Reuters Television

Steve Garvey, deputy sales manager at Reuters Television, says that his company has been distributing video news releases for about five years because 'broadcasters desperately want them'. The company also produces VNRs. Television companies are particularly keen on sports footage, paid for by sporting event sponsors, Garvey says. Without footage of the 1993-94 Whitbread Round the World Yacht Race produced by Reuters and paid for by a number of race team sponsors, including Heineken, television companies might have had no pictures of the event.