Believe It: Niche Video News Producers like Beet.TV Can Succeed, msnbc.com Chief

By on 10/22/2009 6:49 AM @beet_tv

As an online video news source, msnbc.com has the enormous advantage of the resources of NBC, but opportunities exist for video news producers who focus on a niche areas and use low cost digital news gathering.

These are the comments of Charlie Tillinghast, president and publisher of msnbc.com.

We spoke on Sixth Avenue on Tuesday afternoon, just before we started our Beet.TV Online Video Roundable, which was hosted by Charlie at the msnbc.com Digital Cafe at 30 Rock. 

This is the first part of two interview segments with him.

Wow What a Great Event, Thanks to Everyone!

A special thanks to Charlie and his team for hosting our event, YuMe for sponsoring, Livestream for doing a great job streaming, and to our moderators and all of our fantastic participants. We will be posting excerpt and one-on-one interviews over the next several weeks. 

You can watch the show anytime on our page on Livestream.  The show had 3,200 unique live viewers.  We are getting thousands more each day, and it has been tweeted nearly 400 times!

The show is also running on paidContent.

Andy Plesser, Executive Producer

Group.shot

Video Transcript

CharlesTillinghast: The strategy behind cross-media video is that we come up with show concepts that are intended to work both online and on-air at the point that they're conceived. So we don't take just what was figured out for on-air and try to make it work online, we work together with themes that work in both ways. So, for example, this last Monday we launched TODAY Moms, and TODAY Moms is a series that runs on the TODAY Show focused on mothers and parenting, and then we have a companion section on the todayshow.com site that includes a whole community feature so that moms can start to talk to each other and we even have blogger moms. So this is something that takes off on the idea of a show and then expands greatly online.

Andy Plesser: 
Tell us a little about the economics of video. You're in a unique position to be able to re-purpose a lot of great material. What about other people who are trying to create news content, video and news content? I don't know if you can sort of give an overview about your position and sort of the opportunities that exist.

Charles Tillinghast: 
Well we are in a very advantageous position because we have the entire video infrastructure of NBC with which to work and we're an important part of their stategy in terms of being able to monetize video in places other than just air. For someone that doesn't have a video content partner, obviously it's a much different situation. In that case, my reccomendation is that you focus on a specific niche area and use low cost digital methods to shoot that video.

So whereas we do have an advantage at NBC, they also are approaching it from a much bigger cost structure than somebody else necessarily would. We need to do that because of the quality that is necessary for on-air, but there are lower entry approaches for people who don't have a media partner using the latest technology.

Andy Plesser: 
That sounds like Beet.TV.

Charles Tillinghast:
  It does sound like Beet.TV.

Andy Plesser:  Alright Charlie, listen, thanks very much for hosting us today. Great to see you.

Charles Tillinghast:  Great to see you too, Andy, and we'll see you on the show. 

Recent Videos
image
Branded Content Needs Measurement Strategy from Start

CHICAGO — Brands should development a measurement plan when embarking on branded content, says  Tom Weeks, SVP and Group Brand Director at SMG’s LiquidThread  in an interview with Beet.TV. Knowing what to count from the start can set expectations for branded content campaigns, especially when ...

image
Weather Company Pairs Marketers With Moods

CHICAGO — Weather often affects consumers’ moods, and that means it can impact purchase behavior, says DJ Reali, SVP MultiPlatform Sales at the Weather Company, in an interview with Beet.TV. As such, the Weather Company often looks to pair consumer data with weather conditions to deliver ...

image
Enhance the Experience, SMG’s Hoffman Advises for Branded Content

CHICAGO —  Placement on a site and or media channel is vital to ensuring branded content actually reaches consumers and can be viewed, says Jonathan Hoffman, President at ZeroDot/President Experience Design at Starcom MediaVest Group, in an interview with Beet.TV. In addition, brands should think ...

image
No More Ratecards? Sky’s West On Addressable Ad Pricing

LONDON — If every TV ad campaign can be individually targeted, what good is fixed ad pricing anymore? UK satellite and telco provider BSkyB, which this year launched its AdSmart addressable ad initiative, envisages a spectrum of prices for different advertisers. “The conversation has moved on ...

image
For News Video, Go Long: HuffPost Live’s Sekoff

For serious news video, forget Vine’s microscopic content, says the co-creator of Huffington Post’s live streaming video network, HuffPost Live. “The average video being watched on mobile devices is getting longer,”HuffPost live president and co-creator Roy Sekoff tells Beet.TV in ...

image
Branded Content Works Best for Awareness, Agency Execs Concur

CHICAGO — Branded content still plays best as a brand awareness tool, rather than as a direct sales driver, says Vincent Geraghty, EVP and Executive Director of Production at Leo Burnett, in a panel discussion for Beet.TV. “Purchase and sales is a tough thing. When you’re talking about ...

image
Video Not Ready For Programmatic Primetime: GroupM’s Wanck

Digital video won’t follow display down the “programmatic” ad-trading route until publishers are ready and willing, says one of GroupM’s digital division chiefs. “For video to truly become programmatic, the reach will have to increase, there needs to be more ...

image
Facebook Targeting A Boon for Marketers, Havas’ Social Lead

CHICAGO — Facebook is a marketer’s dream for video, but brands need to be smart about how to use the targeting, fan base, and types of video on the social network, says Len Kendall, Director of Social Marketing at Havas Worldwide, in an interview with Beet.TV. “Because of segmentation and ...

image
TouchCast Useful To More Than Just Publishers: Schonfeld

TouchCast, the interactive video platform co-founded by former TechCrunch editor Erick Schonfeld, wants advertisers to start using its new video format as an engaging new ad format. The startup counts broadcasters and newspapers amongst early adopters on the editorial side. “Their people on the ...

image
Brands and Distributors Should Look for Shared Goals in Branded Content

CHICAGO — When embarking on branded content, a marketer should consider what part of its story fits best in that format, Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular, in an interview with Beet.TV. “What doesn’t lend itself as easily to a ...

image
Ziff Davis Enjoying ‘Renaissance’: CEO Shah

When Vivek Shah took over at the helm of PCMag.com publisher Ziff Davis, the company was still recovering after emerging from Chapter 11 bankruptcy protection, continuing to sell off properties. If he says so himself, Ziff Davis under Shah may has turned a corner. “Ziff is probably one of the more ...

image
Comcast Sees Big Growth in C3 VOD Viewing

While TV Everywhere tends to dominates the chatter about non-linear viewing, many cablers are actively marketing and delivering viewers for their existing VOD services. Comcast, for instance, logged its 30 billionth program viewed on demand in the last year and has seen 100% growth in time spent viewing in ...

loader