Interactive Video Gets Bigger Play
1995; Public Relations Society of America; Volume: 51; Issue: 1 Linguagem: Inglês
ISSN
0033-3670
AutoresJodi B. Katzman, Susan Fry Bovet,
Tópico(s)Digital Games and Media
ResumoSatellite media and conferences are booming as producers, public relations firms and clients stage interactive video events While VNR was the buzzword of the '80s, interactive is the video term of the '90s. Satellite media (SMTs) have taken off in recent years, more than doubling in usage since 1991, according to CEO Laurence Moskowitz of Medialink, the world's largest video distribution company. SMTs are increasingly used for book publicity author tours and public policy issues, such as health and fitness, he said. Recent SMTs touted the world's largest technology show in Germany (see page 12). Pizza Hut marked the opening of its 10,000th restaurant in the world with an SMT featuring soccer star Pele live from Brazil (page 16). TOP TEN VIDEO NEWS RELEASES FOR FIRST QUARTER 1995 Hits Audience (in millions) 1. Doritos/Super Bowl Commercials Frito-Lay, Inc./Robert Chang Productions 258 77 2. Shaq vs. Shaq/Reebok International Ltd. 250 66 3. Wrestlemania XI News Conference World Wrestling Federation/Titan Sports 483 56 4. Bean Bag Chair Recall/ Public Interest Video Commercial Consumer Product Safely Commission 102 44 5. Hard Rock Hotel & Casino/ Hard Rock Cab 151 34 6. Wrestlemania Times Square Event WWF/Titan Sports 258 31 7. Wolf Capture U.S. Fish & Wildlife Service 160 30 8. 60th Anniversary of Monopoly Agnew, Cotter, McCarthy, Inc. for Parker Brothers 140 26 9. Taco Bell/Robert Chang Productions 140 24 10. Rold Gold Super Bowl Commercial Pepsico/ Robert Chang Productions 26 24 Source: Medialink, April 1995. The recent, explosive growth of SMTs now matches the healthy growth of VNRs at about 25% a year, Moskowitz told PRJ. He was one of two dozen executives interviewed for this article. Sources included video producers, corporate communicators and executives at public relations firms. Video conferencing is growing but not at the rate of video public relations, Moskowitz added. Like the popular town halls on TV, video conferences often involve feedback to the presenters via telephone. Such events serve marketing, public service and informational purposes and can be used for both external and internal audiences. Interactive formats, including CD-ROM and on-line videos, are the wave of the future, a number of sources predicted. Producers in particular expect state-of-the-art digital editing to speed the coming of multimedia products. High-tech editing consoles now available allow producers to combine text, video, graphics and slides into whizbang business presentations. Some of this technical sleight of hand is naturally finding its way into entertainment vehicles, too. The Information Superhighway also beckons video enthusiasts, although the video transmission speed currently on line tends to match a snail's pace. Notwithstanding technical difficulties, producers and their customers see cyberspace as the medium of the future. Hundreds of companies have already established home pages on the World Wide Web or the Internet, that complex of networks reachable directly via special software or through commercial on-line services (see separate story, page 32). There's even a how-to program about surfing the Internet on public television. Tracking boosts VNR usage More reliable tracking of VNRs and B-roll usage has made these vehicles even more popular. …
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