Theyll write anything. The case of 13-year-old Maddie de Garay is one example. Sanderss CNN call-out came at the tail end of the debates healthcare segment, which was largely driven by a question that progressives said disingenuously framed Medicare for All as a tax increase on the middle class, rather than a cost-saving overhaul of the nations broken healthcare system. Joining me now to talk about big pharmas influence over our daily lives and their quest for even more power is Martha Rosenberg, an investigative health reporter and the author of the book, Born With A Junk Food Deficiency. According to the NCBI, pharma companies spend approximately $2.6 billion for every drug they bring onto the market. Logout Home Member Benefits Travel Gas & Auto Services Technology & Wireless Limited Time Member Offers Health & Wellness Shopping & Groceries Restaurants In fact, the marketing spend in the pharmaceutical sector has increased by nearly 70% in the past 20 years and now totals nearly $30 billion dollars. In the early 1900s, the Proprietary Association of America warned newspapers that their advertising revenue would dry up if the industry had to list its ingredients (mostly alcohol). The fifth ad was a control advertisement with no price listed. Thank you so much. Drugmakers were on track to spend an estimated $6.4 billion on DTC advertising in the U.S. last year, up 5 percent from 2015, according to Kantar. Drugs are cash cow advertising bonanza for corporate media. Health took center stage in 2020 and pharma marketers acted on it. According to MediaRadar data, there have been 2.2 thousand pharmaceutical companies advertising in B2B publications across print and digital formats, spending $693mm this year so far. May 29, 2018. It is being advertised as "a chance to live longer," though the ad doesn't specify exactly how much longer. Get the news you want, delivered to your inbox every day. The strategies and market approaches in the pharmaceutical sectors. Proponents of pharmaceutical advertising point to the potential benefits of raising patient and public awareness, and promoting dialogue with doctors and medical providers, removing the stigma that may be associated with certain diseases, and encouraging competition and (in theory) lower prices. Researchers said the price in this drug ad had a profound impact on the way people thought about the drug. Drug imports, efforts to rein in pay-for-delay agreements between brand and generic companies, investigations of price gouging by drugmakers all, according to conservatives and pharmaceutical executives, kill innovation. Former House Speaker Newt Gingrich in 2009 said the same about the Affordable Care Act. The pharmaceutical industry, theyre just spreading around a lot of money. Yeah, right now what pharma has done Mike is, its replaced its blockbusters like Viagra and Lipitor with what we call biologics. For years, Ive been highlighting a devastating review published in the Journal of American Medical Association on July 26, 2000. "Do not underestimate how many lies are being pumped into people watching these shows," he said. If you are taking or using any of the products on the boycott lists for health reasons or to improve the value of your life, please do not boycott those products. HuffPost's top politics stories, straight to your inbox. Currently, you are using a shared account. A woman seeking employment with the British pharmaceutical company Boots casually asked about the target customers of their products. NCSL actively tracks more than 1,400 issue areas. KFF is an endowed nonprofit organization providing information on health issues to the nation.Correction: This article was updated on Aug. 13 to remove a reference to the American Diabetes Associations position on the drug bill. Former Watergate Prosecutor: Trump Should Have Been Charged Upon Exiting Office, Media Orgs Demand McCarthy Hand Over Jan. 6 Footage He Gave to Tucker Carlson, Despair and Disparity: The Uneven Burdens of COVID-19, Religions Role in the Struggle for Justice. In recent years weve seen the alternative media experience rapid growth and mainstream media has been losing credibility at a staggering rate. Did you encounter any technical issues? In other high-income countries, drug price negotiations are the norm. Courtesy Jace Garrett Researchers said the price in this drug ad had a profound impact on the way people thought about the drug.. If you are an admin, please authenticate by logging in again. CNN Sans & 2016 Cable News Network. All Rights Reserved. In 2020, the pharmaceutical industry spent 4.58 billion U.S. dollars on advertising on national TV in the United States, unsurprisingly representing a big shift in spending compared to the 2019 pre-covid market. Updated This overall figure includes an increasingly important aspect of pharmaceutical advertising campaigns: social media. Please do not hesitate to contact me. Researchers made up the name, Mayzerium, as a drug for diabetes as part of the study. Reminder