OTM: Branded News - New and Improved VNR's

"Well, basically, a VNR or video news release was just like a press release. It was a well put together PR message, you know, highly produced by a VNR company that was distributed to stations, and they chose whether to air it or not or air it in its entirety or not. What's going on now is these companies are actually going out and securing time, actually buying the time, to make sure that message runs intact, exactly the way the marketer or the corporation intended it. And most importantly, they can plan and buy the audiences they want, much like Madison Avenue can, and they can actually figure out what demographic, what type of person, consumes this media and they can control it."