Good video can make all the difference
Monday, March 8, 2010 at 7:47PM Brian May's quote may have been directed at the music market, but the big haired physicist could just as easily have been aimed at digital news providers.
It emerged today that the New York Times is considering launching a daily lunchtime news video. There's speculation over what form that video will take - a bulletin, reporters talking about the process of creating their stories, a chat show... according to the reports online, the format for the programme - which could be as little as a month away - is still up in the air.
Now, that's timely.
A couple of weeks ago I was down at the Digital Editors Network meeting in Preston, where there was much talk and debate about the value of video online. Lots of papers threw themselves at the video market back in the day, producing their own bulletin-style news shows. But their numbers have dwindled, and anecdotally the reason seems to be down to low audience numbers.
Obviously the NYT has far a bigger resource pool than most nationals in the UK, let alone the regional publishers, but doubt still remains in my mind as to the value of doing news bulletin shows online.
For a start - what are they comprised of? The same headlines as the paper and the website? Then what do viewers get from watching the video they don't get from reading the product. Different stories? Then why aren't those stories in the paper or the website in the first place.
Plus, people still watch the news on TV. A web-based video has to offer something that the local TV can't - and from a purely resources issue, for all its woes right now, local TV news stations are still going to win that battle. Especially in this day and age, where they all have their own website, complete with embedded video packages from that day's news or sports shows. Nobody in Scotland could compete in terms of video with STV or the BBC.
That's not defeatism, it's realism - trying to take on broadcast rivals with limited video resources is the equivalent of trying to stop a rampaging safari park rhino with a chicken wire fence. You might get away with it for a while, but eventually it'll just trample right over you.
Bulletins do have their value, in niche areas. the Birmingham Post's daily Business Bulletin, for instance, is a nice idea executed well, and covering a niche market effectively, while MirrorFootball's long-running Football Spy series has become cult viewing online.
As for the idea of a show featuring reporters talking about their stories and how they got them? I've talked before about the dangers of meta-journalism and getting too hung up assuming Joe Public cares as much about the process as we in the industry do.
Video online has to offer added content to be worthwhile. Replicating what users can get elsewhere's just pointless. But equally, as I've said before, doing video for the sake of video's just as pointless an exercise.
The Herald website's coverage of the Red Road tragedy, for example, is illustrated by some video of the flats. But it's just a few seconds of wobbly raw footage, lacking context or narrative. Yes, it's nice to see what the flats look like, but in this case I wonder if it offers anything a still wouldn't. As always, there's a difference between illustrative video, and video that's there for the sake of having video.
The worst example I've seen recently is the Guardian's weekly video series, GNews140. Yes, as the name suggests, Kings Place has taken its obssession with Twitter in front of the camera, with a video bulletin featuring someone reading out other people's Tweets about the week's news.
Basically a shorter, Twitter-based version of The Digg Reel - but lacking Andrew Bancroft's wit - never has a website's video output looked so much like a vanity project. For while the Digg Reel at least features videos favoured on Digg, this is just a trawl through some celeb Tweets. It's like a charmless two minute long video retweet.
However, it does show the direction web video for newspapers may be going. The Telegraph has its Gadget Inspectors series. The Guardian GNews140. The Record has the Green Room. Niche content, easily produced, bulletin-styled yet still aiming at web-friendly subjects and audiences. Interestingly, the idea of Flip or mobile footage of events to illustrate stories seems to be moving more towards the hyperlocal sector than the national or regional press.
These are odd days for online video, which seems to be moving into a weird kind of flux. In many ways a growth area, it remains a novelty and, in many cases, a vanity project. There's an illustrative value to video, but it's also a time and labour-intensive one, which makes the NYT's move very interesting and regular use of video off-putting to smaller, less resourced companies.
Yet in many ways it feels as though many companies feel, because they publish cross media, they should be trying to compete with TV rather than using video to add value to their existing - and in many cases outstanding - content.
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