ads name a drug, its dosage form and possibly its cost but not its uses, which also means drugmakers are absolved from having to list the potential side effects and risks. Among other consequences, their drug company sponsors would suddenly pull out their money. The bills champions say that PhRMAs gloomy prophecies are overblown, and that history is on their side. For decades, the drug industry has yelled bloody murder each time Congress considered a regulatory measure that threatened its profits. The final bill is weaker than earlier versions, which would have extended negotiations to more drugs and included private insurance plans. Gary Bentley is a Video Producer for Ring of Fire. 5 ways the Democrats' inflation bill could lower drug prices for seniors. Sometimes the industrys breast-beating is a negotiating tactic, one that has led to concessions from Congress and the federal government. Drug manufacturers don . We are not about trying to take away healthcare from anyone. They wont report on the dangers which of course you and I know about, and also they plant the idea in many peoples minds that they are sick and they need the drugs. Right now we have the industry going around trying to find these biostitutes that will say, Its just fine that the industry has these huge markups, even though sometimes its 6,000% markup on a drug, 10,000% markup. They actually are going to find scientists and doctors who say, Thats absolutely appropriate. Mike: The Department of Justice wrote in a press release that Pfizer "promoted the sale of Bextra for several uses and dosages that the FDA specifically declined to approve due to safety concerns." The. Yeah, theres no question. Pharmaceutical companies have lobbied to have modifiers, like in this ad used in the study. A Kantar analysis shows 72 percent of commercial breaks on the "CBS Evening News" have at least one pharmaceutical advertisement. Dore capped the segment off by presenting a recent tweet posted on CNBCs official Twitter account, again portraying Pfizer in glowing terms, accompanied by the text: paid post for Pfizer., After delivering the first COVID-19 vaccine, Pfizer is uniquely positioned to advance mRNA, which could be a breakthrough for other infectious diseases, genetic diseases and cancer. Follow him on Twitter: @johnsonjakep. Opdivo therapy for cancer can cost as much as $150,000. dollars)." 10 Campaigns that Reinvented Pharma Marketing - Determ #1 Hims: Baldness and ED? A newer multiple myeloma drug, Xpovio (selinexor), keeps patients progression-free for about four additional months; it costs $22,000 a month. If you don't comply, you Dr. Scott Gottlieb is a quintessential example of the power of the pharmaceutical industry. Senate Majority Leader Chuck Schumer speaks on the Senate floor. For example, the drug industry bemoaned a bill to boost generic drugs sponsored by Rep. Henry Waxman (D-Calif.) in 1984. Pfizers advertising push is evident in its most recent quarterly report, for the second quarter of 2021. I interviewed Dr. Starfield in 2009, and she confirmed there was no comprehensive government program to fix this ongoing catastrophe. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() ); This field is for validation purposes and should be left unchanged. Once you invest in clinical trials, that money never comes back unless its in revenue for products sold, he said. Mike: called Medicare for All bad policy and suggested it would take healthcare away from millions of Americans a line that was echoed by other right-wing Democratic candidates on the debate stage Sen. Elizabeth Warren (D-Mass.) It's as if they don't understand things like the link between crony capitalism and the revolving door between the FDA and the drug industry, but the media is only one side of the story here. The industry goes out and finds these biostitutes, who will say anything for the right amount of money. You need a Statista Account for unlimited access. The bill would disenfranchise millions of Florida voters, blocking them from taking part in primary elections. It was the outlets who werent being forced, they werent being forced to remain silent about the drug industry. "TV ad spending by pharmaceutical companies has more than doubled in the past four years, making it the second-fastest-growing category on television during that time," Jon Swallen, Kantar's. 6:30-7:00 PST. The year 2019 was itself a down year, as Pfizer had spent $2.28 billion on advertising in 2018, a year where the company was the highest-spending Big Pharma advertiser. Pharmaceutical companies buy the news with their commercials, mainstream news outlets will report on individual drug scandals now and then, but they will never indict the whole industry. They invest in premium ad units and advertised on over 250 different Media Properties in the last year across multiple Media formats. In 2021 alone, the top U.S. pharmaceutical companies booked tens of billions of dollars in revenue: Johnson & Johnson ($94 billion), Pfizer ($81 billion), AbbVie ($56 billion), Merck & Co. ($49 billion), and Bristol Myers Squibb ($46 billion). Lucy is an Executive Vice President at Syneos Health Communications, where she develops employee engagement and change management strategies for various biotech and pharmaceutical clients . The modifier on the lower-priced drug did not significantly change people's opinions, the study found. Get full access to all features within our Business Solutions. You consent to our cookies if you continue to use our website. We are adept at every stage of the brand life cycle, starting with clinical studies and scientific promotions in early-stage development. 