A Video News Release, (VNR for short) is a video segment created not by the commercial news network that's airing it, but rather by a public relations agency who carefully designed it to look and sound like a regular news story.
Last year, the watchdog group "Center for Media and Democracy" compiled information on over 70 television stations that it said had broadcast VNRs in the prior 10 months. The CMD said that in each case the television station actively disguised the VNR content to make it appear to be its own reporting, and that more than one-third of the time, stations aired the pre-packaged VNR in its entirety.
How much do YOU trust the media?
Here is an example of a VNR, courtesy of "Janmars" on YouTube: