Steve Safran provides a bevy of quotes from Martin Nisenholtz , who was the keynote at Streaming Media East. When it comes to video, the NYTimes is providing strong leadership for newspapers to follow.
Here’s some highlights:
â€œWe have a long way to go, but as far as weâ€™re concerned now is the time to make the investment and experiment to see where we can go.â€?
â€œOnce reluctant print reporters are now carrying cameras into the field.â€?
â€œWhat 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.â€?
â€œWith more reporters shooting, our expertise improves at a faster pace.”
â€œThe approach we take is eclectic. It ranges from criticism to reporting from the field.â€?
â€œTo 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.â€?
Which ad formats are going to hold? â€œSo far we only know what hasnâ€™t worked. Pre-rolls are fast becoming a universally accepted bad behavior-response.â€?
â€œThink ahead: just when we were starting to think about the â€œsit forwardâ€? experience of web video, along comes Apple TV.â€?
I think that last comment is particularly important. I talk a lot about content that engages users on a personal level. That’s very important for personal digital devices such as laptops and iPods. It’s a different experience with a TV set, which is often a shared information and entertainment experience. Even if you’re alone in a room with your TV, it’s more of a “sit down and relax” experience. That means, I think, quality standards on both a technical level and a content level need to be much higher.
Newspapers have a narrow window of opportunity to learn how to do IP-delivered video in a way that creates a growth opportunity. The Times is taking the right path. Eventually, the barrier to entry will be much higher. Those newspapers that are starting simple now and growing internal video literacy, and growing it broadly, will be at an advantage in years to come.