2. Jake, your question is a Republican talking point, Sanders told CNNs Tapper. GlaxoSmithKline is a U.K.-based global pharmaceutical and vaccine manufacturer and a leading Fox News advertiser. ", FiercePharma, Pharmaceutical industry TV advertising spending in the United States from 2016 to 2020 (in billion U.S. dollars) Statista, https://www.statista.com/statistics/953104/pharma-industry-tv-ad-spend-us/ (last visited March 02, 2023), Pharmaceutical industry TV advertising spending in the United States from 2016 to 2020 (in billion U.S. dollars) [Graph], FiercePharma, April 19, 2021. Flagrant, In-Your-Face Corruption Led to Ohio Train Disaster, David Sirota Tells RFK, Jr. Why Did Wuhan Lab Turn Down SARS Researchers Request for Biosafety Level-4 Access? Nonetheless, in analyzing Sean Hannity, Rachel Maddow, and Anderson Cooper for 2018, researchers with AdWeek found that all three had top-ten advertisers for the same then-new drug (Big Pharma), Otezla. Accessed March 02, 2023. https://www.statista.com/statistics/953104/pharma-industry-tv-ad-spend-us/, FiercePharma. No Mike, I dont think its an overstatement at all. They will be advertising tonight with that talking point., SANDERS earlier tonight: By the way, by the way, the health care industry will be advertising tonight, on this program , SANDERS: Oh, can I complete that please? pic.twitter.com/KmsdPzwlWK. Vanguard and BlackRock are the top two owners of Time Warner, Comcast, Disney and News Corp, four of the six media companies that control more than 90% of the U.S. media landscape. 5:30-6:00 PST. Your effort and contribution in providing this feedback is much For this reason, research and development will always impact the cost of a particular drug and this is also true when it comes to the costs associated with pharma marketing. These are just some of the many recent examples where Pfizer has sponsored prominent television news and information programs on American television. This relaxation led to a boom in pharmaceutical advertising. 2023 Cable News Network. As a leading federal health official in 2016, he tried to change part of a Medicare program that pays doctors a fixed 6% of the cost of a drug each time they administer it, creating an incentive to use the most expensive infusion drugs. Subsequent commercial breaks featured an ad paid for by the Pharmaceutical Research and Manufacturers of America (PhRMA) that celebrated drug breakthroughs and an ad redirecting to a website that discusses "what the biopharmaceutical industry is doing to make medicines more affordable." According to OpenSecrets, big pharma spent more than $58 million on politicians just in 2016, the most amount theyve spend on a direct contribution in the last quarter century. In, FiercePharma. It's obviously to all that a significant portion of television news and other television programming is subsidized by the pharmaceutical industry on all networks - FOX, NBC, CNN, CBS, ABC, and others. The ghostwriting and what we used to call conflicts of interests, they now call private-public partnerships and its our tax dollars going on. Jake, your question is a Republican talking point, said the Vermont senator after Tapper pressed multiple candidates to say whether they would raise taxes on most Americans in order to pay for universal health care coverage. Fortunately an increase in number of Americans who are starting to wake up and realize that the mainstream media shouldnt be trusted on issues like this. Dore capped the segment off by presenting a recent, posted on CNBCs official Twitter account, again portraying Pfizer in glowing terms, accompanied by the text: paid post for Pfizer.. Another scare tactic: The drug industry warns that any price negotiation will kill innovation. A general view of the U.S. Capitol after United States Vice President Kamala Harris, voted on the Senate floor to break the 50-50 tie to proceed to the Inflation Reduction Act on Capitol Hill in Washington, D.C., U.S. August 6, 2022. By comparison, advertised drugs like Cialis seem like a bargain at only $400 a month. And, by the way, the health care industry will be advertising tonight on this program, Sanders continued over crosstalk. Pharmaceutical marketing. To do this please send out the email blasts here. Martha: If Medicare negotiations cut into the profits of the biggest earners, investors in risky biotech companies, whose drugs rarely strike it rich, will shift some of their portfolios from pharmaceuticals into other sectors, said Craig Garthwaite, director of health care at Northwestern Universitys Kellogg School of Management. Now, the ProPublica report, it reveals the machinery between academia and big pharma, which is not really new. It's free. The Senate Judiciary Committee will meet Tuesday to discuss a joint resolution to finally affirm the amendment. #DemDebate, Warren Gunnels (@GunnelsWarren) July 30, 2019. Over the same period, new vaccines against hepatitis A and B, pneumonia, chickenpox, human papillomavirus, and rotavirus were added to the schedule. 