NY Times to Depend on Video Syndication

Even the New York Times realizes that its video success depends on syndicating its video to blogs and other web sites, not in just driving traffic to the nytimes.com site.

That’s the report from Lost Remote. Here are some of Steve Safran’s highlights from Martin Nisenholtz’s presentation:

“We started to create original video for the web – and grew a desk from a handful to 25 people completely integrated into the newsroom.”
Our teams abroad have video cameras. We’re starting to build the full infrastructure.

“Video costs have dropped dramatically. The video we now produce – the majority requires a specialist in the field. This notion that the print reporters would be able to produce videos still hasn’t taken shape yet, but the trend is taking shape.”

“What does it take to get a print reporter to do this? After about a half a day of training, the print reporters do get the basic skills they need.”
“To reach a broader audience, the Times must distribute its video outside of NYTimes.com. We believe we need to go outside the walls to make this work.”

“By this strategy we get to put our video in front of a much bigger audience than we would by (keeping it at) the NYTimes.com.”

“It’s possible that something like AppleTV is going to be the living room’s iPod. That’s going to fundamentally change the way programming takes place and, we’re very early in this, but we’re determined to take a role in this.”

Goal in the next 18 months: “We want to have four to five times more streams generated outside NYTimes.com than inside it.”

“We do believe that in video, brands matter. Content choices are expanding at a dizzying rate. Brands serve as a beacon out there. We think that is one of our differentiators out there. And we think quality matters, too. Good is still good and bad is still bad. I still put my money on the guys in the Times newsroom than on the amateurs. That’s not to say there won’t be good amateur content.”

“The advantages that the new folks on the block have is that they have nothing to protect. Even though the New York Times is 156 years old, we’re still new in video. Failure (in video) is not a step backward for us.”

“Avoid square pegs. Web video is not TV… The whole format is radically changing.”

“The blogosphere is very important for moving video around. These are the new rules of the medium. We’re starting to think of ourselves not only as creators but as programmers as well.”

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Author: Lee Aase

Husband of one, father of six, grandfather of 14. Chancellor Emeritus, SMUG. By day I'm the Director of the Mayo Clinic Social Media Network. Whatever I say here is my personal opinion, and doesn't reflect the positions of my employer.

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