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Digital Media Asia: "Video is no longer an option. It's a must."

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Digital Media Asia: "Video is no longer an option. It's a must."

Associated Press shared key findings from a new study carried out on three important Asian markets – Indonesia, Japan and China – at Digital Media Asia 2013 Thursday morning.

The study aimed to find out consumers’ attitudes towards video news.

Presenting the findings for the first time, vice president of sales (Asia) for Associated Press Maria Ronson (above) said Asian consumers seem hungrier for news and more online savvy than their Western counterparts – fueling the potential for opportunities and growth in the sector in Asia.

While TV remains popular as a platform for news, usage of other devices when it comes to video is fast rising. In fact, 60 per cent of all online traffic involves video.

“It’s a no brainer. Video is no longer an option. It’s a must,” said Ronson.

The study also gave useful insights into consumer patterns.

Ronson said Chinese consumers preferred to go online for most types of news content but the Japanese would much rather switch on their television sets. The Indonesians and Chinese tended to use social media more when it comes to news discovery – far more than the Europeans and the Japanese.

But overall, when it comes to LIVE breaking news, the small screen still rules – for now.

Director of video transformation at Associated Press Sue Brooks explained that having LIVE video elements online creates stickiness. For example, the UK’s Daily Telegraph  experienced  an average viewing time of 18 minutes during its LIVE coverage of the Royal Baby, even though most of the time the footage wasn’t exactly riveting material.

Going LIVE also increases engagement with consumers. She referred to the Huffington Post which in July said that it had over 200 million comments from viewers since it launched Huff Po Live.

She also had some advice for the “digital new kids on the block.”

1)      Be agile

2)      Don’t be afraid to experiment

3)      Embrace failure

4)      Play to your strengths – content, community and context


Satish Cheney


2013-11-14 06:02

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