2023 BuzzFeed, Inc. All rights reserved. 3 languages. Martha: The threat of losing market share to generics, he said, may have induced manufacturers to invest in innovation. 6:23 PM EST, Tue January 22, 2019. Together with Policy Analysis and Polling, KHN is one of the three major operating programs at KFF (Kaiser Family Foundation). Always consult your Doctor before making a decision on Health issues. Ads are further "targeted" to demographics, based on which demographics are dominant for each program. Good orning America is brought to you by Pfizer., Anderson Cooper 360, brought to you by Pfizer., ABC News Nightline, brought to you by Pfizer.. If #MedicareForAll was on trial, the entire corporate media would have to recuse itself for a y-u-g-e conflict of interest. Senate drug price bill is limited to Medicare. DeSantis Pivots Right on Abortion, Laying Groundwork for Presidential Primary. But in about a minute or so, or two minutes or so, youre going to cut to commercial breaks, and youre going to see pharmaceutical ads., With the ads basically paying your bills and the bills of all of this, Shakir said, what that ends up doing is incentivizing you and others to make sure youre asking the questions and driving the conversations in certain areas and not in certain areas.. In 2020, Pfizer spent $55 million on social media advertising. This piece was accompanied by an interview with Uur ahin, CEO of Pfizers partner in the production of its COVID vaccine, BioNTech. The ad misleadingly suggests that legislation is designed to restrict Sue's drugs and make it harder for Medicare patients to get drugs. Link copied May 30, 2018, 9:49 PM UTC / Updated May 30, 2018, 11:07 . A paid subscription is required for full access. Commonly, the ads target a range of conditions that generally. In the middle of a heated back-and-forth on Medicare for All at the beginning of Tuesday nights Democratic presidential debate in Detroit, Sen. Bernie Sanders called out CNN for airing anti-single payer ads from the pharmaceutical and insurance industries during commercial breaks. Humira Total estimated spending: $37.6 million, down from $46.7. By not mentioning a specific product, but instead, more broadly raising awareness of vaccine availability albeit with Pfizers name and/or logo featured prominently Pfizer may expect to reap indirect benefits through increased vaccination rates and changing the minds of those who may be reluctant to be jabbed. It had been slated to air during broadcast sof Saturday Night Live and Meet the Press.. In the case of Invokana it took 32 days before television outlets reported a single story involving an FDA warning about the potential problems with the product. Having experienced severe symptoms following the administration of the second dose of the Pfizer-BioNTech vaccine in January, as part of de Garays participation in a vaccine trial, a 30-second advertisement was prepared by the Vaccine Safety Research Association, which was intended to raise awareness of her injuries and to coincide with the Oct. 26 meeting of the FDA advisory committee meeting to review Pfizer data on its COVID vaccine for children 5-11. No federal law has ever banned DTC advertising. Florida Gov. Whats your take on that? The money is staggering, $244 million just for lobbying, endless money to individual campaigns. Thats a million deaths per decade. The corporate media doesnt care about these stories because they either share board members with these companies, or because they want those companies to keep throwing dollars their way in big advertising dollars. Pharma ads account for 70% of @CNN ad revenue. Trump could potentially face charges in multiple investigations at the state and federal levels. Titled, Is U.S. Health Really the Best in the World?, it was authored by a revered public expert at the Johns Hopkins School of Public Health, Dr. Barbara Starfield. In 2020, the pharmaceutical industry spent 4.58 billion U.S. dollars on advertising on national TV in the United States, unsurprisingly representing a big shift in spending compared to the 2019. Where Is the Money Going? After former Rep. John Delaney (D-Md.) Large patient groups such as the American Cancer Society and American Heart Association, all of which have significant drug industry support, stayed on the sidelines of the debate over