"Putting VNRs, b-roll, and SMTs on the Web is quickly becoming a corporate necessity," claims PR Week, referring to sponsored "news" packages, interviews and other video. A MultiVu executive "notes that pharma companies in particular are using broadcast content on the Web to reach out to a different audience. ... MultiVu recently produced a VNR package about osteoporosis for spinal-product company Kyphon and later incorporated the footage into a multimedia news release ... to target physicians." PR Week also suggests distributing corporate video via podcasts, RSS feeds and iTunes. In related news, "VNR Queen" Robin Raskin is featured on the new Yahoo! Tech website. In their release announcing the site, Yahoo! calls Raskin "The Boomer," and says she will provide "regular coverage focused on a maturing audience." Red Herring writes that Yahoo! Tech is "designed to help consumers and provide a preferred advertising platform for product marketers."
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