; statements by a channel’s own reporters weren’t). It is also worth noting that about two-thirds of the channels that accept donations offer some kind of merchandise (such as mugs or T-shirts) for their donors.
If you suspect that your organization has been paid to have a VNR broadcast, contact the station that aired it and ask them to make sure they identify the video as a VNR and explain what was done to ensure its accuracy. If the station refuses, contact the FCC to report them.