- Understand the power of the key video “snippet”
- News outlets ‘don’t have to reinvent the wheel’ online
- But be aware of opportunities to ‘subvert’ the model
- Realise the impact of mobile devices on viewing behaviour
- Keep video snappy and with ‘minimal baggage’
- Adding longevity to video by adopting live formats
- Audiences will forgive quality for content
- Consider sponsorship opportunities
Read point #2 carefully because it does not say that simply doing video online the same way TV does it on air is a good idea. Good video is good video, yes. The production values of professional broadcast news video are essential for anything you want people to consider as professional online news video. However, note carefully the comment that “treatments” are different in the two environments. The following points emphasize the differences even more.
Too many newspapers are doing too many TV-style video stories that they can hardly get any of their audiences to watch. Even TV stations don’t get as many hits on their video as they do on their photo slideshows. That says something — that TV-style video is not a first choice for online video users.
