Bloomberg seeks to distribute its video content
Mike Shields of Adweek writes about how Bloomberg TV is now seeking arrangements to distribute the video it produces daily.
Shields writes, “Over the past year plus, the company has formally established a ‘digital video desk’ aimed at cranking up production and speeding workflow. Berend was brought on last year to start bringing digital thinking into nearly every TV production decision. His team started churning out more originals to populate a new video section on the Bloomberg.com. And Bloomberg has ramped up its syndication business, pushing out Web videos to local stations and newspapers that already run the company’s text news content.
“The numbers look good so far. According to internal data, Bloomberg.com’s unique users were up 14 percent in January at 14.5 million. Video views are up 148 percent, netting out at 17.3 million in January. Berend and his team crank out over 200 clips a day. Per Morse, a Murdoch video today ‘would be up in seconds.’
“Part of that growth is driven by better systems, technology and the company’s overall philosophy. But it’s also the result in rethinking what Bloomberg looks like (hence the alligator conversation from earlier).
“According to Berend, sitting in a batcave-like editing lair away from the intense cameras-everywhere newsroom bustle, business news has generally lacked creativity, or even basic TV storytelling skills. And on the flip side, the Web was treated as a medium that was almost supposed to look amateurish.”
Read more here.