Are TV stations aware that they e using VNRs?
In the few occasions where a TV station has been exposed for airing a VNR without disclosure, the news director has often claimed that the station was unaware of the source of the footage. For the hundreds of VNRs and VNR announcements that CMD analyzed for this report, the broadcast PR firms clearly and accurately disclosed the client and funding information each time. It is possible though it seems unlikely that this information may be removed by TV station personnel before the VNR reaches the newsroom. However, it does seem likely that client information may not be relayed to local stations when a network-distributed or syndicated segment incorporates a VNR.
