Doug Simon [3], the President and CEO of D S Simon Productions [4], a major producer of video news releases [5] (VNRs), optimistically predicts that in 2006 "TV stations will more willingly disclose sources of outside video [6] they use on air during news and other programs." Last year Simon said that "fewer than 10 percent" of his company's VNRs used by broadcasters had "some sort of identification" to viewers of their sponsors. Simon opposes mandatory disclosure of VNRs, preferring to leave the decision in the hands of broadcasters. He also predicts that in 2006 "the PR Industry will work together to improve the public’s view of our profession with minimal initial effect ... The key word above is 'initial.'"