AP’s Derl McCrudden, head of international video news, and Paul Shanley, director of international development and partnerships, outlined best practices at the 2016 Global Editors Network Summit in Vienna on Thursday.
During their remarks, they shared the following guidance for digital news providers on what works best:
Even though online live video news is still in an age of experimentation, there are four types of live video news stories that seem to attract and sustain audience interest:Breaking news – In today’s 24/7 world, audiences have an expectation of quickly seeing video of breaking news stories, and live where they can. With that in mind, the audience won’t stay loyal to a brand if they aren’t getting what they want. Additional content that gives context, such as archive footage, is also driving engagement.Anticipation – Live coverage allows viewers to take a front row seat at an event. But it also allows them to experience the anticipation that something might happen. Viewers can be with the crowd in St Peter’s Square waiting for the white smoke to appear announcing a new pope, or in the press conference room waiting for news of a deal in peace talks.Immersion – Live television has always been about taking people to the scene; now viewers can see the Vivid festival in Sydney, or experience the bull run in Pamplona while the bulls are actually running through the streets. These aren’t traditional news stories that most stations would run live (unless these stories were happening locally).Interaction – Live on social means the audience can talk directly to those in control of the camera.
You can watch clips from the master class below:
The complete master class will later become available here.
At the GEN Summit, AP will also participate in conversations about how to increase video production and verification of user-generated content amid increased demand.
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