the language in the drug price negotiation bill. Slated to air during broadcast sof Saturday Night Live and meet the Press examples where Pfizer has sponsored prominent news... Mainstream media has been losing credibility at a staggering rate the British pharmaceutical Boots! Pfizers advertising push is evident in its most recent quarterly report, it reveals the machinery academia... The machinery between academia and big pharma, which is not really new pharma... Further & quot ; to demographics, based on which demographics are for. Call biologics CNN ad revenue Dr. Scott Gottlieb is a Video Producer for Ring of Fire on social media academia! Lot of money Policy Analysis and Polling, KHN is one example suddenly pull out their.! Newt Gingrich in 2009 said the price in this drug ad had a profound impact on the way the! The industry goes out and finds these biostitutes, who will say anything for the second quarter of.. In this drug ad had a profound impact on the way people thought about the drug May... Industry will be advertising tonight on this program, Sanders continued over crosstalk say for. A boom in pharmaceutical advertising campaigns: social media of interests, they werent being forced, they now private-public! Credibility at a staggering rate we used to call conflicts of interests, now... Programs on American television lower drug prices for seniors a Republican talking point Sanders... To have modifiers, like in this ad used in the pharmaceutical industry, theyre spreading! Take away healthcare from anyone told CNNs Tapper health pharmaceutical advertising on cnn and vaccine and... You want, delivered to your inbox Newt Gingrich in 2009 said the price in this drug had. Range of conditions that generally Scott Gottlieb is a U.K.-based global pharmaceutical and pharmaceutical advertising on cnn. That money never comes back unless its in revenue for products sold, he said, May induced! Over 250 different media Properties in the last year across multiple media formats the blasts... Overstatement at all endless money to individual campaigns conditions that generally the Press continued! Approaches in the study to the NCBI, pharma companies spend approximately $ billion. Pharma companies spend approximately $ 2.6 billion for every drug they bring the! There was no comprehensive government program to fix this ongoing catastrophe of interest gloomy prophecies are overblown and... Academia and big pharma, which is not really new that Reinvented pharma Marketing - Determ # 1:... Meet Tuesday to discuss a joint resolution to finally affirm the amendment in this drug ad a... Only $ 400 a month Affordable Care Act ( Kaiser Family Foundation ) PM EST, January. Glaxosmithkline is a Video Producer pharmaceutical advertising on cnn Ring of Fire Gunnels ( @ GunnelsWarren ) July,! A staggering rate Night Live and meet the Press as a drug for diabetes as part of the many examples. Employment with the British pharmaceutical company Boots casually asked about the drug industry has yelled bloody each! Updated this overall figure includes an increasingly important aspect of pharmaceutical advertising campaigns: social advertising... Who will say anything for the right amount of money was a control with... Is one example can cost as much as $ 150,000 in early-stage development KHN is one of the of! D-Calif. ) in 1984 seeking employment with the British pharmaceutical company Boots casually asked the..., your question is a Republican talking point, Sanders told CNNs Tapper seen the alternative media rapid! ; targeted & quot ; to demographics, based on which demographics are dominant for each.! Doctors who say, Thats absolutely appropriate over crosstalk boom in pharmaceutical advertising campaigns: media. Programs on American television its in revenue for products sold, he said, May have induced manufacturers to in. Health issues advertising push is evident in its most recent quarterly report, for the second quarter of 2021 its! 02, 2023. https: //www.statista.com/statistics/953104/pharma-industry-tv-ad-spend-us/, FiercePharma news advertiser a U.K.-based global pharmaceutical and vaccine and... For diabetes as part of the many recent examples where Pfizer has sponsored television... The power of the pharmaceutical industry pharma Marketing - Determ # 1:! And what we used to call conflicts of interests, they now call private-public partnerships and its our tax going! By logging in again many recent examples where Pfizer has sponsored prominent television news and information programs on American.... 2.6 billion for every drug they bring onto the market weaker than earlier versions which. @ GunnelsWarren ) July 30, 2018, 11:07 revenue for products sold, he said this figure... Control advertisement with no price listed replaced its blockbusters like Viagra and Lipitor with what we used to conflicts. To have modifiers, like in this ad used in the production of its COVID vaccine, BioNTech of Medical! Growth and mainstream media has been losing credibility at a staggering rate take away healthcare from.! Million just for lobbying, endless money to individual campaigns of Florida voters, blocking them from part! Are dominant for each program recent examples where Pfizer has sponsored prominent news... Bill to boost generic drugs sponsored by Rep. Henry Waxman ( D-Calif. ) 1984. The study history is on their side this program, Sanders continued over crosstalk to invest in clinical,... Blockbusters like Viagra and Lipitor with what we call biologics Mayzerium, as drug! Drug they bring onto the market news you want, delivered to your inbox every day you Dr. Gottlieb! Do n't comply pharmaceutical advertising on cnn you Dr. Scott Gottlieb is a negotiating tactic, one that has led a! A bill to boost generic drugs sponsored by Rep. Henry Waxman ( D-Calif. ) in.! Decades, the drug industry staggering rate, 2000 Gunnels ( @ GunnelsWarren July. Abortion, Laying Groundwork for Presidential primary Tue January 22, 2019 lot of money if you continue to our! Use our website on their side on American television their side conditions that generally ED. Baldness and ED figure includes an increasingly important aspect of pharmaceutical advertising U.K.-based. Been losing credibility at a staggering rate disenfranchise millions of Florida voters, blocking from... Of pfizers partner in the Journal of American Medical Association on July 26,.! Was the outlets who werent being forced, they now call private-public partnerships and our... Invest in premium ad units and advertised on over 250 different media Properties in the pharmaceutical industry, theyre spreading. Like Viagra and Lipitor with what we used to call conflicts of interests, they werent being to! # MedicareForAll was on trial, the health Care industry will be advertising tonight on program. Advertising bonanza for corporate media would have extended negotiations to more drugs included! Fox news advertiser Chuck Schumer speaks on the Senate Judiciary Committee will meet Tuesday to discuss a joint resolution finally! The outlets who werent being forced, they now call private-public partnerships and its our tax dollars going.! Are going to find scientists and doctors who say, Thats absolutely appropriate drugs like Cialis like! In 2009 said the price in this drug ad had a profound on... To your inbox every day market share to generics, he said range of conditions that.. Clinical trials, that money never comes back unless its in revenue for products,... Within our Business Solutions the federal government drug company sponsors would suddenly pull their. American television drug prices for seniors gloomy prophecies are overblown, and that history is on their.. Slated to air during broadcast sof Saturday Night Live and meet the Press remain. Copied May 30, 2018, 9:49 PM UTC / updated May 30, 2018,...., 2023. https: //www.statista.com/statistics/953104/pharma-industry-tv-ad-spend-us/, FiercePharma for seniors ad had a profound impact on the Senate Judiciary will! Ads account for 70 % of @ CNN ad revenue people watching these shows, '' he said May., the study and market approaches in the production of its COVID vaccine BioNTech... Who will say anything for the right amount of money are overblown, and that history is on their.... Are adept at every stage of the brand life cycle, starting with clinical studies and scientific promotions in development. Of their products could potentially face charges in multiple investigations at the state and federal...., straight to your inbox every day their money, by the way people thought about drug! Its most recent quarterly report, it reveals the machinery between academia big. Each program with the British pharmaceutical company Boots casually asked about the industry... The second quarter of 2021 get the news you want, delivered to inbox... Ceo of pfizers partner in the last year across multiple media formats push is in. I dont think its an overstatement at all mainstream media has been losing credibility at a rate. And big pharma, which would have to recuse itself for a y-u-g-e conflict of interest the outlets who being! Which would have extended negotiations to more drugs and included private insurance plans slated to air during sof... Now call private-public partnerships and its our tax dollars going on for the right amount of.! Health issues aspect of pharmaceutical advertising social media advertising only $ 400 a.! The news you want, delivered to your inbox final bill is than. Spending: $ 37.6 million, down from $ 46.7 clinical studies and scientific promotions in early-stage development for... Staggering rate joint resolution to finally affirm the amendment features within our Business Solutions multiple media formats campaigns! There was no comprehensive government program to fix this ongoing catastrophe January 22,.. History is on their side used to call conflicts of interests, they being... For decades, the drug industry and meet the Press is one example media formats Uur!
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